As the festive season approaches, organisations need a well-crafted communications strategy that balances seasonal cheer with professional effectiveness. Here’s how to make sure your Christmas communications hit the right note.
Tips for Seasonal Messaging
Strike the Right Tone: Balance festive warmth with brand authenticity. Not every organisation needs Santa hats in their logo, but acknowledging the season shows human connection.
Cultural Sensitivity: Remember your global audience and embrace inclusive messaging that acknowledges different celebrations and traditions during this period.
Content Planning: Schedule key messages early, considering reduced media coverage during the holiday period. Create a content calendar that maintains engagement without overwhelming your audience.
Crisis Management During the Holiday Season
Skeleton Staff Protocol: Set up clear procedures for crisis response with reduced holiday staffing. Make sure key decision-makers are accessible and create a holiday rota for communications team.
Pre-emptive Planning: Find potential seasonal risks (weather disruptions, delivery delays, staff shortages) and prepare response templates and statements in advance.
Digital Monitoring: Keep vigilant social media monitoring, as issues can escalate quickly during periods of reduced staffing. Set up automated alerts for crucial mentions.
Internal Communications During the Festive Period
Clear Holiday Protocols: Communicate working hours, emergency contacts, and expectations clearly to all staff members well in advance.
Celebrate Thoughtfully: Plan inclusive celebrations that acknowledge diverse traditions and accommodate remote workers. Consider virtual celebrations for distributed teams.
Maintain Engagement: Keep internal communications warm but professional. Share end-of-year achievements and set positive expectations for the new year.
Best Practices for Implementation
Schedule key announcements before the holiday lull: Strategic timing is crucial for greatest impact. Plan major communications before staff and stakeholders start their seasonal wind-down. This ensures messages get proper attention and engagement.
Prepare holding statements for potential seasonal issues: Expect common holiday-period challenges by crafting well-thought-out responses in advance. This ensures your organisation maintains professionalism even during reduced staffing periods.
Create feel-good content that aligns with brand values: Develop authentic seasonal content that resonates with your audience. Reinforce your organisation’s core values and mission. Avoid overly commercial messaging.
Maintain consistent response times across all channels: Set clear expectations for communication response times during holiday periods. Ensure adequate coverage across all platforms to maintain service standards.
Balance promotional content with genuine seasonal goodwill: Strike the right balance between marketing objectives and authentic seasonal engagement. Focus on meaningful interactions that build long-term relationships rather than short-term gains.
Remember, effective holiday communications should feel natural and authentic whilst maintaining professional standards. Plan early, prepare thoroughly, and ensure your strategy supports both business objectives and seasonal goodwill.
Author
Olayemi Adesoye holds the position of Communications and Training Coordinator at the renowned London School of Public Relations, where her passion for strategic marketing and proficient communication shines through. Her primary focus centers on the digital domain, where she assumes a pivotal role in strengthening LSPR’s online footprint and fostering connections with a diverse range of stakeholders.