The Best PR Tools and Tips for Securing Holiday Coverage in 2025

11 Nov

If there was ever a time of year when shopping hits its peak, it’s the festive season. People are shopping for themselves, for others, and for everything in between. For brands, this means one thing: landing Christmas coverage is not just a nice-to-have, it’s a gamechanger.

Whether it’s glossy magazines, curated gift guides, or influencer roundups, media coverage during the holidays can be a powerful driver of brand awareness. And in a season where timing is everything, knowing how to get featured in media—and how to build media relationships that last—is key to cutting through the clutter.

But with so many media channels all pushing out content, from sale events to special offers, and gift guides galore, the festive season can feel like a sensory overload. This means that landing Christmas coverage is as much about quality as it is quantity.

Instead of shouting your pitch to ten outlets that don’t align with your product, focus on five that genuinely do. A well-placed feature in the right publication will always outperform a scattergun approach. Think curated, not chaotic. A product that resonates with a specific audience, rather than trying to appeal to everyone, is far more likely to be picked up, remembered, and shared.

With that in mind, here are our top tips for getting quality Christmas coverage this season:

Get on Top of Your Assets

Before you even think about pitching, it’s time for a little asset inventory. This includes everything from your campaign imagery and deep-etched product pics to your samples and digital showrooms. When the media are looking at your brand and searching for ideas and content, you need to be ready.

Imagine this: you’ve sent a killer pitch, the editor’s interested, and then… you send over grainy images or realise the sample you promised has been missing for months. Not ideal.

This is especially important if you’re a small brand juggling everything solo. And if you’re an agency managing multiple clients and samples? Even more reason to get organised. A strong asset library is the foundation in any successful media outreach strategy—and it’s what separates the polished from the panicked.

Use this checklist to make sure your brand is pitch-ready:

Is your imagery high-res? Journalists typically require images at 300dpi or higher.

Do you have multiple angles? Include lifestyle shots, plain background options, and styled-for-the-season visuals. You never know exactly what a journalist, editor, or stylist might be looking for.

Are your product descriptions clear and concise? Include key features, retail price, and purchase links.

Are your samples accounted for? Know what’s available, what’s been sent, and what’s missing.

Are your assets easy to access? Use a digital PR assistant, PR management software, or public relations platform to store and share everything in one place (hello Flaunter).

Personalised Pitching

Your pitch is your first (and sometimes only) chance to grab the media’s attention, so make it count. The media are busy. Like, really busy. Chances are they’re being sent dozens (if not hundreds) of pitches a day. So how do you make yours stand out?

Start by keeping it concise, engaging, and most importantly tailored. Address the editor or journalist by name, reference their previous work, and show you’ve done your homework. This isn’t just polite, it’s strategic. It signals that your product isn’t just another item in their inbox, but something genuinely aligned with their audience.

Don’t just hand them a bag and say, “here you go.” If you’ve done your research, you should know who they’re speaking to. Are they writing for women? Mums? Students on a budget? If you’re a high-end jewellery brand pitching to a journalist who covers “Top 10 Budget Finds,” chances are your email’s going straight to the bin.

Whether your product is eco-friendly, locally made, or compact for travel, spotlight its unique value. Use compelling language that cuts through the inbox clutter, especially during the festive season when inboxes are overflowing.

Less is More

When it comes to pitching, more isn’t always better. In fact, a scattergun approach can do more harm than good. Blasting your pitch to every single person in your media contact database might feel productive, but it can lead to deleted emails which equals missed opportunities.

Instead go for quality over quantity. Focus on building meaningful relationships with a handful of media contacts who genuinely align with your brand. A well-placed feature in the right publication will always outperform ten mismatched mentions. This goes hand in hand with personalised pitching. When you’re sending to fewer media contacts, you can spend more time crafting pitches that genuinely show how your product fits into the lifestyle of their audience.

Choose the Right Channel

Not all media are the same, and not all gift guides are the right fit for your brand. Different publications cater to different readers, so it’s essential to target channels that align with your product and audience. This is where your research comes in.

Scroll through past gift guides, browse your media contact database, or use media list software to identify outlets that cover your niche—whether it’s fashion, beauty, home décor, or tech. Study their tone, style, and the types of products they feature. Tailor your pitch accordingly.

And don’t overlook local publications. While they may be smaller, they often have loyal audiences and are more approachable for emerging brands. Plus, they’re great for building long-term media relationships.

Importantly, don’t skip out on creators and influencers. It’s not just traditional media curating gift guides anymore. If your product is best showcased in use—think skincare, travel gear, food, or fashion—who better to communicate that than someone who lives it? Sure, a travel bag might look great in a glossy spread, but if it’s the pockets and compartments inside that sets it apart, you need someone who can show that in action.

Tip: Use a media outreach database to find creators who align with your brand values and aesthetic.

Plan for Lead Times

It’s important to remember that different media work on different lead times. Print publications plan well ahead, often locking in content by July or August. Digital outlets and influencers tend to work closer to the season, but even then, it’s better to be early than scrambling last-minute.

If you don’t hear back, follow up politely. Editors are scrolling through hundreds of pitches, so persistence is fine—just don’t cross into pestering territory.

And if you’ve been juggling a million and one tasks and haven’t gotten around to pitching yet? Don’t panic. There’s still time to reach out to blogs, digital publications, and influencers with shorter lead times. Many creators plan content closer to the holidays and some even accept last-minute additions.

Tip: On Flaunter, you can view a media outlet’s typical lead time directly on their profile.

Be Easily Accessible

You’ve done the asset inventory. Everything’s looking good. You’ve sent out your pitches, and you can finally rest. That night, your sleep is peaceful, filled with dreams of glossy gift guide features and inboxes full of media replies.

Then morning hits. You wake up to an email from an editor in New York: “Hey, just tried to download your product imagery but it looks like the link’s expired.” Just like that, you’ve lost the coverage.

We say it time and time again because it’s true: the media are busy. The editorial world never stops. Even if you’ve got a killer product, sometimes it comes down to one simple thing—accessibility. If your assets aren’t easy to find, fast to download, and always available, you risk missing out.

Make sure you have a press centre that is accessible, easy to navigate, and most importantly—always on. A good press centre ensures your brand remains visible 24/7. Yes, even while you sleep. No more expired Dropbox links. No more “28 minutes downloading time left.” No more missed opportunities.

Using a digital PR assistant or public relations platform means your assets are stored in one place, ready for media to access instantly. Whether it’s hi-res imagery, product blurbs, or pricing details, everything should be available on demand.

Tag with Purpose

Editors are always on the hunt for products that slot seamlessly into their themed sections. Think: “Gifts Under £50,” “Luxury Splurges,” “Stocking Stuffers,” “Eco-Friendly Finds.” If your product fits one of these categories, make it known—loud and clear.

Position your product with purpose. Highlight any holiday-specific packaging, gifting bundles, or limited editions that embrace the season. The more editorial hooks you give, the easier it is for media to include you.

And yes, tags matter. Whether you’re uploading to a digital PR assistant, public relations platform, or using an online PR tool, make sure your product is tagged with relevant keywords. This boosts your visibility and helps editors find your product when they’re searching by category, price point, or theme.

Gift Your Goods

If budget allows, sending a sample can make your pitch more memorable and more likely to land coverage. Editors receive hundreds of emails, but a beautifully packaged product delivered to their desk? That’s hard to ignore.

For experiential products like skincare, food, or fragrance, gifting allows editors to experience what makes your product special. It’s one thing to read about a luxurious hand cream but it’s another to actually try it. That sensory connection can be the tipping point between a mention and a full feature.

Once you’ve sent a sample, follow up. Ask if they had a chance to try it and offer any additional assets they might need—hi-res imagery, product blurbs, or pricing details. Keep it polite, purposeful, and helpful.

Ready to Get Featured?

You’ve done the pitching. You’ve prepped your assets. Now it’s time to make sure your brand is actually discoverable.

Flaunter is your digital PR assistant and all-in-one PR software, designed to help brands like yours get in front of the media—without the inbox chaos. It’s where journalists, editors, stylists, and creators go to discover new products, download hi-res imagery, and build stories fast.

Whether you’re doing DIY PR, managing PR for a small business, or just want to streamline your media outreach, Flaunter acts as your brand communication platform—keeping your assets live, your samples tracked, and your visibility switched on 24/7.

With built-in tools for sample management, media outreach, and earned media tracking, Flaunter helps you stay organised, pitch smarter, and get featured faster. It’s one of the best PR tools of 2025—and it’s built for brands that want to grow.

So if your brand’s not on Flaunter yet? It’s time to change that. Sign up for our 2-week free trial or reach out to our team for a complimentary demo call at hello@flaunter.com.

Say goodbye to the chaos, it’s time to use Flaunter to PR like a pro.

Guest User