How to Keep up with PR in the Dead of Summer

It's summer! Time to hit the beach, indulge in some ice cream, and soak up the sun. But let's admit it, it can be tough to stay on top of your game when you're extra busy with all the fun. Crafting killer pitches and keeping up with social media and email can be such a hassle. Trust me, I know the feeling of putting things off until tomorrow. 

Before you know it, peak business season has arrived and our competitors have already booked up all the hot spots. Don't let this happen to you! In fact, you should be using these slow and steady summer days to brainstorm, get creative, review or rethink your PR strategy, then execute on a plan before anyone can even blink an eye. 

Because I know you are still working, or dabbling throughout (me too ;)), here are some tips to help you keep your PR momentum going, even in the dead of summer.

1. Plan Ahead

The summer months are a great time to do some proactive planning. With a slower pace of life, you can use this chance to prepare for your PR campaigns. Let’s break this down:

Conduct a summer PR audit

Go through your year-to-date plans to review what strategies are working well and what could be doing better. Taking time to review your data during the slower season will help you identify key opportunities and challenges.

Set specific goals for your summer PR campaign

Think about what you want to achieve this summer. Do you want to form new partnerships, reach more people, or give your brand visibility an extra boost? Set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) to stay on track and hold yourself accountable.

2. Leverage Seasonal Events and Holidays

Typically, people are more laid back in summer. This makes it the perfect time to use seasonal events and holidays to your advantage. Here’s how:

Find relevant summer events and holidays

Connecting with your audience is all about relevance. To do this, think like a local. 

Take a look at the local events calendars in your area and get involved in summer events that are of interest to your audience. This will demonstrate that you are in tune with the community and genuinely care about their interests

Brainstorm summer-related PR initiatives and campaigns

Summer looks different for everyone. Some enjoy lazy days by the beach, while others are more the adventurous road trip types. Brainstorm how you can reflect the essence of summer into your campaigns to make it relevant to your audience.

Here’s an example: Visit Iceland found that 59% of people feel obligated to reply to work-related messages even during vacation. To encourage people to truly disconnect and enjoy their summer break, Iceland’s tourism board came up with a unique solution called Outhorse Your Email. They built a horse keyboard and trained horses to “type” responses so that travelers could satisfy their wanderlust while a horse “replies” to their work emails. 

The concept may sound weird, but that’s what made the campaign memorable! So, don’t be afraid to get creative and incorporate the summer spirit into your PR campaigns.

Develop creative story angles and pitches

Summer is a time for fun and thrills, making it a fantastic setting for refreshing stories. So why not tap into the season's energy and ask yourself, "How can I use the essence of summer to develop creative story angles and pitches?" By weaving in some of that summer heat, you'll be able to make your messaging hot like fire!

3. Engage on Social Media

Feed scrolling doesn’t slow down in summer, so it’s important to keep your keep your PR efforts strong by actively showing up on social media. Here’s how you can do it:

Develop a social media content calendar

Plan with a social media content calendar and make sure your posts are engaging and share-worthy. The ultimate goal of content marketing is to produce content your followers will love and want to share.

People are usually less active on social media in the middle of the day, so consider the best time to post for your audience. Shifting your posts to 6 PM–9 PM gives you more chances to reach your audience when they’re most likely online and engaged.

Encourage user-generated content and contests

People love to share their summer adventures, so why not get your followers involved? Run contests, promos, or invite them to share their summer moments related to your brand. 

Remember that social media isn’t just about promoting your brand - it’s about building relationships and fostering a community. By engaging your audience through social media, you can establish a more meaningful connection with them and create a sense of belonging.

4. Build Relationships with Journalists

Do you struggle to reach journalists? You’re not alone - 52% of PR professionals find it challenging to hear back from journalists.

While summer can make connecting with journalists more challenging, it can also be the perfect time to build relationships with them. Here’s how to make the most of it:

Engage with journalists on social media

Summer is a more relaxed time for journalists, so they’re likely more open to connecting with you. Take advantage of this by engaging with them on social media. Discover new journalists and show your support by liking, commenting, and sharing their posts.

Research and connect

Find journalists who cover summer-related topics and match your brand. Take a moment to read their articles or check out their social media profiles to get familiar with their work. Once you’ve listed potential journalists, it’s time to reach out. 

Don’t hesitate to send cold emails. On average, they have an open rate of 15-24%, so it’s worth a shot. In your email, introduce yourself, mention their previous work, and express your interest in working together. Building relationships like this can open doors for media coverage and exciting PR opportunities.

Pitch timely stories

Pitching summer stories is about connecting your pitches to what’s happening during the season. This involves staying updated on summer events and trending topics. 

Timing is everything, so align your pitches with the peak of summer energy. And when reaching out, remember that 46% of journalists prefer not to be pitched on social media. Being mindful can increase your chances of getting noticed by journalists and securing media coverage.

5. Capitalize on Visual Content

A picture is worth a thousand words - and hot summer sunsets can speak volumes! It’s a season of colour and vibrancy, so it’s a great time to let your content shine with captivating visuals. Here’s how you can do this:

Create compelling visuals

Let your content do the talking with imagery. Whether you’re showcasing moments of summer fun or scenic landscapes, you can take your PR efforts to a whole new level with high-quality visual content.

Don’t hold back when it comes to producing high-quality photos, videos, or infographics. If you need to, consider investing in professional photography, videography, or design services to capture the beauty of the season.

Optimize for platforms and online publications

Each platform has its own specifications, so be sure to optimize your visual content accordingly. But remember, it’s not just about meeting the requirements; it’s about capturing attention. To grab your audience’s attention and make them stop scrolling, ask yourself, “How can I make my summer-related content stand out?”

6. Evaluate and Adjust Strategies

Track and analyze

Keep an eye on these key metrics: coverage or stories placed, audience reach, website traffic, social media shares/mentions, and social media engagement. Use tools to help you stay on top of these and measure the success of your PR campaigns.

Measure against set goals

Remember the SMART goals you set at the start of the summer? Now, compare those with your results. Did you reach them, exceed them, or fall behind? This assessment will give you a clear picture of how well your summer PR campaigns are performing.

Adjust and improve

Once you’ve assessed how your PR campaigns are doing, it’s time to make some adjustments. Take a close look at your results and figure out areas to improve. 

Don’t be discouraged if you face some challenges. Setbacks are all part of the journey, and they don’t mean you’re off track. You’ve got this!

Every season has its ebbs and flows, but what matters is your consistency. Don’t let summer slow you down. By planning ahead, leveraging seasonal events, engaging on social media, nurturing relationships with journalists, creating visually appealing content, evaluating and adjusting your strategies accordingly, you can stay ahead in the PR game - no matter the season!