There’s not much point in launching a story about Christmas turkeys on Boxing day. Most people have had their turkey by then. Running a story on holidays would be relevant on Boxing day as that is a day when typically bookings see a spike. Mirror what advertisers are promoting and tap into their agenda. Our recommendation is think about when the subject is likely to be at the forefront of people’s minds. For example, on the last postal day before Christmas, a story about Christmas cards will do well.
Try not to focus too much on the brand or product you’re trying to sell. Commission a piece of research around the theme that will give news organisations a way to get into the story. For example, if your brand is a card company, commission a survey to find out how many people send Christmas cards versus how many people send e-cards. News media won’t want to be seen to be promoting a product, but if they can find a “top line” they’ll be more likely to want to cover the story/campaign e.g. 8/10 people still prefer to send paper Christmas cards instead of Christmas e-mails.