Holidays are a unique time in the news cycle. While many organizations slow down, newsrooms remain active but operate differently—with skeleton staff, lighter stories, and a stronger emphasis on feel-good content.
For PR professionals, this period can present both challenges and opportunities. Understanding how to pitch news outlets effectively during the holidays requires careful timing, creative storytelling, and strategic relationship-building.
Whether you’re working on a holiday-themed campaign or hoping to gain traction for a brand during the festive season, crafting the right pitch at the right time can help you cut through the noise and land valuable media coverage. This guide explores key tactics for making your pitch stand out during the holidays.
Understand the Holiday News Cycle
During the holiday season, many journalists go on vacation, editorial calendars shift, and traditional hard news coverage slows. Newsrooms often look for stories that match the holiday spirit—human interest, charity initiatives, seasonal tips, consumer trends, and inspiring community events.
While breaking news doesn’t disappear, there’s a noticeable preference for content that feels uplifting, helpful, or reflective of the season’s themes.
PR professionals must tailor their pitches to match this shift. If your story isn’t relevant to the holidays, it needs to offer exceptional value or insight to earn a spot in the newsroom’s reduced lineup. Being aware of what reporters are seeking during this period—and adapting your approach accordingly—is essential.
Plan and Pitch Early
Timing is everything when it comes to holiday pitching. Don’t wait until the last minute to send your press release or pitch email. Most news outlets plan their holiday coverage well in advance, especially if they’re publishing special features, lists, or year-end summaries.
Ideally, you should begin outreach four to six weeks before the holiday season. For example, if you’re hoping to land coverage for a Christmas-related story, start pitching in early to mid-November. Early pitches are more likely to be seen before the newsroom becomes overloaded or short-staffed.
That said, be mindful of publication deadlines. Magazines and broadcast segments may finalize holiday features even earlier, while digital outlets often accept pitches closer to the holiday itself due to quicker turnaround times.
Make It Holiday-Relevant
To grab attention during the holidays, your pitch should tie into the season in a meaningful way. Consider how your product, service, or story aligns with themes like giving, gratitude, celebration, reflection, or the New Year. Ask yourself: Why does this story matter right now?
Here are a few holiday-relevant pitch ideas:
-
A nonprofit’s Christmas donation drive and the families it impacts.
-
A local business supporting a toy or food drive.
-
Expert tips on surviving holiday stress or planning festive meals.
-
A company hosting a volunteer day or giving back to the community.
-
Data on holiday shopping trends and consumer behavior.
The more clearly your pitch connects to the holiday mood or themes, the more likely it is to resonate with editors and reporters.
Offer Unique Angles and Fresh Data
Newsrooms are flooded with similar pitches during the holidays. To stand out, offer a unique angle that hasn’t already been covered a dozen times. Avoid clichés unless you’re spinning them in a new way.
For example, instead of pitching “Top Holiday Gift Ideas,” consider “Last-Minute Ethical Gifts Under $25 That Support Local Artisans.” Or instead of “How to Manage Holiday Stress,” offer “5 Science-Backed Hacks to Stay Calm During Holiday Travel Chaos.”
Including new data, expert insight, or proprietary information can also give your pitch an edge. If your company has conducted a holiday-specific survey or your CEO can offer compelling commentary on current seasonal trends, highlight that in your message.
How to Pitch News Outlets During HolidaysBuild Relationships with Journalists Ahead of Time
Strong media relationships are especially helpful during the holidays when journalists may rely more heavily on trusted sources for quick, reliable content. Don’t wait until December to introduce yourself.
Instead, engage with journalists throughout the year by following their work, commenting on their articles, or connecting via social media.
When the holidays approach, they’ll be more likely to consider your pitch if they already recognize your name and know you deliver value. Personalized pitches—where you reference a journalist’s previous work or demonstrate knowledge of their beat—are more likely to receive a response.
Remember that reporters working during holidays often appreciate well-packaged stories that require minimal editing. Offering high-resolution images, quotes, or short interview availability can help you become a go-to resource during a time when efficiency is everything.
Keep Your Pitch Short and Sweet
During the holidays, editors are busy juggling end-of-year deadlines, holiday coverage, and personal time off. They don’t have time to sift through lengthy or vague pitches. Make sure your pitch is concise, clear, and compelling from the first sentence.
Use a subject line that reflects urgency or interest, like:
-
“EXPERT: 5 Surprising Reasons Why Holiday Spending Will Shift in 2025”
-
“Feel-Good Story: Local Shelter Reunites Families for the Holidays”
In the body of your email, get to the point quickly—what the story is, why it matters now, and what assets or interviews you can provide. Always include your contact information and a specific call to action (e.g., “Would you like to schedule a call with our founder this week?”).
Be Mindful of Timing and Deadlines
Avoid sending pitches the day before a major holiday. Editors are either signing off or too busy to respond. Ideally, avoid pitching from December 23rd to January 2nd unless your content is time-sensitive or breaking.
That said, early mornings (before 10 a.m.) on weekdays are still good times to reach editors who are working. Mondays and Tuesdays often work better than Fridays during holiday periods. Monitor auto-responses—if a journalist is out, you can plan to follow up when they return.
If you don’t hear back, a gentle follow-up after a few days is fine. Keep it polite and brief, reiterating your pitch and offering to provide additional information if needed.
Leverage Local and Niche Media
Holiday pitches don’t always have to aim for national outlets. Local newsrooms, community magazines, and niche blogs often seek seasonal stories that reflect what’s happening in their own communities.
A pitch about a small business hosting a coat drive or a church organizing holiday meals for the elderly can be very compelling to regional media.
These smaller outlets may have less competition and more flexibility in publishing your story. They also build credibility, especially for clients or brands looking to strengthen their grassroots presence.