Some media outlets even reorganize or beef up staff around the holidays to allow for an increase in stories on products. Have your publicist help you take advantage of this increased media opportunity. Keep in mind most media outlets have editorial lead-times of a few weeks to 6 months. Also what some entrepreneurs don't realize is this. The potential placement is also directly dependent upon how quickly and efficiently your publicist or PR agency can help the media secure the placement.
Media relations is crucial.
I have in fact had media outlets respond even before the media release seemed to settle in the fax machine tray. Conversely, I also had one media outlet that responded 17 months after a pitch. NO placement is guaranteed, but you can definitely increase the odds. That's why timing of your publicity pitch is so critical. Like the plant that comes from a seed, publicity placements can also grow roots and lead to other arterial media placements in other media outlets.