Ahh, sweet summer. Sunshine, iced coffees, maybe a little patio brainstorming.
If you’re wondering whether summer is a good time to pursue PR, it can be! Depending on your brand, you have to strategize a little differently. Here are some wins, challenges and some practical ways to make the most of PR during the summer months, without burning out.
Why Summer Can Work for Your PR Strategy
First off, newsrooms are quieter this time of year. Writers and editors are taking vacations, long weekends and knocking off early so there are often fewer people covering the same amount of content. What does that mean for you? If your pitch is solid and well thought out, you might actually have a better shot at getting noticed simply because there’s less competition and your story could be an easy win for a journalist wanting to hit the lake.
It’s also a great time to get in with a new editor or decision-maker if a regular leader is out of office. If you’ve had your sights set on a particular publication, summer could be your chance to connect with someone else on the editorial team, someone who might bring fresh eyes and a new perspective to your story. Sometimes, it just takes the right person seeing your pitch at the right time.
Think about seasonal relevance: Summer products, warm weather fashion, outdoor gear, travel deals, or targeting your audience while their inboxes are quieter. Your message can fit perfectly into what consumers and media are already thinking about.
Tap into what’s happening locally. Events in your community, networking opportunities, festivals or markets offer sponsorship, connection and collaboration opportunities. Holidays like Canada Day, Pride, Car-free days and outdoor movies. Get out and meet people or support a cause that aligns with your brand values.
Also, with fewer big launches and announcements happening, there’s more room for lighter, seasonal stories and a great time to pitch evergreen pieces. Evergreen stories are the ones that aren’t tied to a specific date. They’re timeless, relevant year-round, and perfect for filling editorial gaps during a slower season. Editors love them, and summer is prime time to get them placed or start the conversation.
The Chilly Side of Summer PR
It’s not all sunshine and quick wins en route to the beach. That same vacation season means slower response times and fewer decision-makers available. If you’re someone who thrives on fast-moving deadlines and quick turnarounds, summer might test your patience.
You might also notice a dip in energy overall—audiences are out living life, media folks are catching up, and inboxes aren’t always the most active place to be.
But here’s the thing: slower doesn’t mean worse. It just means different.
What To Do This Summer for your PR strategy
Strategize, Rest and Get Creative
- Rework and re-angle existing pitches. If someone new is sitting at the editorial table, you’ve got a chance to tell your story in a different way. Don’t be afraid to go back to past story ideas and freshen up your approach.
- Focus on relationship building. Use this time to introduce yourself to writers and editors, either by email or even through social media. Ask what they’re working on or what’s coming up for fall. Be curious and develop the relationship so when the holiday season hits, you’ve got a rapport.
- Pitch evergreen (timeless) content. These kinds of stories are gold for editors looking to fill space without a ticking clock. Think “how-to” guides, product roundups, behind-the-scenes features, founder stories. Even if these stories don’t land right away, there’s no deadline to getting them published.
- Start planting seeds for fall. If your business slows down in the summer, use that time to prep for what’s coming next. Draft your fall or holiday campaigns now and get ahead on long lead pitches.
- Strategic follow-ups. If you sent a bunch of pitches in the spring and haven’t heard back, this is a great time to follow up. Gently. Thoughtfully. With purpose.
- And … rest. You’ve been going full steam all year. Recharge. Reconnect with your creative energy. Your best ideas often come when you finally give your brain a little breathing room.
Summer Should Be Fun!
Anyone else watch Summer House?! Kyle knows. Summer PR isn’t about pushing harder, it’s about working smarter. Fewer people at their computers can mean more opportunity if you lean into what this season actually offers: more time for relationship-building, less pressure to break news, and space to think long-term. It’s important also to respect writer’s and editor’s downtime. Acknowledging an OOO and respecting their schedule with spacious followups will land better than constant reminders.
Summer PR doesn’t have to be quiet; it can be strategic, effective, and fun. Focus on relationship building and creative approaches to pitch angles. Both can be done from a lounge chair.
If you want support fueling that creative campfire, book a PR Power Hour and let’s chat about strategies for telling your story. Book a PR Power Hour here: wintcommunications.com/pr-power-hour
