Your PR health check: 5 things to get in place before the new year

As the festive sales season peaks and the year winds down, December becomes a natural pause point — but it’s also the perfect time to get ahead.

While most brands are busy fulfilling orders or taking a breather, the smartest eCommerce teams are quietly setting themselves up for PR success in the new year.

At PR Dispatch, we believe good PR starts with good preparation. So before January hits, here’s your PR Health Check — five simple but impactful things to review now so you can hit the ground running in 2026.

1. Review (and refresh) your product descriptions

We say it all the time: your product descriptions are part of your PR toolkit. If a journalist clicks through from your pitch to your website and the copy is unclear, vague, or missing details, that’s often where the opportunity ends.

Your checklist:

• Are all product titles and descriptions clear, specific, and benefit-led?

• Have you included key information like price, size, materials, and usage?

• Do they sound like something a journalist could lift into an article?

If you’re unsure where to start, read our full guide: Why Your Product Descriptions Might Be Costing You Press (and Sales).

2. Audit your press image library

You can have the perfect pitch, but without the right images, it’s unlikely you’ll be featured. December is a great time to review what you have and spot any gaps.

You need:

• Cut-out product images (on a white or transparent background)

• High-res JPEGs or PNGs (ideally 300 DPI for print)

• A clear folder structure with everything easy to access via Dropbox or Drive

• A few lifestyle shots (for brand stories and follow-ups)

Need a refresher on the difference? Read our guide: Lifestyle vs. Cut-Out: The Ultimate Guide to What Press Images You Actually Need.

3. Update your website for press-readiness

Your website is part of your pitch. When journalists click through, they want to see clarity, professionalism, and credibility.

Make sure:

• Your About page explains your brand clearly and quickly

• All product pages are up to date and easy to navigate

• Delivery information is current and visible

• There’s an “As Seen In” bar or press section if you’ve had coverage this year

Even if you're not pitching yet, having this foundation in place means you’re ready the moment an opportunity lands.

4. Organise your pitch assets

Think of your PR toolkit like a first-aid kit — you want everything ready to go when it counts.

Create or revisit:

• A short brand boilerplate (1–2 sentences about who you are and what you do)

• Key product info for your bestsellers

• High-quality images (cut-outs first)

• A folder with links, prices, and delivery notes that are easy to copy into emails

This will save you hours when you’re pitching consistently in Q1 or reacting to time-sensitive press opportunities.

5. Set PR goals and timelines for Q1

Most brands go into January without a clear PR plan. The result? Inconsistent pitching, missed opportunities and press left to chance.

Ask yourself:

• What launches or moments are coming up in Q1?

• Which products do I want to push first?

• Do I have journalist-ready assets ready for those?

• How often can I realistically pitch each month?

Setting clear, achievable goals for January to March will give your PR efforts direction. Even one pitch a week can build momentum if you’re consistent.

Final thoughts

PR success doesn’t start with your first pitch. It starts with preparation. Taking time now to review and refine your foundations means you’ll enter the new year with confidence, clarity, and the tools to land the press coverage your brand deserves.

At PR Dispatch, we’re here to help you every step of the way, from press image checks to pitch templates, journalist databases, and strategic support.

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