Is summer the right moment to increase your PR activity, or is everyone already thinking about their holiday? Would it be better to wait until autumn, when business returns to its usual pace?
It is tempting to assume that communication should pause when other activity slows down. But building recognition and media relationships is a continuing process, not a search for a few minutes in the spotlight.
Relevant trends, insights, data, opinions and company news can be useful throughout the year. Summer may offer opportunities, although the right timing always depends on the story and the people you want to reach.
Keep sharing worthwhile news
Newsrooms do not all close for the holidays. Newspapers continue to appear and online publications still need stories. A journalist’s availability and workload may differ, so check rather than assume.
If you have relevant news, consider whether summer is a suitable time to share it. Do not automatically hold everything until September simply because that feels like the start of the next busy period.
For a print publication, an early conversation may also feed into an issue planned for after the summer. Understanding editorial lead times helps you make a useful approach.
Give your own channels some attention
A quieter period can create space to improve your company blog, develop a LinkedIn presence or review the way your channels work together.
Ask what your audience would find useful and whether the information is easy to discover. A content calendar can help turn good intentions into a manageable plan.
Do not assume everyone has more time to read during the holidays. Look at the audience’s needs and habits, and choose topics and formats accordingly.
Consider a mid-year perspective
Many organisations publish year-end reviews and predictions. A thoughtful mid-year update can offer a different moment to contribute.
What has changed in your market during the first six months? Which developments deserve attention in the next six? Do you have evidence or experience that helps explain them?
The value comes from the insight, not simply from putting “half-year update” in the title.
Prepare for autumn
When many businesses save their announcements for the same period, competition for attention can increase. Summer gives you time to prepare the story, supporting material and people involved.
Check upcoming events, editorial themes and spokesperson availability. A prepared team can respond more effectively when an opportunity appears.
Summer is therefore a useful part of a continuous PR approach. Use the period deliberately, whether that means sharing news now or getting the next stage ready.
For help planning your communications, contact Progress Communications.
Veerle Wijsgeer
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