Don’t Let Your PR Go on Summer Vacation: How to Keep the Media’s Attention Throughout the Season

Summer might be slow, but your PR shouldn’t be. While competitors are sitting on the beach and ghosting their inboxes, your brand has a golden opportunity to stand out.

Journalists may be working with lighter editorial calendars, but they’re still hungry for fresh, insightful stories. The trick is knowing how to show up when others are snoozing. Here are a few strategies to keep your brand front and center throughout the summer and beyond.

Fill the news hole while others are quiet. Many companies ease off the gas during summer, leaving a vacuum in the media landscape. This “news hole” is a golden opportunity for brands to insert themselves as go-to experts for their niche, leaning into stories that offer value beyond the day’s headlines.

Proactively pitch data reports, survey findings, midyear trends or insightful commentary to connect with reporters. Offering your executives as ready-to-go expert sources for quick quotes or interviews can help grab media attention fast. The key? Act quickly and keep pitches concise and relevant. When inboxes are less cluttered, timely and thoughtful outreach stands out.

Conference season = content season.

With the spring event season coming to a close, now is the time to revisit what happened onsite – and turn those moments into lasting value. Conferences are more than just a few busy days; they're insight-rich environments where trends emerge, conversations evolve and industry direction becomes clearer.

Whether your team attended in person or followed from afar, you’ve likely gathered a trove of takeaways that can be transformed into impactful content. From recurring themes and buzzy keynotes to hallway chatter and Q&A sessions, there’s no shortage of inspiration to mine for blogs, social posts, executive briefs or thought leadership.

And even if you didn’t have boots on the ground, you can still tap into the post-event momentum. Monitor the hashtags, read speaker recaps and contribute your brand’s perspective to trending topics. This moment is ideal for repurposing event energy into high-performing content that reflects your point of view, such as quick-take blogs, quote graphics, carousel posts or media commentary. Spring conference season might be over, but the opportunity to lead the conversation is just beginning.

Make your wins work harder

Securing press is only step one. To maximize impact during summer, repurpose coverage into bite-sized, shareable content that fits the casual, scroll-happy mood of your audience.

Turn quotes from media interviews into stylish graphics for social channels. Leverage LinkedIn carousels to unpack complex topics in an easy-to-digest format. And don’t overlook your internal audiences, sharing press wins internally boosts morale and creates brand champions who can amplify your message over socials. Summer’s slower pace means people have more time to engage with lighter, more conversational content, so lean into it.

Build now, boom later

Summer is the perfect time to reset and build a strong foundation for the busy fall press cycle. With the pace a little slower, use these quieter months to formalize your news pipeline, tighten your messaging and get ahead on campaign planning. It’s a valuable window to assess what’s working, spot gaps and align your team before everything ramps up again.

Doing this prep work now means you won’t be scrambling when the news cycle speeds back up and offers a better shot of securing prime media opportunities. Many reporters lock in their Q3 and Q4 coverage plans well before the fall, so laying the groundwork now ensures you’re top of mind when the calendar flips.

Keep your brand in the sunshine

In short? Don’t let your PR strategy hit snooze just because the sun’s out. Summer’s quieter news environment is your chance to stand out, engage meaningfully and build momentum. While others are quiet, your brand can own the conversation and come into fall with a stronger, more visible presence.

Looking to make the most of your PR during the summer slowdown? Contact William Mills Agency today.