Christmas in July: Why Your Holiday PR Planning Starts Now

Mariah Carey may not thaw out until December, but for marketers and communicators, failing to plan early for holiday marketing efforts can mean missed opportunities, rushed execution and unnecessary stress. That’s why laying the groundwork in July for the holiday season alleviates stress and maximizes impact during these busy times. 

Whether you’re securing media coverage, planning your annual party, creating the perfect client gift or designing promotional materials, July is the time to get things kickstarted.

Understanding Lead Times and Impacts on Holiday Content 

Customers shop early but the media begins to prepare for the holidays even earlier. By having your content/stories ready to go, you can take advantage of opportunities to get mentions in major news outlets and publications. 

Successfully securing holiday editorial placement in print means being ready for the longer lead times of editorial calendars and publications. “Long-lead" implies the significant time editors need to write, photograph and lay out print issues. To be featured in November/December, your content must be ready by June or July to meet print deadlines.  

Digital media follows a similar pattern. Major websites, lifestyle publications and SEO-driven gift guides often begin planning holiday content in late summer or early fall. While daily newspapers, newsletters and blogs typically operate on shorter timelines, having content prepared by October—or earlier—can significantly improve your chances of securing coverage.

How to Prepare for Long Lead Times:

Know the Deadlines

Start by reaching out to media contacts and publications now to understand their editorial calendars and submission requirements.You don’t want to have the perfect pitch and miss your opportunity to be featured.

Build a Strategic Communications Plan

Once you know the key dates, build your marketing communications plan accordingly and get to work! Coordinate social media campaigns, email marketing and other communication channels to coincide and amplify your message when media placements go live.

Prepare Assets in Advance

Prepare your assets early and be ready to immediately send high-resolution images, press samples, direct quotes, press releases and story pitches when requested. A quick turnaround to these requests reduces back-and-forth communication and helps meet tight deadlines.

Holiday Event/Stewardship Planning

Do your research now and secure your date, venue, talent, caterer and other vendors for your holiday events before the winter rush. Get a jump start on designing your invitation, program, website and other promotional elements. 

The holiday season also presents an opportunity to strengthen relationships with clients, customers and partners. Use this time to explore unique gifts, personalized holiday cards or other meaningful gestures that help your organization cut through the noise of the holiday season. Planning ahead also helps you avoid rush shipping fees and popular products selling out. 

Don't Wait Until the Holidays to Think About the Holidays

Successful holiday campaigns aren't built in November—they're built in July.

If “all you want for Christmas” is a successful, low-stress holiday marketing season, email price@pricelang.com. We'd be happy to help you get your holiday planning underway before Mariah has a chance to even defrost.