What does a PR consultant do during the summer lull? In one sense, the answer is the same as at any other time: no two days are identical. What may change is the amount of space available for activities that are harder to fit into a busy schedule.
Our original 2016 article suggested five ways to use that space before autumn activity increased.
1. Identify upcoming opportunities
Look ahead to magazine themes, relevant events, special dates and subjects likely to generate discussion. Put them in a clear plan so a useful opportunity does not arrive before you are ready.
That preparation can include thinking about research or data that would help a client contribute something meaningful.
For example, our work with Indeed in 2016 explored jobseekers’ interest in the United Kingdom after the Brexit referendum. Being prepared helped us respond quickly to the news. The example illustrates the value of readiness rather than suggesting that every current event is suitable for a brand to comment on.
2. Make time to brainstorm
Once you know the opportunities, discuss how the team might approach them. A quieter period can give people room to develop ideas before a deadline becomes urgent.
Changing the setting may help. Go outside or invite colleagues with a different specialism to join the discussion. Our tips for a productive PR brainstorm offer a starting point.
The aim is not only to produce a long list. It is to find ideas that fit the client’s objectives and can be developed into something useful.
3. Turn the thinking into advice
Share your plans with the client. Explain which opportunities are relevant, what preparation is needed and how the activity connects with the wider communications goals.
Autumn trade shows, publication themes and business announcements can all require work in advance. Summer planning helps make that work deliberate rather than reactive.
4. Invest in relationships
PR depends on relationships with clients, journalists and other people in the communications process. If a contact is available, a conversation over coffee can help you understand what they are working on and what information might be useful.
Respect their time and interests. The purpose is to listen and learn as well as talk about your own projects. Relevant media relationships develop through that continuing exchange.
5. Keep learning
A less crowded diary may create room for a course, an event or some focused professional reading. Think about a skill you would like to improve and how it would help your work.
The original article mentioned analytics certifications and consultancy training. The specific course should match your needs; the broader habit is to keep developing as the profession changes.
Write down what you want to learn and choose a practical next step. Otherwise, the quieter period can pass without the opportunity being used.
Use the breathing space well
The summer lull does not have to mean a pause in progress. It can be a useful moment to review a strategy and prepare what comes next.
If you are looking for a PR agency in the Benelux, contact our team in Amsterdam or Antwerp to discuss your plans over a coffee.
Corinna
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