"Do journalists get vacation? No, not really—at least, not at holiday times," says Catherine Hamm, Travel Editor, Los Angeles Times (circ. 983,727). "For example, Tuesday the 4th of July is the day we close our section here. So we don't take that. And there are also a lot of Monday holidays. Reporters usually don't get those either," she adds.

Yet Hamm is quick to point out that this is not a complaint. "It comes with the job. The result is that we often take non-holidays off," she explains. "Basically, this means that you can't follow a regular calendar if you're in journalism. For example—and this isn't self pitying—I am still hoping to take my Fourth of July vacation from two years ago." Hamm offers these additional, lesson-implicit insights into the work life of daily journalists and editors. Her tips are particularly relevant to PR practitioners seeking to pitch—and place—stories during holiday weeks such as this one:

1. Cross-training can widen the scope of who you pitch. "In the event that an editor or reporter is able to schedule time away, somebody else covers her beat," says Hamm. "In the media, everybody is cross-trained to do everything. So, for example, a deputy editor can fill in admirably when I am gone. Everybody can do other jobs. They might not have intimate knowledge of the specific job—but staff are certainly qualified to cover for each other. It's something we have to do and it exposes us to various departments and other areas of expertise. Cross-training ensures that our focus isn't too narrow."

Her point? "I think this is relevant to PR people because you need to know who you're calling," Hamm offers. "If you're not sure whether your usual press contact is going to be in—then call and ask in advance who you should be reaching during times like Memorial Day, Independence Day, Labor Day or the New Year."

2. Surprisingly, holidays may be the perfect time to pitch. "It's just not as hectic around here during the holidays," Hamm relates. "For example, during this week, our phones never ring. PR calls, freelancers and sources usually keep the phone hopping every Monday through Friday—but those dry up during weeks like this. It gets really quiet during the holidays. Too quiet. It's a good time for us to get things done. But after a while, things feel a little lonely," she quips.

Her advice: "Now is a good time to call. You will stand out as somebody who understands that there's less traffic this week," Hamm says. "There's still copy that has to run for [the holiday] week—so this is a great chance to cut through the clutter."

3. Holidays are not a good time to unplug if you're in PR. "On the flip side of this, since we're not taking time off—it can get frustrating because we can't get anybody on the phone," Hamm says. "We still have deadlines to meet, but it's like all the PR people and contacts we need disappear. I had this problem over Memorial Day. The PR person I needed for a hotel was gone. The person filling in for her was gone. I didn't get any call backs. I was mad about it." Her advice: "If you're going to be out for a few days, check messages regularly. Or provide a cell phone or live back up."

In addition: "I think the real lesson for PR is to understand what goes on in the newsroom," Hamm elaborates. "Again, if you know it's going to be quiet here, set yourself apart by calling or being available. This is especially the case at the holidays near year's end. For our department, December and January are the busiest months of the year. Our 'Annual Travel Source Book' needs to have every number and site in it. It's a huge section. It takes a lot of verification and planning—but the last two weeks can be extremely difficult for us because PR people are gone."

4. See the media as your primary client—not just the business you represent. "I realize PR people aren't in customer service," Hamm says. "But, I've heard PR people say the media are their clients—so it goes both ways. Think of extraordinary customer service and try to be there for us. The people who establish relationships with us by being available really solidify that arrangement. It's all about relationship building. If a PR person calls me back during a holiday, I'm going to remember that," she assures.

5. Pay particular attention to lead times before vacations. "This Monday and Tuesday, we're working on the July 9 issue," Hamm shares. "We'll be working on the July 16 copy on Wednesday and Friday." Her advice: "Be aware of these things. Use that time to help us work ahead. If you're taking off this week, then provide us contacts or photos or whatever the week before, especially since ours is a weekly section."

6. Consider pitching wires during the holidays—they get more play now. "Do papers use more wire service stories during holidays to fill holes in copy? Yes, there is a tendency to do that," Hamm concedes. "At minimum, we'll use the wires as tip sheets during holidays because leads and calls really drop off. So reaching out to the wires at that time might be a good idea if you're in PR," she allows. "You might see wider pick-up now."

7. Don't clutter the mail with gifts and goodies during holidays. "Most of the stuff we get in the mail ends up getting donated," Hamm reveals. "Also, if you send anything over $50, that is going to cause a problem. The journalists you're sending to will feel uncomfortable with anything lavish and most of us have rigid requirements for what we can accept." She offers this example: "I just got a bottle of champagne from a PR person as an apology. It was a gracious, nice gesture—but unnecessary. I put the bottle in our silent auction because I felt uncomfortable about accepting it."

Her advice: "Save your money and donate it to charity directly. But keep those cards and letters coming. Greeting cards during the holidays are nice," she concludes. "Don't forget us during the holidays—both as pitch recipients and as people."