Improving Poor Holiday Season Media Coverage

Holiday media coverage can be a huge boost for brand visibility. It’s a time of high consumer interest, strong emotions, and active searching. But with everyone competing for the same attention span, it’s easy to get drowned out if your story doesn’t hit the mark. Whether it's festive campaigns, community initiatives, or end-of-year updates, securing press during this period can shape how your brand finishes the year and how it starts the next one.

Still, many businesses find themselves getting little to no attention from the media. It’s not always about effort. Sometimes, the timing is off, or the messaging just isn't strong enough to stand out. Other times, the outreach falls short of what it takes to build real interest. Understanding what goes wrong is the first step to making future holiday seasons better for your media presence.

Identifying The Problems Behind Weak Holiday Coverage

When media responses run dry during the holidays, it may not just be bad luck. There are common pitfalls that tend to block coverage from gaining traction. Most of them come down to timing, message fatigue, and lack of story strength.

One of the biggest issues is timing. Holiday content planning doesn’t begin in December. By that point, most editors have already finalised what they’re running. If a pitch lands in an inbox mid-month, it’s likely too late. Not because it’s bad, but because there’s no room left. Many businesses miss the planning window and end up reacting instead of preparing in advance.

Then there’s message fatigue. Journalists get bombarded with very similar content during the holidays—discounts, contests, and broad goodwill messages. If your pitch sounds like the last ten they’ve read, chances are it won’t make the cut.

Last, the story angle might be too weak or unclear. Ask yourself: what’s interesting about this? What’s new or different? For example, promoting a year-end sale without connecting it to a community cause or human impact will likely be overlooked.

Common mistakes we’ve observed from brands include:

- Sending holiday messages far too late in the year

- Writing pitches with vague claims and no real story hook

- Only talking about internal wins instead of external impact

- Contacting journalists without understanding their usual coverage

- Reaching out only at year-end instead of building engagement year-round

Avoiding these patterns can save time and set you up for a more successful press season next time.

Creating Compelling Holiday Stories That Stick

Once you understand the common pitfalls, it’s easier to build content that stands out. Journalists want stories that feel timely, personal, and relevant to the season.

Make it about people. Whether it’s a client, employee, or someone impacted by your project, real stories connect more than abstract statements. Say your team sponsors gifts for underprivileged kids. Highlight one family's story to bring the message to life.

Connecting your story to current trends can also help. Look around at popular topics online or in culture—maybe there’s something already gaining traction that your campaign aligns with. This adds context and makes your pitch more relevant.

It’s equally important that the message feels genuine. Audiences—and media—can see through empty slogans. Show your values through real actions instead. Think beyond phrases like “we care” and show what caring looks like through your initiative.

When you build your story, ask yourself:

- Who is impacted, and why does it matter right now?

- Can it tie to a holiday theme, like inclusion, hope, or reflection?

- Is there something visual or emotional that adds more interest?

Figuring these out takes planning, but when done right, your brand becomes part of meaningful storytelling rather than just another press release.

Maximising Media Outreach During The Holidays

You can have a great story, but if no one sees it, it won’t help. That’s where targeted, personal outreach matters more than ever. The holidays are busy for media professionals too, so precision and relevance help you stand out.

Start by figuring out who covers what. Look at previous articles by journalists and see if your story fits into their beat. Skip the general lists and focus on those who are most likely to care.

A personalised pitch works best. Use a short email that shows you know their work, gets straight to the point, and clearly explains why your story matters now. Attach visuals and ready-to-use quotes to save them time.

Keep these tips in mind:

- Pitch early in the week and early in the day

- Make your subject line short and clear

- Include a quick summary and a media kit upfront

- Avoid overly polite opening lines - —get straight to value

- Only follow up once, and offer new information or a fresh angle

- Keep communicating with media year-round, not just seasonally

Strong media partnerships aren’t built overnight. But by showing respect for their time and giving useful content, your brand becomes a reliable go-to.

Tracking Your Progress And Knowing When To Adjust

Sending out pitches is just the half of it. You need to know how they’re landing. That way, you can steer your campaign as it moves rather than leaving things to chance.

Set up alerts and monitor social media for conversations tied to your holiday content. If something catches on, lean into it, and use that momentum in further outreach. If something flops, check where the interest dropped and revise accordingly.

You might find parts of your story land better than others. Don’t be afraid to shift focus if something sparks more attention. A responsive approach can keep your media efforts alive longer into the season.

To stay on track:

- Use media monitoring tools to track mentions and keywords

- Keep a spreadsheet of targets, responses, and next steps

- Collect journalist feedback, even if it’s a no

- Watch how people engage through comments, shares, or reading time

Campaigns that adapt tend to perform better. Teams that listen and react end up finding the angles that people truly care about. Don’t treat the campaign as done once the press release gets sent.

Make The Holidays Work For You

Improving results around holiday coverage doesn’t come down to a lucky break. It’s the result of early planning, clear messaging, and consistent effort.

When your brand’s story is grounded in real life and shared in the right way, you have a better chance of getting noticed. Weak performance in one season doesn’t mean the next will be the same. Every year is another shot to do things better, to position your business in a more meaningful way, and to build trust with the media through relatable and relevant content.

By planning early, telling sharper stories, and staying flexible, your team can go from being overlooked to becoming part of the conversations that people actually care about during one of the busiest media seasons of the year.

Are you looking to shine during the holiday season and beyond with outstanding media stories? Consider teaming up with a public relations agency. Blue Totem Communications offers customised strategies that align with your brand's goals and the pace of changes across Southeast Asia. Discover how our services can help you create impactful media campaigns and develop lasting media relationships that resonate with your audience.