The holidays are a perfect time for brands to connect with their audience on a meaningful level. Regardless of your brand, there are a few guidelines to keep in mind from a PR perspective, as well as some key pitfalls to avoid. From influencers to non-profit partnerships, here are four tips for PR professionals looking to craft more effective brand communication during the holidays.

1. Launch a cause-related partnership

Cause-related partnerships provide brands with a unique opportunity to align themselves with a wider social mission during the holiday season. By joining forces with a non-profit, charitable organization, or community initiative, brands can show their commitment to making a positive impact beyond just paying lip service to a cause. This not only enhances brand reputation and fosters a sense of corporate social responsibility, but also resonates with consumers who are increasingly conscious of supporting brands with a purpose. Cause-related partnerships during the holidays allow brands to stand out amid commercial noise, build emotional connections with customers, and differentiate themselves by demonstrating their commitment to giving back.

2. Be sensitive and inclusive

Every brand has a slightly different messaging strategy, but it’s crucial that yours doesn’t exclude any cultures, religions, or alternative ways of life. Instead, focus on acknowledging the differences within your customer base, and make sure your messaging is broad enough that it doesn’t inadvertently exclude certain groups. Showcasing diversity within your brand can go a long way, too. Consider having individual employees share holiday greetings that resonate with their specific culture, nationality, and/or language.

3. Tell compelling stories

Storytelling remains a timeless strategy in brand communication. It’s important to craft compelling narratives that resonate with the emotions and aspirations of your audience during the holiday season. Share heartwarming stories of how your brand has made a positive impact on individuals or communities. Highlight the human side of your brand, showcasing acts of kindness and generosity. Be authentic and relatable, allowing customers to connect with your brand on a deeper level. Through storytelling, you can create a lasting impression and cultivate brand loyalty that extends beyond the holiday season.

4. Partner with influencers

Influencer marketing is a proven way to boost your brand’s credibility and build buzz about your offerings. In fact, 17% of companies spend over half their marketing budget on influencers. With the help of influencers who align with your brand’s values, it becomes easier to build an intimate connection with your target audience—whether through a Pinterest list, an eye-catching Instagram post, or a compelling video. From sponsored posts to takeover collaborations, influencers can amplify your brand message and extend its reach. Leverage their creativity and expertise to create captivating content that resonates with their followers. By harnessing the power of influencers, PR professionals can forge meaningful connections with a broader audience.