The Sweet Side of Seasonal PR

When it comes to public relations, timing is everything, and few things are as powerful as tapping into the seasonal spirit. Seasonal PR gives brands the perfect excuse to get creative, connect emotionally, and sprinkle a little fun into their messaging. And there’s no better time to give customers a treat than for Halloween!

Think about it this way, every Halloween, brands go all-in on pumpkin spice, spooky visuals, and clever wordplay. For example, Reese’s does it best with its interactive candy exchanges, by letting trick-or-treaters trade unwanted sweets for peanut butter cups, turning a relatable childhood dilemma into viral, feel-good marketing. Another example of this is Krispy Kreme as they hand out free doughnuts to customers in costume, fueling both sugar rushes and social buzz. These playful stunts keep brands top of mind and put smiles on faces, all while contributing to the overall hype around a holiday!

But the “sweet side” doesn’t stop at Halloween. Seasonal PR can be seen year-round! Think Starbucks’ holiday cup reveals that marks the unofficial start of winter, or Coca-Cola’s beloved polar bear campaigns that make us nostalgic for cozy nights in. Even smaller brands use holidays to their advantage! Things like local bakeries rolling out heart-shaped cookies for Valentine’s Day or gyms launching “New Year, New You” promotions that keep resolutions alive (for at least a few weeks).

What makes seasonal PR so effective is its emotional pull and an aspect of nostalgia. It invites people to celebrate, to belong, and to share the joy on (and off) line. The best campaigns don’t just sell products, they sell moments and feelings.

So whether it’s ghosts, garlands, or glitter, remember this: tapping into the calendar isn’t just good PR, it’s a way to remind audiences that your brand is part of the same story they’re living, one season at a time.

Isabella Zdanowski is a current junior pursuing a degree in Marketing with a minor in Advertising and Public Relations. She currently serves as PRSSA’s Internal Communications Director and works at the Office of Student Life as the President of Activities for the Campus Activities Board! After college graduation, Isabella hopes to work in venue and event marketing!