How Seasonality Shakes Up your Marketing & PR
Image from MAYDE via Flaunter
Seasonality in the world of Marketing & PR isn’t just about swapping jeans for shorts or releasing a limited-edition summer flavour when the heat kicks in. It’s a major player in how both media and consumers behave — and understanding it can be the difference between being seen or getting forgotten.
You see, a change in season brings more than just a shift in temperature. It changes what media and consumers are looking for, when media are planning their stories, and how consumers are engaging with them. It’s not just about shopping habits; it’s about emotional shifts, lifestyle changes, and cultural moments.
Think about it: when the days get shorter and the skies turn grey, shoppers aren’t just buying fewer bikinis — they’re in a different mood. They’re nesting, planning escapes, scrolling for inspo, or dreaming (and maybe crying) about summer days. And while yes, seasonal cycles do drive revenue, they’re not just money grabs. In PR, the seasons bring about opportunities to build relationships, create connection and remain visible – even when your brand is “off-season”.
Understanding Seasonal Trends in Media
In the chaotically beautiful world of PR, timing matters. A lot. Editors work on lead times, so it’s not just about having great products, it’s about being top of mind when they’re planning their stories.
Seasonal calendars are packed with media moments, and they’re not always tied to the weather. Think: Valentine’s Day, Mother’s Day, EOFY sales, Christmas, New Year’s Eve, Back to School, and yes, even Euro Summer (regardless of where you are). These events shape what the media are looking for — and when.
Here’s how the year tends to play out:
Early in the year: Media are planning ahead. Long-lead publications are locking in content for major campaigns and themed issues. Short-lead outlets are chasing real-time stories like Valentine’s Day and Easter.
Mid-year: Mother’s Day, mid-year sales, and early holiday prep start to surface. Editors begin requesting assets for gift guides and seasonal roundups.
Later in the year: It’s full festive mode. Short-lead media are in overdrive, looking for Christmas content, NYE sparkle, and back-to-school stories for the year ahead.
Placing yourself within the picture (authentically)
Once your calendar is mapped out, take a moment to reflect on where your brand actually fits. What events, cultural moments, or seasonal campaigns genuinely align with your products, your values, and your audience’s lifestyle?
You don’t need to jump on every trending topic or calendar event just because it’s there. In fact, trying to be everywhere all the time can make your brand feel like it’s chasing relevance, not owning it. And audiences? They can spot that from a mile away.
It’s better to fully immerse yourself in three key moments that make sense for your brand than to half-heartedly dip your toes into ten. When you show up with intention, your content feels more aligned, your messaging lands stronger, and your media coverage is more meaningful.
Understanding Seasonal Behaviour and How it Shapes Media
In PR, staying relevant isn’t just about having a great product — it’s about knowing when and how to show up in the media. One of the most effective ways to do that? Understand how your audience behaves throughout the year, and use those insights to align your pitches with what editors are actively planning and publishing.
This is because seasonal shifts affect more than just shopping habits. They shape emotional states, lifestyle choices and media consumption patterns. When consumers are dreaming of holidays, refreshing their skincare routines, or planning new wardrobes, editors are curating stories to match those moods - and they’re looking for brands that fit.
Let’s say you’re a resort swimwear brand. Your audience might not be buying bikinis in July, but they’re definitely dreaming of warmer days. That’s your opportunity. Shift your messaging from “buy now” to “dream ahead”. Instead of going quiet, pitch stories to the media that tap into escapism, anticipation, and inspiration. Offer editors behind-the-scenes content, sneak peeks of upcoming collections, or expert commentary on travel trends and seasonal style.
But don’t stop there: align your PR campaigns with your broader brand strategy. When your seasonal storytelling is consistent across earned media, social content, influencer partnerships, and even your website, it reinforces your message and builds trust. Editors notice when a brand shows up with clarity and cohesion — and that makes them more likely to feature you.
PR isn’t just about pushing products. It’s about connecting and positioning your brand as part of the cultural conversation. When you understand your audience’s seasonal mindset, you can pitch smarter, align with editorial themes, and build relationships with media who are planning ahead.
Where Is Your Brand Showing Up This Season?
Seasonality doesn’t just shape what you say — it shapes where you say it. Media consumption habits shift with the seasons, and your PR strategy should follow suit.
In winter, editors and audiences are online. Journalists are planning ahead, curating content for upcoming holidays, and scanning digital platforms for fresh, media-ready assets. It’s the perfect time to refresh your Flaunter profile, update your press materials, and pitch stories that align with seasonal themes like nesting, self-care, or escapism.
But summer? More media are out in the field, covering events, attending activations, and looking for experiential stories. Your brand should be there too. This is the season for IRL PR:
Host influencer and media events that spark buzz and coverage
Create pop-up experiences that bring your product to life
Offer editors tactile, immersive previews they can photograph, film, and write about
Collaborate with like-minded brands to double your reach and relevance
The key is to match your PR strategy to the media’s seasonal energy. When you show up where editors are looking and offer content that fits the moment, you’re far more likely to land meaningful coverage.
So... Where’s Your Brand Headed This Season?
If your audience is evolving, your PR strategy should be too. Seasonal shifts bring fresh energy, new media moments, and endless opportunities to connect — and your brand is perfectly positioned to show up with purpose.
That’s where Flaunter steps in.
Flaunter is your digital PR assistant and all-in-one PR software, built to help brands stay visible, relevant, and media-ready... no matter the season.
With Flaunter, you can:
Show up professionally with a beautiful, sleek digital press centre
Upload seasonal content to your digital showroom
Connect with editors using our media contact database
Track your earned media with powerful PR analytics software
Pitch smarter with the best PR tools of 2025
Whether you’re a solo brand, a small business, or an in-house PR team, Flaunter gives you the tools to build media relationships, get featured in the media and promote your brand with purpose.
Ready to get started? Sign up to our 2-week free trial, or reach out to our team for a complimentary discovery call: hello@flaunter.com.
Your brand’s next season starts now.
