Communicate or stay silent? This question comes up every summer in the public relations industry. The reason is simple: some journalists go on vacation, newsrooms gradually empty out, and media attention tends to be lower. However, completely stopping communication is not the answer. On the contrary, this period provides an opportunity to strengthen relationships and prepare for future announcements.
PR in summer: 5 reasons to keep communicating
1. Prepare for back-to-school coverage
The summer period is the ideal time to prepare the stories that will appear in autumn editions and programs. For example, editorial teams specializing in fashion, food, or lifestyle often finalize their content several months in advance, as explained by Eloise Laloum, independent press officer and founder of the PR agency Melodik, in a previous interview with MediaConnect. According to her, for a brand planning to promote a new back-to-school product, "the story should be pitched in May or June." Summer therefore represents a valuable opportunity to communicate with journalists who remain active during this period.
2. Align with summer program schedule
Not all media outlets shut down their newsrooms during the summer. Television news programs continue, radio stations keep broadcasting information, and regional daily newspapers maintain publication schedules. While staffing levels may be reduced, activity does not stop.
Editorial teams create programming specifically designed for the season and develop dedicated formats such as thematic features, summer shows, and article series. Franceinfo, for example, is covering the Football World Cup and the Tour de France this year. For press officers, these events offer opportunities to position their content within ongoing editorial coverage.
3. Make experts available
Spokespeople are often harder to reach during the summer. As a result, journalists are more likely to seek out experts who remain available.
For press officers, this creates an opportunity to showcase new experts and thought leaders. Success requires responsiveness, preparation, and contingency planning. As Marc Ezrati, journalist and host of the program Le Club Immo on Radio J, recently advised "If an expert is on vacation when a press release is sent out, you need a backup plan with another spokesperson."
4. Benefit from a less crowded news cycle
During the summer, political and economic news generally occupies less space in the media. This creates an opportunity for brands and organizations to gain visibility.
A press officer can, for example, pitch an in-depth report or study that might have been overlooked during a busy political news cycle but can find a natural place in summer coverage.
5. Maintain relationships with journalists
Media relations are built primarily on trust and consistent communication. Remaining present and available to journalists during the summer demonstrates a commitment that extends beyond periods of intense news activity.
This continuity helps build long-term relationships that can prove valuable when future opportunities and media requests arise.
How to prepare your media relations strategy for summer
Media relations rely on the same principles during quiet periods as they do during busy ones: preparation and anticipation.
Before sending a press release, identify the journalists and media outlets that remain active during the summer. Research their programming schedules and consider how you can provide a unique angle or perspective. Finally, establish a distribution calendar for your press releases and ensure that spokespeople are available for interviews or expert commentary when needed.
Rather than viewing summer as a period to simply endure, it is more effective to treat it as a season with its own opportunities and communication dynamics. Adapting your tone, formats, and topics is often enough to transform what may seem like a slow period into a powerful visibility driver.
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