As the year 2024 approaches its end, many companies are scaling back on PR and marketing efforts. Perhaps most of the allocated budget for the year has already been spent, or perhaps they’ve decided to shift the focus towards internal planning for the upcoming 2025. 

But here’s the thing: winding down PR efforts now means missing out on some great opportunities to make a strong impression in the media before the year is out. Rather than wait for January to start “reheating,” companies have a chance to use end-of-the-year media attention to their advantage. They can potentially even build momentum that will carry over into the next year. 

In this article, we’re going to cover some of the ways your company can gain media traction and stand out while the competitors are slowing down.

Year-End Media Rush Presents an Opportunity for You

Come December, journalists grow hungry for the kind of content that would “finalise the year” — industry recaps, forward-looking insights, forecasts, and expert opinions. They’re actively seeking perspectives that can bring closure and set the tone for what’s ahead. This is a prime opportunity to put yourself out there by sharing thoughts on the past year’s trends, offering predictions, and demonstrating expertise in your chosen field. 

Contributing articles, opinion pieces, and interviews on topics you know well isn’t simply about showing up in the media — it’s about establishing authority and setting the stage for your business in the new year. Such content will add credibility to your brand, and people will remember you as a source of quality information long after the holidays are over.

Leverage Multiple Formats to Showcase Your Expertise

A great thing about end-of-the-year media coverage is how versatile it is. Recaps, predictions, and analyses are all highly sought-after formats, giving you plenty of options to experiment with. But there’s no need to limit yourself to just business-oriented content; articles with a lifestyle angle are also viewed with great regard at this time of year. 

Consider sharing your thoughts on lighter, more human-centred topics: things like gift recommendations, interesting books you’d read this past year and would gladly recommend to others, or even just ways you’ll be celebrating the holidays. This is a unique chance to showcase the personality behind your brand name, expanding not just your media presence but also your connections with your target audience on a more personal level.

An Ideal Time for Emerging Voices to Establish Themselves

Here’s another advantage to doing PR at the end of the year: this time is good not just for established experts but also for new ones. It is a window for emerging brands to join the conversation, especially in media that focus on creating accessible content that welcomes fresh perspectives. 

Think about putting together a roundup of your favourite podcasts that you think fellow entrepreneurs could benefit from, must-have tools for startup founders in your niche, or team holiday traditions. These types of stories are approachable, appealing to a wide audience, and likely to attract readers, making them a perfect fit for brands that are still in the early stages of building their reputation.

Contribute to Market Reports and Analytics to Build Authority

Circling back to business-focused content, consider making a habit of releasing reports or year-end reviews packed with valuable analytical data and market insights. These can be great tools for building your brand’s reputation as a thought leader. Journalists like to quote statistics when preparing “results-of-the-year” types of materials, so reports from companies with interesting yearly data can spread well across media outlets.

Moreover, if you choose to turn this into a regular yearly practice, you can create a cycle of expectation, where your audience will expect insights from your company every year. Adopting this practice can position your company as a go-to choice for valuable, timely information in the eyes of both journalists and customers alike. 

You can send such reports directly to clients and investors, share them with journalists, or even present them at year-end events, solidifying your authority and position in the market.

Fewer Voices, More Impact

To sum up, the end of the year offers a unique advantage to those who are willing to seize it: your contributions have a higher chance of standing out while other companies are pulling back. By maintaining a steady PR presence, you can boost visibility so that both journalists and your audience keep you in their minds. 

This is a strategically sensible, forward-thinking approach, and you have to make use of it if you wish to give your business a strong head start in the new year.

If you wish to explore these possibilities in greater detail, contact us for a free 30-minute consultation.