Your Holiday PR Survival Guide
Image from Rhodin Collection via Flaunter
There comes a moment every year when your normal grocery shop gets interrupted. When the pasta aisle is suddenly taken over by Christmas cards and candy canes and you think to yourself, surely not. But by now, the holiday season isn’t sneaking up – it’s well and truly here. The playlists are on repeat, the decorations are up, and we’re all knee-deep in festive chaos.
Despite our best intentions, December always seems to turn into a mad dash: shopping like maniacs, filling trolleys with food, drinks, decorations and last-minute gifts for the people you’ve accidentally forgotten – sorry, Dad!
While your dad will still love you after unwrapping a pair of socks (for the fifth year in a row!), your PR and marketing strategy won’t be quite so forgiving. The holiday period is a goldmine of opportunity. Everyone is searching for gift ideas, hunting for the best deals and soaking up seasonal inspiration. As the average person winds down, brands are ramping up – pushing out gift guides, social posts and holiday promos. Fall behind now, and your customers will turn elsewhere for the festive content they crave.
But fear not! We’ve pulled together a simple survival guide to help you plan your holiday content like a pro. From gift guides to season’s greetings, and even tips for keeping your content rolling through the post-Christmas food coma, we’ve got you covered.
Pitch Your Way into Last-Minute Gift Guides
By mid-December, chances are everyone is scrambling, not just you. Editors and journalists are racing to pull together those last-minute gift guides, and this is your chance to swoop in and save the day. Position your product as the perfect solution for stressed-out shoppers: fast delivery, easy availability, and a price point that makes sense for impulse buys.
When pitching, keep it sharp and helpful. Highlight why your product is ideal for last-minute gifting — is it in stock and ready to ship? Does it come beautifully packaged? Can it be purchased online for quick delivery? These details matter because media want to recommend gifts that their readers can actually get in time.
And don’t forget the basics: include clear product information like RRP, stockists, and any special holiday deals. Make it easy for journalists to say “yes” by giving them everything they need upfront. The more you can position your product as a stress-free solution for their audience, the better your chances of landing that coveted spot in a gift guide.
Know Your Target
If you’re a gift guide connoisseur like us (all those last-minute gift dashes have taught us something!), you’ll know that gift guides are almost always curated with a specific group in mind. Mums, dads, garden lovers and wannabe chefs will all get their own guides filled with products they’re sure to love.
When pitching for these last-minute guides, make your pitch irresistible by showing exactly who your product is perfect for and why it solves a problem for them. Is it the ideal stocking filler for busy parents? A quick win for the friend who has everything? Editors are looking for products that fit neatly into their categories and make life easier for their readers. The clearer you can make that connection, the more likely your product will land a spot.
Get Competitive
Did you know as much as 40% of Australian retailers’ annual income is made in December? With numbers like that, it’s no wonder Christmas is the most competitive time of the year. Every brand is fighting for attention, so if you want to stand out, you need to bring your A-game.
The easiest way to get noticed? Offer deals that make people stop scrolling. Free shipping, flash sales, or even a cheeky 50% off – money talks and saving your customers serious dollars is a sure-fire way to get them clicking. But if slashing prices isn’t an option, don’t stress. There are plenty of other ways to get competitive without cutting into your margins:
Host an event – Whether it’s in-store or at a local venue, invite influencers, VIP customers and your community for a festive experience. It’s a great way to create buzz and get your products flying off the shelves.
12 Days of Giveaways – Nothing gets people talking like free stuff. Run a giveaway each day leading up to Christmas and encourage followers to enter by sharing your posts, tagging friends or making a purchase. It’s a fun way to boost engagement and keep your campaign alive right up to the big day.
Free downloads – Not every brand sells giftable products, and that’s okay. Offer something creative like downloadable gift tags, wrapping paper or a festive table styling guide. It’s a clever way to add value, showcase your expertise and keep your audience engaged.
Nail Your Holiday Social Media Strategy
As you party away on NYE, posting to your brand’s social media is probably the last thing on your mind. And while you can be forgiven for clocking off, remember this: most people are on holidays with plenty of time to scroll, shop and soak up content. If you want to stay relevant and grow your brand, your social media can’t take a day off – even if you do!
Show off your assets – If you’ve got promos running, make sure your audience knows about them. Share sale details on Facebook, post festive packaging on Instagram Stories, and highlight any gift guide inclusions. This is prime time to remind customers why they should choose you.
Stay in theme – Capture attention with holiday-centric content. Share behind-the-scenes snaps of your office decorations, festive flat lays, or even quick tips like “How to style your Christmas table” or “What to wear on Christmas Day”. Want to boost engagement? Invite customers to share photos of themselves using your products and repost the best ones – easy, authentic content that keeps your feed fresh.
Scheduling is your best friend – You might promise yourself you’ll post on Christmas Day, but that third helping of trifle says otherwise! Invest in a good scheduler so your content goes live without you lifting a finger. Want to know the best tools of the social media scheduling trade? Silly question! Check out our top tools to help you nail your PR and marketing efforts over the break!
Have a Digital PR Assistant for Last-Minute Media Wins
You’ve nailed your social strategy, gift guide pitches and festive promos – but what about PR? If you want to keep your brand visible and make the most of those last-minute media opportunities, Flaunter is your secret weapon.
Think of it as your digital PR assistant and all-in-one PR software, putting your brand assets right where journalists, editors and creators are already looking. Upload your imagery, product details and press-ready content before the break so media can discover and download everything they need – no endless email chains required.
With features like media contact databases, sample management software, and media downloads tracking, Flaunter makes PR simple, scalable and stress-free. So, while you’re counting down to Christmas, Flaunter keeps your brand ready for coverage.
Not on Flaunter yet?
It’s time to change that. Sign up for our free 2-week trial or reach out to our team for a complimentary demo call at hello@flaunter.com.
