For example, I have worked with David Getoff, a nutritionist, traditional naturopath, and author of Abundant Health in a Toxic World. For a New Year's pitch, I would highlight his differentiators as a naturopath and his focus on healthy living amid toxicity. And then I would include in the pitch the big thing that the media is looking for: tips, tricks, advice, myth busters and/or stats. (The media in particular love myth busters and stats.)
While personal goals have a natural tie in with New Year's resolutions, business goals can also work well.
My client Curtis J. Morley has written a book called The Entrepreneur's Paradox, which is about how entrepreneurs can elevate their businesses. The New Year's push for this book appeals to budding entrepreneurs or business people who made it a goal to improve their businesses in 2021.