For most, the holidays are a great time of year, both personally and with media. Using current events or holidays to tie-in a story can often be successful if done properly. The trick, however, is to know what will work with media and what will not. Even though the holidays can sometimes offer an obvious hook or connection to your story, it still needs to be driven by an appealing news element.
Although Black Friday is as old as commercialized Christmas, pay attention to new social and story trends like Cyber Monday. Ask yourself how your product or service can be made relevant to what people are talking about within media or at the office water cooler. Also, this is the time of year journalists love to put together gift guides or shopping trends. Make sure you send details — and if appropriate, a product sample — to media at least 3 months in advance of the holiday season, especially for long lead media.
This is also the time of year when charities kick into full gear since more people are prone to giving over the holidays. If you are a nonprofit, put together a marketing and PR initiative specifically for the months of November, December and January.