How to Strengthen Your Source Network During the Holidays
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The holiday season isn’t just about rest, reflection and celebration. It’s also one of the most strategic times to deepen your relationships with contacts and expand your network of reliable sources. With a little intention, December can become your most productive month for future story-building. Here are some ways to use the season to your benefit without feeling transactional or intrusive.
Start with Genuine Gratitude
Editors, publicists and subject-matter experts often feel overwhelmed during the year, but the holidays tend to slow things down a bit. Sending a brief note of appreciation, such as highlighting an article that you liked or letting them know the value they brought to your reporting, creates a positive atmosphere. This acknowledges your relationship while leaving room for growth.
Use Holiday Events as Warm Touchpoints
Industry gatherings, nonprofit holiday fundraisers and casual mixers are great opportunities to meet new sources in a relaxed environment. People are more open to conversation when they don’t feel the pressure of the immediate workplace. Prepare a few approachable questions (“What are you most excited about in your field next year?”) to spark meaningful dialogue. Connections made in low-pressure environments often become some of your strongest!
Share a Year-End Wrap-Up to Stay Top-of-Mind
A simple holiday email or social media post summarizing your top stories of the year can recap your work and remind potential sources what kind of reporting you do. It allows future contacts to understand where they might fit and can position you as someone worth staying connected with in the coming year.
Offer Value First
If you come across a trend report, new study or opportunity that’s relevant to one of your existing contacts, send it along. Helping someone else do their job better without expecting anything in return builds trust and reciprocity. Holiday generosity is the perfect excuse to help others.
Set the Stage for 2026
Before the year ends, schedule a few January quick meetings or informational interviews. People will return from the holidays recharged and ready to discuss new ideas. When you are at the top of the calendar, you’ll start the new year ahead of the curve.
The holidays offer a time for warmth, connection and reflection, making it the ideal time to expand and strengthen your contacts. With the right approach, outreach can transform your connections into long-term and mutually beneficial relationships.
Ready to make new connections with subject matter experts for your next story? Discover qualified sources at thousands of member organizations with ProfNet.
Caroline Gordon
Caroline is a highly outgoing Senior Content Editor for PR Newswire born and raised in Baltimore, MD. Caroline is a Randolph-Macon College graduate with a bachelor's degree in Political Science, Communication Studies and Religious Studies. She loves Solidcore, going to see new movies and traveling the world as much as possible.
