So, you want to promote a holiday event, and you only have a short time to do it. Your coworkers are all busy getting ready for their own vacation plans, the media is swamped with holiday pitches, and you don’t know who can make it. If you are facing these challenges around a holiday push, you are not alone. December can be a stressful time of year, but if you follow our five tips for holiday public relations, your brand will be a hit!
- Use Holiday Buzz Words
Both reporters and local TV station producers will search their inbox for words such as: tree lighting, Santa, holly, jolly, and more. They are assigned to write stories about certain holiday events that use these words, and you want to make sure your brand makes the list. There is no need to reinvent the wheel when promoting your brand around the holidays, when reporters already want to find you, and just need your help! This year, we enjoyed two front page features and a FOX 45 article for our client’s tree lighting ceremony. We have enjoyed front page features and morning show previews of holiday events each of the past three years by making sure we include buzz words the media is looking for.
- Be Persistent with TV Stations and Follow Up on Their Timeline
It’s tough to get a TV station to commit to attending an event. They will often tell you that they have the event on their calendar but won’t decide until an hour before if they can make it, and they will almost never tell you via email if they are coming. The only way to get them to attend is to first email them the event details, then call within a week to make sure the event is on their calendar and then call an hour or two before to confirm if they are coming, depending on what timeline they give you. Sometimes they will tell you they can’t make it, and in that case, send them photos, which leads us to the next secret to PR success.
- Take lots of Photos
This one is obvious, but very important. When marketing a holiday event or venue, it is critical to set the tone for the reader by using a holiday themed picture. If it is a Christmas event, a picture with Santa or a Christmas tree is a great way to grab the attention of any reporter or viewer looking to get in the merry spirit. If your event is a more general holiday party, consider a winter or snow-themed picture, to set the tone for a festive event and let the reader know what they are about to read. One of the most important parts of marketing and public relations is grabbing the reader’s attention, so they read your entire announcement with an open mind, and the easiest way to do that is with a picture, especially around the holidays.
- Push it on Social Media Before and After The Event
Social media, such as Instagram, Facebook, and LinkedIn, are not only the perfect avenues to invite your intended audience to your holiday event, but also the perfect place to showcase how well it went after. In 2024, not only does nearly everyone have social media, but reporters use it to source stories as well. If a reporter sees your event on social, they will see it as something gathering buzz and therefore something to write about. When they see it after the event with pictures, it will showcase your brand as one that is active in the community.
- Don’t Worry if Attendance Is Small for Your Event
Around the end of the year, many people have families in town and have specific plans that they can’t change for your event, and attendance is often dependent on factors out of your control. The weather will be cold; it might be snowing. People may miss your event even if they want to attend. This is not a reflection of your PR efforts, and at the end of the day, it doesn’t really matter much to your PR value. If the event is shared widely on social media and covered by local press, you will gain even more visibility than if the event was widely attended.
We know the holidays can be a stressful time, so don’t let holiday event planning be a bigger burden than it needs to be. Contact The Cyphers Agency for help with your holiday push!
If you would like help with marketing, advertising, or public relations, feel free to contact us. We offer a variety of services like digital marketing & analytics, marketing & brand strategy, and more to small and large companies.
