Finally - it’s June! Summer is here! It’s time for pool parties, weddings, camping trips, and long lazy weekends on the lake.

Almost no one is thinking about the holiday season - unless by “holiday” you mean the 4th of July. We’re in sparkler-mode. Fireworks watching, stargazing, family barbecue, sunbathing, waterslide mode. Sleigh bells are the furthest thing from our minds.

Unless you’re in PR.

For public relations professionals, June means six months until Christmas and the rest of the winter holidays. That means less than six months to prepare to kick off a holiday PR campaign - because ideally you want to start as early as possible.

Dreaming of a White Profitable Christmas

So yes. June is a great time to think about snowflakes and pretty packages, if you’re hoping to drive business during one of the business times of the year for multiple industries, including retail, hospitality, and e-commerce. With the right PR strategies in place, businesses can leverage the anticipation and excitement surrounding the holiday season to attract new customers, retain existing ones, and ultimately maximize their profitability. 

Whether it's through captivating storytelling, influencer collaborations, media outreach, or engaging social media campaigns, a well-executed PR plan during this time can make a significant impact on driving business success and creating a memorable holiday experience for customers.

But it needs to start now. If you want to - for example - launch your first round of social media PR in September, you’re already running late. But don’t panic. We have the tools and tricks to help you plan the perfect round of PR month by month leading up to the holiday season. From crafting engaging holiday-themed campaigns to leveraging social media and partnering with influencers, this plan will ensure that your brand shines brightly.

The Most Wonderful Time of the Year

It really can be the most wonderful time of the year - and it’s a prime time for businesses to maximize their public relations (PR) efforts and capitalize on the festive cheer. A well-executed PR plan can help boost brand awareness, drive sales, and foster strong relationships with customers.

Your first month will involve laying the foundation for your campaign. Start by defining your key messaging and themes for the holiday season. Determine what sets your brand apart and how you can leverage that uniqueness to create captivating campaigns. Consider incorporating elements of joy, gratitude, and giving back into your messaging to align with the spirit of the holidays.

Next, identify your target audience and create detailed customer personas. Understand their preferences, needs, and pain points, and tailor your messaging accordingly. This will help you craft personalized stories that resonate with your audience.

Once Upon a Snowy Night

The second month of your holiday PR prep should be dedicated to crafting compelling stories that capture the essence of the holiday season. Identify heartwarming or humorous anecdotes related to your brand or products that can be shared with the public. Consider partnering with a charity or launching a holiday-themed initiative to demonstrate your commitment to giving back.

Use various PR channels, such as press releases, blog posts, and social media, to share these stories. Leverage multimedia content, including videos and images, to engage your audience visually. Consider hosting a virtual event, like a live-streamed product launch or a holiday-themed webinar, to generate excitement and foster a sense of community.

A Big Holiday Party

During the third month, focus on building relationships with influencers who align with your brand values and resonate with your target audience. Identify influencers who have a strong presence in your industry or niche and approach them with collaboration ideas for the holiday season. This could include product reviews, sponsored content, or influencer-hosted giveaways.

Provide influencers with exclusive access to upcoming holiday launches or special promotions to generate buzz. Encourage them to share their experiences with their followers through blog posts, social media posts, and video content. These collaborations will help extend your brand's reach and credibility among their engaged audience.

Getting on Santa’s Nice List

Month 4 will be the time to target media outreach to secure coverage for your holiday campaigns and initiatives. Develop a media list consisting of relevant journalists, bloggers, and influencers who cover topics related to your industry or holiday trends. Craft personalized pitches that highlight the unique aspects of your brand and how it aligns with the holiday spirit.

Offer exclusive access to your holiday collections or behind-the-scenes insights to entice media outlets. Consider hosting a virtual media event where journalists can experience your products firsthand or interview key members of your team. Aim for a mix of online and offline media coverage to maximize your reach.

Gather Under the Mistletoe

Month 5 is all about ramping up your social media engagement for the holiday season. Develop a social media content calendar that includes engaging holiday-themed posts, giveaways, and interactive campaigns. Encourage user-generated content by launching hashtag campaigns or hosting holiday-themed photo contests.

Leverage the power of storytelling through social media platforms. Share behind-the-scenes glimpses of your holiday preparations, showcase your team's festive spirit, and feature customer success stories. Engage with your audience by responding to comments, messages, and reviews promptly, fostering a sense of community and customer loyalty.

Open Your Presents!

Enjoy your holiday campaign! You’ve worked hard for months - now is the time to sit back with your eggnog and watch the kids unwrap their gifts. What we mean is - take a much-needed break. If you have the type of company that can close down on those special holidays, do it. Give your employees and PR team a much-needed rest. 

If you can’t close, at least allow yourself some time to recharge and rejuvenate, which can enhance your overall well-being and productivity in the long run. After all, a well-executed PR campaign is built on strategic planning and careful execution. Demonstrate trust in the work you have already put in. This allows you to step back and observe the impact of your efforts.

Authenticity is a vital aspect of PR. By taking a break and allowing your PR campaign to unfold naturally, you avoid the perception of being too pushy or overly promotional during the holiday season. This can help foster trust and goodwill with your audience, as they see your brand aligning with the spirit of the holidays and genuinely valuing the time spent with family and loved ones.

And remember: the holidays are a special time that should be enjoyed and cherished. Give yourself the opportunity to fully embrace and appreciate the festive season. This not only enhances your personal well-being but also allows you to come back with a renewed sense of enthusiasm and passion for your work. It provides an opportunity to step back from the daily grind and return with renewed energy and fresh ideas for future PR campaigns.

Because guess what: your work isn’t over. After the holiday campaign comes the clean-up.

Cleaning Up the Packaging

While it might seem like your holiday PR campaign is over, it’s really not. The final month of your campaign occurs after the holidays. This time is dedicated to analyzing the success of your holiday PR efforts and making adjustments for future campaigns. Review key metrics, such as website traffic, social media engagement, media mentions, and sales data, to evaluate the effectiveness of your PR initiatives.

Expanding on the idea of identifying what worked well and what can be improved for future holiday seasons, it's essential to take note of customer feedback and incorporate it into your post-holiday strategy. Customer feedback is a valuable source of insights that can help you understand their preferences, expectations, and overall satisfaction with your holiday PR campaigns.

Consider conducting surveys or interviews with your audience to gather feedback directly. This can be done through online surveys, social media polls, or even one-on-one interviews. Ask specific questions about their experiences, what they enjoyed most, and areas where they think improvements can be made. Encourage open and honest feedback, as it will provide you with valuable insights to shape your future holiday PR efforts.

Pack the Ornaments Into the Attic

Once you have collected customer feedback, carefully analyze the responses and identify recurring themes or patterns. Take note of both positive feedback, as it indicates what aspects of your campaign resonated well with customers, and negative feedback, as it highlights areas for improvement.

Based on the customer feedback you’ve received, consider making adjustments to your strategies for future holiday seasons. This could involve refining messaging, enhancing customer engagement initiatives, or introducing new elements that align with customer preferences. By incorporating customer feedback into your post-holiday strategy, you demonstrate that you value their opinions and are committed to delivering a better experience in the future.

Additionally, stay updated with industry trends and best practices in PR. Keep an eye on what your competitors are doing and gather inspiration from successful holiday campaigns. Continuously seek opportunities to innovate and differentiate your brand during the holiday season.

And To All a Good Night

Remember, the key to ongoing improvement is a willingness to listen to your customers and adapt your strategies accordingly. As long as you’re incorporating customer feedback and conducting regular assessments of your holiday PR campaigns, you can refine your approach and deliver even more engaging and impactful experiences in the years to come.

With a comprehensive 6-month PR plan, you can make a festive splash during the holiday season. Lay a solid foundation, craft compelling stories, collaborate with influencers, engage the media, and leverage social media. This is how you can enhance brand visibility, drive customer engagement, and boost sales. Remember to continuously analyze and adjust your strategies to ensure future success. Embrace the holiday spirit, spread joy, and create memorable experiences for your audience. Happy holidays and best wishes for a successful PR campaign!

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.