Don’t let the ‘media summer slump’ sink your PR ship!

By Michaela Krause

Summer time = vacation time. Consequently, many people are out of the office, and companies tend to postpone agenda items, decisions, and product launches until autumn when everyone returns fully tanned. This leads to the well-known "media summer slump." Activity slows down, resulting in fewer newsworthy announcements from the economy and politics—parliamentary sessions usually cease during summer holidays.

However, this blog is not just a simple "Happy summer, safe travels, see you in September" message. The summer slump actually presents opportunities for our work and our partnerships with clients.

So turn the tide: view this period as an opportunity for strategic and creative action. Here's how you can leverage it:

1. Highlight "Evergreen" content

The summer slump typically means less competition for story pitching. Fewer entities push out timely news, but journalists still need to fill their outlets. This makes it a great time to showcase evergreen content, which includes:

  • Timeless topics: Valuable content that remains relevant regardless of seasons or trends, such as in-depth blog posts, case studies, and "how-to" guides.

  • Repurposed existing content: Refresh older, high-performing content (e.g., optimize for SEO) and republish it. This extends its lifespan and fills content gaps. Note that this approach doesn't work for general media as old news cannot be republished.

2. Get creative with summer-themed angles, even if you're not a "summer business"

There's always an angle—you just need to find it. Consider summer-themed stories you can tell. Even if it feels like a stretch, summer is a good time to try something unexpected.

  • Find unique stories: Brainstorm creative ways to connect your product or service to summer themes, such as maintaining focus and efficiency in the heat, addressing summer travel challenges, or sharing lighthearted stories about your team or company culture during the summer.

  • Offer summer-specific tips or advice: Position your expertise to provide value during the summer. For instance, a tech company could share tips for ensuring device security while traveling.

  • Consider new channels: While developing stories, think about different channels. A business newsletter might go unnoticed in unattended inboxes, , but an influencer might get more attention when people mindlessly scroll through their feeds on the beach. Understanding your target audience is key to maximizing your summer PR efforts.

3. Build your network and foster relationships

Having addressed evergreen and summer-themed content, focus on other important communication tasks, starting with relationship maintenance.

  • Media relations: When did you last connect with your regular contacts? If they are not on vacation, reach out for coffee or lunch. A relaxed setting allows you to discuss their focuses for the second half of the year and strengthen your relationship.

  • Cultivate team culture: Turn your attention inward. How is your team doing? Use the summer slump to connect with your internal team, discuss the first half of the year, and gain fresh perspectives on making the rest of 2025 even more productive.

4. Prepare for autumn and beyond

With the first half of the year complete, review your strategy and plans for 2025 and make adjustments.

  • Strategic planning: Take advantage of the slower pace to further develop or refine your communication strategy for autumn. Identify upcoming milestones, review project plans, and determine content needs. It's important to start thinking about Christmas as many media outlets begin planning their Christmas content three months in advance.

  • Get ahead: Once you know your content needs for the coming months, start pre-producing. Everything you accomplish now reduces your workload in the busy autumn season.

In conclusion:
As you see, there are many ways to make the most of the summer slump and use that time in a meaningful way. But don’t forget to also value the slower season and recharge your batteries. Embrace breaks, whether it's a mindful walk, an offsite team outing, or simply enjoying your holiday – whatever helps you and your team regain energy and foster creativity. 

Jamie Kerr