Making the most of the Christmas period to get ahead of 2026

By Paige Brewer, PR Senior Account Executive

As I discussed in my previous blog, managing time is one of the most essential aspects of PR. This applies year-round, especially in Q4 as Christmas approaches and the year comes to a close.

Christmas busyness

Before we know it, we’ll be panicking over last-minute gifts and wrapping them up late into the night. It’s something we all promise to start earlier than last year, and yet, somehow, we never quite do. Perhaps it’s about time we learned that lesson. 

The same logic applies to PR and communications planning. It’s easy to get caught up in the immediate rush of client and journalist deadlines, but using this period wisely can set the tone for a smoother, more successful year ahead.

Where do you start?

Once the busyness begins to calm down and journalists start heading off for their well-earned holidays, it’s the perfect time to take a breath and get ahead. The quieter festive period offers a valuable window for reflection and preparation - something that’s often hard to find in the fast-paced PR world.

Here are a few practical ways to use the Christmas period to prepare for 2026:

• Review the year that’s been

  Take note of what’s worked well in 2025. Which pieces of coverage delivered standout results? Which pitches gained the most traction? Identifying trends in your wins and your misses will give you a solid foundation for smarter planning in the new year.

• Refresh your media lists

  Journalists change roles frequently, and the end of the year is a great time to make sure your contacts are up to date. This should be updated as and when there are changes, though clean and current media lists mean you can hit the ground running when everyone’s back in January.

• Build a 2026 content calendar 

  Look ahead at key events, industry dates, awareness days, and seasonal opportunities. Laying this out now means you can start the year with clarity and focus, rather than scrambling to fill content gaps.

• Prepare Q1 press materials 

  Drafting press releases, thought leadership pieces, or feature ideas early will save you time later. Journalists will be easing back into work after the holidays, so having well-prepared materials ready to send can help you secure early coverage. 

• Set Goals and Metrics 

Finally, define what success will look like in 2026. Establishing clear KPIs now ensures your efforts are measurable and aligned with wider business or client objectives.

A productive pause 

While many see the Christmas period purely as downtime, it’s also an opportunity to plan ahead with less pressure. A few strategic hours spent now can make a massive difference once January rolls around. 

So, as you’re ticking off your gift list and winding down for the year, make some time to plan for PR success in 2026. You’ll thank yourself later, and maybe next year, you’ll actually be one of those people who really did start early.