By Charlie Biggs-Thomas, Senior Creative Account Manager, 72Point
If you don’t already have your Christmas and winter PR activity mapped out, you could be missing one of the biggest opportunities of the year.
The winter calendar is full of opportunities for storytelling, brand visibility, and connecting with audiences during a busy and emotionally charged season.
But to make the most of this critical period, you need to get ahead of the game. Here’s how to sharpen your seasonal PR strategy.
Step 1: Be Clear on What You Have to Say
Ask yourself: does your brand have something valuable to add to the conversation? If not, it may be better to sit this one out. Forced messaging rarely lands well, and journalists can see through it.
That said, the media is always hungry for expert voices who can contextualise events, trends, or breaking news. If you can authentically provide insights, practical advice, or human-interest angles, you should absolutely be pitching.
The key thing to remember is journalists want real-world stories that show how people are affected, not abstract brand soundbites.
Authenticity is key in the eyes of consumers, so making sure the opportunity you are going after is relevant is crucial in winning over your target audience.
Step 2: Preparation is Everything
Timing can make or break your seasonal activity. Journalists and editors work to tight deadlines, especially around the holidays, so the earlier you prepare, the better.
For example, with the UK’s Autumn Budget arriving in November, you can anticipate likely announcements by reading the papers, following the commentary, and drafting insights ahead of time. By pitching proactively, you position your brand as a go-to resource before the news breaks – which means contacts are more likely to come to you when they’re on deadline.
And when you do pitch? Make it easy. Provide everything a journalist needs upfront – quotes, data, imagery, and supporting context – so it’s effortless for them to include you in their coverage.
Step 3: Take Inspiration From the Landscape
Another trick is to keep your finger on the pulse of what’s already being covered – then think about how your brand can elevate the conversation. Could you add expert analysis, consumer research, or a surprising twist?
The best PR campaigns often come from spotting where the noise is loudest and finding a fresh way to cut through.
Key Dates to Keep on Your Radar
Here’s a snapshot of seasonal events the media will already be planning for – and that your brand could tap into with the right angle.
October
- Coffee Day – 5th
- Diwali – 21st
- Clocks Go Back – 26th
- National Cat Day – 29th
- Halloween – 31st
November
- Bonfire Night – 5th
- Autumn Budget – 26th
- Thanksgiving – 27th
- Black Friday – 28th
December
- Christmas Jumper Day – 11th
- Winter Solstice – 22nd
- Christmas – 25th
- New Year’s Eve – 31st
Final Thoughts
Seasonal PR isn’t about ticking boxes or rushing out half-hearted stories. It’s about making sure your brand is part of the cultural moments your audiences care about – in a way that feels timely, relevant, and valuable.
So, if you haven’t already mapped out your Christmas and winter PR activity, now’s the time. With careful planning, you can not only gain traction for your brand but also secure meaningful media coverage during one of the busiest times of the year.