Ah, summer is here. Time to kick back, relax and put your communications strategy on autopilot…

Not so fast!

Too often, companies hit pause on comms during the summer months, operating under the assumption that audiences are less engaged or media opportunities dry up. But that mindset creates its own slowdown.

In reality, summer can be a strategic advantage — a time to reassess communications goals, make announcements when there’s less noise, foster relationships with reporters and build momentum before the crowded fall season.

The “summer slowdown” is a self-fulfilling myth

While there’s a broader assumption that target audiences are less tuned in during the summer, the reality is that going quiet or putting certain communications tactics on pause creates a missed opportunity. 

Sure, you’ll see more out-of-office messages this time of year, but LinkedIn feeds don’t come to a halt, podcasts are still being recorded, bylines are still being published and reporters are still pursuing stories. 

So, if you have a reaction to an industry trend, continue sharing your thoughts on LinkedIn, or take a deeper dive into that trend by authoring an opinionated byline. Newsrooms are always looking for different voices to weigh in on timely topics. The stronger the view, the likelier the chance of being published. And as editors plan their summer vacations, they’re looking to fill byline slots to keep the engine pumping. 

From a media relations perspective, take advantage of the summer months by reaching out to contacts listed on your typical “go-to” reporters’ out-of-office responses. This is one way to build relationships with new reporters, who might be stepping in to take the lead on stories that matter to your business. It never hurts to cultivate a new relationship, especially given how newsrooms continue to evolve.

At the end of the day, giving in to the summer slowdown creates a path toward greater visibility for your competitors, who may be kicking their communications strategy into high gear. Don’t give them that opportunity!

Holding comms until fall can backfire

When it comes to planning a corporate newsroom strategy, it’s smart to avoid sending out a big announcement — like a secured funding round or product launch — around Memorial Day weekend, the Fourth of July or Labor Day weekend. But that doesn’t mean staying silent all summer is the answer. 

By pushing big news, a key research study or a thought-provoking byline to the fall, there’s an increased risk of the content being lost in the “fall flood.” Companies are already planning big news events or staple content pieces around key fall conferences. The lineup is stacked, and each piece of content will compete for reporters’ and key audiences’ attention. 

Planning a few strategic announcements or anchor content projects between June and August ensures that your brand stays top of mind. It builds up momentum heading into the fall conference season and provides another opportunity to connect with reporters. 

Just because it’s summer doesn’t mean reporters stop putting out features, news briefs or conducting interviews. Give them something to talk about. 

The same is true for LinkedIn and other social channels, as well as company blogs. Keeping these channels active during the summer showcases momentum. If posting stops altogether, prospects, reporters and other interested parties will notice. It’s not hard to spot a gap when doing research on a company. Keep the thought leadership wheels turning!

Summer is a smart time to reassess and reengage

June serves as the midyear checkpoint, a time to reflect on the successes and challenges of the first six months of the year. It’s the perfect time to take a step back and look at KPIs. 

Ask yourself:

• How is your company tracking against its goals? 
• Are there any gaps in the content pipeline? 
• What pivots need to be made in order to finish the year strong? 

The summer offers an ideal time to recalibrate and plan ahead. Take advantage of fewer meetings on the calendar, and use that valuable time to connect with your teams, business prospects or partners in person, if possible. Reach out to reporters with intention. Spend the summer months planting the seeds for success during the next six months. 

Blending strategy and execution during the summer is a recipe for continued momentum, signaling to your target audiences that your company is charging ahead and ready to have conversations that move the needle.

We’ve seen clients succeed by leaning in during slower months — securing media, refining messaging and strengthening relationships while others step back. As a strategic partner, we don’t treat summer as a slowdown — we treat it as a runway.

If you’re reassessing your communications goals this summer, don’t wait for the noise to return. Use this time to get ahead — and make the second half of the year count.

Ready to make the most of the summer? Let’s talk about how your communications strategy can work harder for you.