In the world of PR, and in many other industries, the beginning of each year starts with a bang.

There’s a flurry of activity as companies race to make noise with new announcements, fresh messaging, the latest thought leadership and more. Then, in the second quarter, many companies host their own conferences and events. Then, suddenly, we reach July and August and things begin to stall. Spokespeople go on holiday, the warm weather pulls people away from their desks more readily, and when the school holidays come around, lots of holiday is booked in. However, even as activity levels drop, targets rarely do. So, how do you prevent a mad dash in the second half of September to get results over the line? Here, strategic PR planning is crucial. 

PR Planning for summer

Despite the ‘summer slowdown’ happening every year, it still so often seems to take companies by surprise.

A drop in results is never easy to explain but, with a public relations strategy, it’s possible to get ahead of things so that this conversation never has to take place.      Partnering with a PR agency partner who manages the summer slowdown every single year for multiple clients could also be a smart move, offering that extra layer of support and expertise.

So, what are four potential approaches for strategic PR planning ahead of the summer slowdown?

1. Ramp up early

If your results are considered more holistically on a half yearly, or even yearly basis, then frontloading results in H1 is a great way to prepare for the summer slowdown. For instance, if results are focused on media coverage, with high numbers secured by the time late July rolls around, some pressure will be taken off. The time can then be used for other activities, such as content drafting, intake calls to build out a thought leadership pipeline, media training for spokespeople, planning and even project ideation – why not invest in some seasonal research for Q4, for instance? By getting ahead of the results, the summer slowdown can be used as a time for more public relations and marketing planning for the rest of the year.

2. Pace your results

If results are considered on a more quarterly basis, then strategic PR planning to hit results even in the quieter weeks will be key. This could look like front loading the drafting of content – whether thought leadership pieces, blogs, media alerts, and so on – earlier in the year so approvals are all secured by the time the summer roll around. This means that, even though the work of content creation is done earlier in the year, the results can be strategically spread out over the slowdown period.

3. Shift strategies

Depending on how flexible your KPIs are, pivoting strategies in the summer slowdown weeks is also an option. For instance, if your focus is usually primarily on media coverage, this period might be a time to instead turn attention to the LinkedIn presence of key spokespeople. In this scenario, success metrics could move from coverage numbers, circulation figures and publication tiers to engagements with posts – impressions, comments, shares, and so on. Particularly with LinkedIn News on the hunt for qualified comments and contributions to their pieces, establishing spokespeople as experts in their fields on this platform could be highly valuable. Another potential strategy could be shifting focus to customers – with the media landscape slowing down, this time could be used to strengthen ties with customers, draft compelling case studies, support their award entries, and more.

4. Take time for internal comms

Another strategy shift to consider during the summer slowdown is focusing on internal activities and communications. Internal communications can sometimes be overlooked, with a company’s external reputation often feeling more important. But, really, external and internal reputations are tightly linked and it’s crucial not to lose sight of this. With the right PR planning, companies can use the quieter weeks to take stock of employee sentiment, assess current communications – what’s working, where have there been communication breakdowns, what has feedback been – and making changes where appropriate can be extremely valuable.

The summer slowdown is inevitable, and whilst some years it is quieter than others, strategic PR planning to pre-empt this period is key. Enlisting the support of a PR agency will allow you to explore the different options for tackling this quieter period, with their expert advice, to select the path most suited to your business – long before the summer slowdown even starts.