Why Q4 is the perfect time to invest in PR and marketing

As October arrives, many companies begin wrapping up projects while shifting their attention to planning and budgets for the year ahead. The same is true for PR and marketing. The final quarter of the year overlaps with critical planning cycles: executives are rethinking their goals and objectives while editorial calendars and deadlines for the following year are being locked in. It’s also the time when budget decisions are being finalised.

The choices made now – particularly in terms of PR and marketing – could set the tone for the coming year, shaping how customers, partners and the media perceive your business.

The benefits of acting now

Preparing your marketing plan – and specifically PR – in Q4 will ensure you start the new year ahead of the pack through:

  • Early visibility: Media features, customer stories, and thought-leadership pieces identified now will start appearing in Q1, boosting your visibility early on.
  • Building momentum: Instead of starting cold in January, you’ll already have a strong PR strategy – and even a campaign or two – in place.
  • Polished presence: Refreshing your website copy, sales decks, and other marketing collateral in Q4 will ensure your sales team is ready to hit the ground running.

Practical steps to take

  • Analyse and evaluate previous efforts: Consider whether your company’s messaging still speaks to your audiences, especially if your goals have shifted over the past year. Use Q4 to review previous PR and marketing efforts to see what worked well and where you encountered challenges.
  • Prioritise thought leadership: Identify which executives will serve as visible ambassadors for your business and start planning to build their profiles and increasing their visibility.
  • Develop a content strategy: Content is key to demonstrate knowledge, showcase your company’s credentials, and build trust among potential customers. So, use Q4 to map out key themes and messages for the year ahead, keeping your audiences and business goals in mind. Consider a mix of content formats – besides long-form articles, blogs and social media, think how short-form video and interactive assets, and even infographics can be used to support your goals.
  • Seek help where needed: Be realistic about the resources available to you. Does your in-house team have the time, tools and skills to execute a PR and marketing campaign? If not, consider outsourcing to an expert agency. 

By bringing in outside know-how before year-end, you’ll gain a fresh perspective, proven experience, and the extra capacity your team may need. Just as importantly, you’ll avoid losing momentum over the Christmas holidays.

Additionally, teaming up with an expert agency in Q4 will give them time to delve deeper into the business, align with your goals, and prepare plans and strategies so you hit the ground running in January.

Q4 isn’t just about wrapping up the year; it’s about laying the foundation for what comes next. Focussing on your PR and marketing now means you’ll enter 2026 several steps ahead of your competitors, with a strong strategy already in motion.

Ready to get ahead? Let’s talk about how we can help.