August has a reputation for being a quiet month. Decision-makers are on holiday, newsrooms are quieter, and businesses slow down. As a result, many companies pause their PR activity, assuming their stories will gain little traction.
But this approach overlooks the opportunities that come with summer PR. While August requires a different approach, it is far from a month to disappear from the media landscape.
Here are some practical tips for making your PR efforts count this summer.
Capitalise on ‘silly season’
Lighthearted, entertaining, or human-interest stories tend to do well in the height of summer. Journalists are often short-staffed and looking for ready-made content to fill pages. If you can provide high-res images and good-to-go commentary or news, you give yourself a better chance of seeing your work published.
Take advantage of the lull
Many organisations postpone campaigns until after the summer, believing September offers greater visibility.
But when everybody decides to wait until September, suddenly you’re competing for space with everybody. When September hits, journalists are flooded with announcements, pitches, product launches and event invitations. Stories that might have stood out in August can become just another email in an overflowing inbox.
Also, if your audience aren’t parents of school-aged children, or teachers (or the unfortunate partners of teachers who have to take holiday out of term time), they’re likely to avoid August and go away in June or September. (I know I would….).
And just because some audiences are travelling doesn’t mean they’ve stopped consuming content. Mobile news readership remains high, social media usage continues, and many business leaders use quieter periods to catch up on industry reading.
Thought leadership, opinion pieces, long-form features, and evergreen content often find engaged audiences during this slower period. With fewer major announcements competing for headlines, smaller stories often have a better chance of pickup.
Focus on inbound opportunities
If your team is also short-staffed in August, or you’re just frustrated with receiving auto replies to your pitches, prioritise inbound opportunities.
Find live journalist requests, and concentrate on pieces you know are going ahead, rather than focusing on speculative activity.
Find out early when your contacts are away
Many journalists take annual leave during August, so it’s worth checking whether your usual contacts are away before sending a pitch.
If they are, find out whether another member of the editorial team is handling enquiries. A little research can prevent your story from sitting unread until September.
It’s also worth getting organised when it comes to internal spokespeople and compliance teams too. Many senior executives schedule holidays during August, making it difficult to respond quickly to media requests or breaking news opportunities.
By preparing alternative spokespeople or pre-approved commentary, and giving compliance teams a heads up, you’ll be in a better position to capitalise on media opportunities
Strengthen media relationships
Not every interaction with a journalist needs to be a pitch. August can be a good time to reconnect with key contacts, congratulate them on recent work, or introduce yourself without asking for immediate coverage.
Building genuine relationships often leads to better opportunities in the future.
Create evergreen content
If news opportunities are limited, invest time in producing content that has a long shelf life.
Examples include:
- Industry guides
- How-to articles
- Research reports
- Case studies
- Expert advice pieces
These assets can support future PR campaigns and provide useful resources for journalists.
Focus on planning and preparation
If you’re dead set on waiting, use August to prep for autumn and Q4.
Clean up contact lists, research media outlets, track which journalists have moved or changed beats, and update your distribution databases, so you’re ready to hit the ground running in September.
August doesn’t have to be a dead zone for PR. In many ways, it’s an opportunity to work smarter rather than harder. By taking advantage of quieter inboxes, adapting your approach, and focusing on seasonal relevance, you can make meaningful progress while others wait for September.
While some of us are sharing our overpriced holidays with screaming kids, you could be getting a head start on nurturing media relationships and preparing for the busy months ahead.