Insights, Research

The Data Journalists are Thirsty For (Every Damn Year)

 

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by Nycole Walsh

It happens every year: November hits, and suddenly everyone remembers the media has an editorial calendar. And that calendar is positively loaded with familiar, predictable beats.

Still, somehow, companies keep acting surprised. They scramble to pitch last-minute gift guides or drop travel insights three days before Thanksgiving. Spoiler: the headlines are already written by then.

So let’s be helpful. Here’s the kind of data journalists are always looking for this time of year — the stuff that lands headlines every damn time (if you pitch it right and early enough).

Three EOY Categories of Media Catnip 

1) Travel Trends

  • Where people are going (or not going) 
  • Where they’re traveling, how they’re booking, how much it’s costing 
  • Flight delays, cancellation trends, and the impact on alternative travel choices 
  • Extra hot when layered with a little chaos (see: fuel prices, government shutdowns, strikes) 

2) Holiday Shopping and eCommerce Behavior 

  • Budgets: Are people spending more, less, panic buying?
  • What platforms they’re using (hellooooo TikTok Shop)
  • Category winners and losers
  • Shipping expectations, supply chain drama, returns data

3) Workforce and PTO Data 

  • Who’s logging off vs. who’s grinding through
  • EOY productivity trends (or lack thereof)
  • Burnout metrics, seasonal hiring shifts
  • “New year, new job” data
  • The holiday party landscape and the impact on morale

These categories are always a hit because they speak to real human behavior and tell a broader story about the economy, consumer sentiment, and cultural shifts. They’re the perfect addition for journalists trying to round out trend pieces with something more than opinions and vibes. 

What Makes This Data Media-Worthy

You don’t need to have the biggest sample size or the flashiest chart, you just need to bring something usable to the table:

  • Timeliness: Drop it before everyone checks out for the holidays. 
  • Surprise: If it’s just confirming what everyone already assumes, it’s not news.
  • Simplicity: Can a reporter quote it in a sentence? Can a producer turn it into a segment?
  • Repeatability: Do this annually, and you become a go-to source.

How to Use This in Your PR/Comms Strategy

At this point, it should be clear: the best data-driven PR doesn’t just appear out of nowhere in mid-December. It’s planned in advance and built intentionally around the rhythms of media demand. The good news is that once you know what works, you can bake it into your strategy and repeat it every year without reinventing the wheel.

  • Work backward from the media calendar
  • Build a seasonal data calendar with 2-3 repeatable surveys or trend analyses
  • Partner with an agency (hi 👋) that knows how to design research for coverage, not just content 

Plan it Like a Pro

The best PR moves are proactive, not reactive (or worse, panicked). PR wins when it’s prepared, strategic, and just a little bit early to the party. Journalists are predictable. Use that to your advantage! If you know what they’re going to cover, and when, you can meet them at the right moment with something actually useful.

That’s where data comes in. The right research gives journalists something to anchor their stories, fill in the gaps, and elevate a trend from “feels like” to “is actually happening.”

So, if your 2026 plan involves more visibility, more credibility, and smarter use of data? Let’s talk. We’ve got thoughts.