Your Holiday PR Strategy: Long Lead vs. Short Lead

No matter the season, smart PR professionals know that timing is everything. Whether you're promoting a new product, a limited time offer, or a timely campaign, understanding the difference between long lead and short lead media can make or break your coverage goals.

Long lead outlets like national print magazines and some digital publications work far in advance. These editors often plan their editorial calendars months ahead, sometimes up to six months out. If you’re hoping to be included in features tied to seasonal themes, gift guides, or trend spotlights, you’ll need to pitch well before the moment hits. These pitches should highlight what makes your brand timely and relevant, and include hi-res imagery, pricing, availability, and any compelling hooks.

Short lead media, on the other hand, includes online outlets, local news, TV, podcasts, and influencers. These move faster and often operate with only a few days or weeks of lead time. This type of coverage is ideal for last-minute promotions, events, timely expert commentary, or trending content. These pitches can be more reactive but should still include clear calls-to-action and press ready materials.

The most successful campaigns combine both. Begin long lead outreach early to secure higher profile features, and continue with short lead efforts closer to your activation. This layered strategy keeps your brand in the conversation across multiple channels and timelines.

And remember, a “holiday” doesn’t always mean a calendar event. It can be a seasonal change, a lifestyle moment, or even a cultural trend. Brands that show up with purpose and relevance at the right time are the ones that earn attention.

Pro tip: Always have assets ready to go. A well prepared press kit can speed up the process and help you stand out when the media is moving fast.

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