As shops, cafes put Mariah Carey on all day, and the holidays appear on the horizon, PRs begin to wonder.
“To pitch (in December), or not to pitch?” It’s the PR world’s version of Hamlet.
Every year, in-house teams, agencies, and startup founders face the same seasonal puzzle. The inboxes start slowing, calendars fill with OOO notices, and there’s a general sense that media is winding down. So is December a lost cause or an overlooked opportunity?
The truth is neither. But it can be either, depending on how you play it.
Myth: December is a Write-Off. Reality: It’s a Window Few Know How to Use
December has a bad reputation. People assume it’s a dead zone, so they stop pitching entirely. But that very perception creates opportunity.
If everyone else is going quiet, your pitch (if relevant and realistic) is more likely to land. Not because it’s the best story ever, but because the competition for journalist mindshare has thinned out.
We’ve seen this in action: one client insisted on pushing a funding story right before Christmas. It wasn’t our ideal timing and we advised a January hold, but the journalist had one pre-holiday slot open. The result? A strong interview, a clean piece in a top-tier startup outlet, and media ammo that still serves the client today.
Would it have done better in January? Probably. Was it a waste of a bullet? Definitely not. But it worked because we were strategic and lucky.
The Sweet Spot: Early to Mid-December
Here’s the real pro move: aim for early December.
By this point, journalists have usually wrapped up their major features, and they’re looking to slot in lighter, quicker content. Stories they can clear before switching to Out of Office mode. Hit this window with a timely, digestible, and value-driven pitch, and you’re golden.
After mid-month, the window narrows dramatically. Responses get slower, publication dates get pushed, and even good stories risk drifting into inbox limbo. If your pitch is complex or needs coordination (interviews, embargoes, multi-party sign-off), save it for January.
When a December Pitch Does Make Sense
Let’s be clear: December is not the time to launch your most important story of the year unless you’re in a bind (funding pressure, investor expectations, timely news hook).
But some stories can actually benefit from the festive period. Year-in-review insights work well if you’ve got sharp analysis or original stats. Just skip the generic “2025 trends” unless you’ve genuinely broken new ground. Consumer or seasonal tie-ins can land if they’re about holiday behaviors, travel trends, or end-of-year financial patterns. Founder profiles or product spotlights work as lighter filler pieces when the heavy features are done, especially with strong visual assets or a personal twist.
Just make sure your story is easy to digest and fast to publish. If your pitch requires a two-week approvals cycle, rethink it.
The Hidden Truth: PR Doesn’t Slow Down in December
Let’s bust another myth while we’re here. No, PR teams don’t go on snooze mode in December. The good ones? They’re sprinting.
It’s one of the most intense planning months of the year. We’re wrapping up campaigns, mapping out the next quarter, refining messaging, and locking in media calendars for January and beyond.
If you’re a founder or marketer, this is the month to get aligned with your agency or internal comms team. Get your assets in shape. Build your press pipeline. Do the hygiene work (hello, media kit and About page) so you’re ready to move when the world wakes up again.
January Is a Shark Tank. Prepare Accordingly
January isn’t just the start of a new year. It’s a media feeding frenzy.
Journalists return refreshed (hopefully), inboxes overflow, and everyone who paused in December now wants coverage. That’s why the smart move is to use December to prep.
If you’re not pitching, be planning. If you’re not landing stories, be polishing the ones that will. If you’re not publishing, be strategising for when you do.
Final Takeaway: Don’t Waste the Month, Just Use It Wisely
December isn’t dead. It’s just different.
If you have the right story, the right timing, and the right expectations, it can work. Really work.
But if not? Don’t force it. Save the bullet, plan with purpose, and use the quiet to get your comms house in order. That way, when January hits, you’re not scrambling. You’re soaring.
And whatever you do: don’t go silent. Strategic momentum now means stronger execution later.
Bonus Insight
December can help startups punch above their weight. Just like funding announcements artificially boost newsworthiness, the lowered noise in December means your mid-tier story might get top-tier attention if it’s smartly positioned. But know your risk: if you believe the story could crush it in January, why waste it on a sleepy month?
In other words: be grown-up about it. Know the stakes. And choose wisely.
Happy (strategic) pitching!
