How Small-to-Medium Businesses Can Stand Out in the Holiday Season: A PR Perspective
With December's gift-giving frenzy now in full swing, the holiday season always feels like it arrives faster than expected. Contrary to what some may believe, this period isn’t just for retail giants and department stores to dominate… for small-to-medium businesses, particularly those in tech, fintech, and financial services, it is a great reason to spend a bit of extra effort boosting visibility and solidifying their market positioning.
Here are a few ways to leverage PR to make the most of the holiday season:
Align Your Value to the Season
Writing and pitching stories with a holiday or end-of-year theme is a strategic way to stay relevant with the news cycle while showcasing your expertise. More specifically, try to tailor these ideas to highlight how your business aligns with seasonal needs. For example, a fintech company can provide insight into financial planning for the holidays specifically, offering tips to help individuals or other businesses manage their spending. A tech firm might share advice on cybersecurity best practices during peak online shopping times (and understaffed security teams).
This is a competitive time for news coverage - and by positioning your company as a trusted resource, you will likely increase visibility while establishing thought leadership in your industry.
Boost Your Digital Presence
This time of year is always a high-traffic period for websites, social media, and other channels, requiring additional attention to be paid on the digital side of things. For example, update company websites to highlight seasonal services, limited-time offers, and holiday wishes for stakeholders. Share relevant content on these platforms, such as industry insights or end-of-year tips, to make sure that your company stays top-of-mind and relevant. Platforms such as LinkedIn are excellent for engaging audiences of all kinds.
Consider Charitable Donations
There’s a reason why so many companies take up charitable initiatives this time of year: it is an effective way to align with the spirit of the holidays and generate positive PR. Highlighting past or current involvement in community partnerships or donations is also an easy way to market towards the growing population of consumers who intentionally seek out brands that align with their values of social impact. Plus, these efforts may just resonate well with media outlets looking for a “feel good” piece.
Overall, this time of year provides a great opportunity for small businesses to enhance their image across the board. If you're unsure where to begin, please reach out to me directly at ryan@rjwalkerco.com!