Everything starts to wind down at the end of the year. It may not seem like an ideal time to share your organization's news, but we live in a world with a 24-hour news cycle. That means there are always reporters looking for new stories, and there are always announcements to share.
Let’s explore different types of press releases to share during this time of year, plus best practices for your releases, when to share your pitches, and more.
Give your press release a holiday twist. Incorporate holiday-themed keywords in your headline and add festive imagery.
Thumbtack shared a list of the most festive cities in the United States, while also highlighting their app, which can be used to manage home projects, including hiring professionals to hang holiday lights.
Optimizing on the holiday season, Philadelphia Cream Cheese announced their kit to create the “it” gift of the season, a designer handbag – made of cheesecake!
Anchor Brewing Company announced its annual Christmas Ale, unique to this time of year and a great gift idea for beer drinkers.
Highlight good corporate citizenship. This is the time of year to give thanks and spread cheer. Highlight your charitable giving, fundraising efforts, or donation drives.
The Federal Home Loan Bank of Dallas and Cadence Bank shared that they recently awarded a $6,000 grant to Christmas in April, a Mississippi-based community organization that repairs homes for the elderly and disabled.
Canadian Chocolatier Purdys shared information about their Dear Santa campaign, an initiative providing funds to children’s hospital foundations. Chocolate lovers can purchase the Dear Santa Bar in support.
Retailer JCPenney announced their support of Feeding America during the 2022 holiday season and pledged their commitment to raise $500,000 over the next three years.
Promote holiday events. Spread the word about any events you’re hosting this holiday season.
Elvis Presley’s Graceland kicked off the holiday season with a lighting weekend and will have several events throughout November and December for families and music fans.
Macy’s also announced several events taking place across the United States, including the return of Santa Claus, a light show, and their famed holiday window displays.
Announce special promotions or deals. Sharing special offers or discounts doesn’t have to be limited to advertising, email marketing, or social media. Reach consumers and spread the word with a press release.
Wayfair shared information about discounts available on specific days, including Black Friday and Cyber Monday. Nintendo highlighted several Black Friday offers, and Wyndham Destinations announced various offers for their resorts around the world, helping travelers save some money during the holidays.
Share an end-of-the-year recap for your organization or share your resolutions for 2023. Provide an overview of your accomplishments over the last year and celebrate any milestones. Share what your organization resolves to do in the new year. Keep your focus on your readers – the best releases focus on the impact you and your products or services have on your audiences – but it’s okay to celebrate the year you’ve had.
Create gift guides. People often struggle with what to give their family and friends during the holidays. Generate a gift guide that both promotes your business, but also is a helpful tool for shoppers this holiday season.
The Bay, an e-commerce marketplace with nearly 900 sellers including local artisans, shared its recommendations for everyone on your shopping list.
It’s also okay to have a little fun. Pottery Barn announced the launch of a 13-piece National Lampoon’s Christmas Vacation-themed collection, including décor, bedding, gifts, and more. And Manscaped partnered with Pete Davidson on a new holiday campaign promoting the company’s gift set. We’ll let you take a look for yourself!
A Few Reminders
Here are some best practices to keep in mind as you write your release and begin pitching.
- Write a compelling headline between 2 and 22 words.
- Illustrate your news with multimedia. Include visuals that reporters can use with their stories. Imagery is great for explaining concepts, showcasing services that may be difficult to explain in text, and can make data more visually compelling. Don’t forget to write a caption!
- Incorporate formatting elements like bold text or bulleted lists to improve the readability of your news and keep readers engaged.
- Include hyperlinks to your site or campaign landing page.
- Thoughtfully add a quote or two. Take advice from expert Ann Wylie: keep your quotes to 1-2 sentences, detail the impact of your news on your audience, and be creative.
When it comes to pitching to the media, according to Muck Rack,
- 91% of journalists prefer pitches under 200 words
- 68% of journalists prefer to receive pitches between 5 AM and 12 PM EST on Mondays
- 86% of journalists are OK with a follow-up email within one week of the initial message
We also recommend that you research who you’re pitching. You’ll have better success if your news aligns with the reporter’s interest – and their beat’s interest.
As you email your pitch, be sure you’ve spelled the reporter’s name correctly, you’re personalizing your pitch (and not sending en masse), and that you’ve included your contact information for easy follow-up.
Utilize Social Media
Finally, don’t forget to amplify your news on your social media channels. Press releases shared by
- Feature a pull quote (or quotes) that can be easily tweeted by viewers, sharing your news with their followers.
- Displays your corporate Twitter feed.
- Provides direct links to your active social media platforms, as well as relevant hashtags.
As 2022 comes to a close, share your stories, celebrate your accomplishments, and set your intentions for a new year.
See how to create and distribute a press release in 5 steps with Business Wire.
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