Top PR mistakes brands make at year-end - and how to avoid them in 2025
Sleeping on PR can mean missed opportunities for visibility and growth. But here’s the good news: with the right strategy, you can stay ahead.
This blog post covers the most common year-end PR mistakes and actionable tips to help you avoid them. Let’s make 2025 your best PR year yet.
Ignoring long-lead opportunities
It’s often tempting to focus solely on short-term wins. However, overlooking long-lead opportunities - like features tied to seasonal events or upcoming trends - can cost your brand valuable exposure. Many long-lead publications, such as magazines, plan their content three to six months in advance.
How to avoid it:
Timing is everything in PR. To stay ahead, familiarise yourself with magazine lead times and use a PR calendar. By pitching products and stories aligned with editorial schedules, you make sure your emails land at the perfect moment, increasing your chances of coverage.
2. Overlooking recurring press themes
Every year, certain topics dominate the media cycle - think “New Year, New Me,” Dry January, or Veganuary. Failing to anticipate these themes means missing out on predictable opportunities to position your brand as relevant and timely.
How to avoid it:
The news cycle is predictable - use it to your advantage. Look back at previous coverage at this time of the year and identify recurring themes that align with your brand. Use this insight to pitch ideas that tie into what journalists are likely to cover again. Think of it as proactive newsjacking - getting ahead of the conversation rather than scrambling to join it.
3. Forgetting to track coverage
You might already have been featured in the press without realising it. Journalists are swamped with deadlines and rarely notify brands when they’ve been included in an article.
How to avoid it:
Use Google Alerts for brand-related keywords.
Sign up to Readly to monitor magazine features.
Use analytics tools like GA4 and backlink trackers to see how your online visibility is growing.
By tracking your coverage, you can share wins with your audience and strengthen your press relationships.
4. Losing momentum post-Christmas
Many brands go silent after the festive season, assuming the PR push is over. This approach leaves early Q1 opportunities - such as “New Year” trends and national awareness days - on the table.
How to avoid it:
Get a head start. Use December to plan your Q1 pitch emails. Highlight relevant themes, tie your pitches to January trends, and take advantage of the post-Christmas lull when journalists are looking for fresh stories. Kicking off strong in Q1 can set the tone for the rest of the year.
5. Underestimating the power of social proof
Social proof - customer testimonials, reviews, user-generated content and press coverage - is one of the most overlooked assets. These elements build trust and credibility, helping to strengthen your brand’s reputation.
How to avoid it:
Year-end is the perfect time to gather and showcase your wins. Highlight positive customer stories, testimonials, and reviews across your marketing channels:
Add magazine logos or quotes to your website.
Share user-generated content on social media.
Include testimonials and press features in email campaigns.
Publish a blog post reflecting on your brand’s press success and impact over the year.
These trust signals don’t just boost credibility - they set you apart from competitors in an authentic way.
PR is a long game, and the end of the year is a prime time to lay the groundwork for future success. By avoiding these common mistakes and taking a proactive, thoughtful approach, you’ll maximise brand visibility and set yourself up for a standout 2025.
The PR opportunities are out there - are you ready to make the most of them?
Join us for our free workshop on January 14th at 12pm. Learn how you can implement PR strategies in-house and get the roadmap to drive big PR results without the agency fees. Book your spot now and get ready to take control of your PR in 2025.