Ask the PR Pro: Should I send out a news release in December?

As the holidays approach, a couple of things happen that cause marketers to reconsider making any important announcements:

  1. Reporters go on vacation, diminishing the availability of writers to cover a story.
  2. Executives go on vacation, and often don’t read their trade magazines and blogs that may cover a story.

That said, there are some good reasons to keep making announcements through the end of the year, with the exception of Christmas Eve/Day and New Year’s Eve/Day.

First, since many companies wind down their PR efforts toward the end of the year, reporters often are looking for good stories to cover and available executives to interview. It may be an ideal time to get a reporter’s attention.

Also, many executives still work during the holidays. Those who do often have more time available to read trade magazines, blogs and other sites. It might be a terrific time to reach your audience.

Finally, the slower pace may be a good time to announce unfavorable news that requires disclosure.

Remember, PR is about much more than sending out news releases. If you’ve been having a hard time getting a reporter to write about your company, consider reaching out during the week between Christmas and New Year’s. Before you do, make sure executives are available should a reporter wants an interview.

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