Wondering how you can gain strategic visibility this December? Venelize de Lange from media update explores how communicators can turn end-of-year downtime into a launchpad for brand positioning and New Year success.
As most know, 'Dezemba' in South Africa is not something you explain, but something you experience. Come 15 December, and the country all but shuts down, leaving a handful of unlucky skeleton staff to hold the fort for the next few weeks.
It is a season defined by festive chaos: braais, beach trips, (somewhat) responsible drinking and, of course, enthusiastic overspending. The long awaited holiday has finally arrived, and most people slip happily into celebration mode.
But, while this month is the long-awaited holiday most have anticipated for the entire year, for public relations — it's time to hustle. Rather than slowing down, smart communicators can use the festive season to build momentum, set the tone for the new year and stay top-of-mind.
Here's how to lean into those opportunities:
1. Don't Pause, Be Proactive
It can be tempting to wind things down in December, especially in markets like South Africa where the holidays dominate. But, instead of kicking up your shoes and waiting for Santa's visit, use this month to pitch thought leadership: focus on trend forecasting, year-end reflections, or predictions for the year ahead.
Executives are already thinking of the bigger picture, even in holiday mode, so capture that insight in media articles now and get them ready for January.
2. Maintain Meaningful Social Presence
Even if your audience isn't in full business mode, they are still online. Keep social content warm and human. For example, try and make use of “Season's greetings”, team shout-outs, or 'look-back' highlights from the year. These kinds of posts help maintain visibility and reinforce your brand's personality.
3. Build Out Your Content for the New Year
With slower news cycles and more people on leave, December is an ideal time to plan ahead. Be smart with your publicity, and write and approve January media content now (when journalists and stakeholders are still loosely available), so you can hit the ground running when the new year begins.
4. Keep Monitoring and Stay Prepared
Just because it's the holidays doesn't mean communication risk disappears. Set up alerts to respond and prevent crisis comms from taking over your vacation days.
Also, use this time to plan any big announcements for January (like partnerships or launches), so that you can start the new year prepared, rather than scrambling to manage surprises.
5. Plan Your Festive PR Campaign Early
Festive campaigns require foresight. Start planning your content now — from seasonal blogs and social posts to press releases — to ensure your messaging is cohesive and engaging.
Additionally, don't forget about collaborators. Reach out to content creators and influencers early, so you can align on campaign goals and tone.
6. Leverage Digital Gift Guides and Online Media
Many print publications may already have their December issues locked, but digital platforms are still open. Pitch your products or services to digital gift guides or online editors, since this is a great way to gain visibility and drive traffic to your website.
7. Position Your Products as Perfect Gifts
Finally, think creatively about how your products or services fit into gift giving. What makes them unique? Can you bundle them or frame them as eco-conscious or experience-led gifts? Placing products in curated lists or creative contexts can elevate both brand and value.
The takeaway? December might be holidays and rest, but that doesn't mean it's a PR shutdown. Use this quieter month strategically: build thought leadership, plan your content, maintain visibility and position your brand for a strong start in January.
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*Image courtesy of Canva
**Information sourced from Red Ribbon Communications and Honest Communications