How to Avoid the PR “Summer Slowdown”

Didit Editorial

9 years ago

summer Slowdown

May 29, 2015: Regardless of your profession, I’m sure your company has, at some point, experienced the summer slowdown — a decrease in business during the months of June, July and August. However, there is no reason to slam the brakes on your Public Relations strategy. In fact, you should do the exact opposite. With the right PR techniques in place, you can use the summer to your advantage and even score some great media placements.

•Leverage Holidays (Memorial Day, July 4th and Labor Day) – Can your client connect with a particular holiday in some way? For example, you could potentially get press around company employees volunteering on a holiday or through a holiday-themed event. Local media looks for story angles centered on the three major summer holidays. If your client hasn’t already planned an event, encourage them to do so. It’s a great way to garner some positive press.

•Coordinate Vacation Schedules (internally and with clients) – Summer time poses a lot of problems in terms of scheduling. Be sure to contact your clients and coordinate with employees/team members ahead of time, to be sure you have coverage for everyone’s vacation schedule. If your main point of contact and/or spokesperson is on vacation, be sure to have a backup plan. Media opportunities can be unpredictable at times; you do not want to miss out because you were unprepared and don’t have an interviewee available to speak with a reporter.

•Connect with Assignment Editors (good time to pitch “fluff” stories) – Media is also affected by the summer slowdown. This is a great time to connect with assignment editors who are looking for stories on slow days. It creates a bit of a give-and-take. In other words, if you provide them with valuable material during their slow season, they may be able to help you during their busy time.

•Look for Summer Segments (Ex. News 12 airs “12 Weeks of Summer”) – More often than not, media outlets plan summer series, especially the hyperlocal press outlets. Be aware of these series and look for ways to insert your client into the conversation.

•Insert Your Client into Relevant Angles (pool/summer safety, beat the heat, etc.) – There are a number of topics that are almost guaranteed to be covered every summer, such as beat the heat and pool safety. Look over your client roster and hold an internal brainstorm to look for potential opportunities. Remember to jump on these trends quickly, as other companies will be looking to insert their clients into these topics as well.

By following these guidelines, you are sure to turn up the heat on your upcoming press coverage!