If this is your first summer in PR, you may hear the term ‘silly season’ banded around the office. It’s a term affectionately used to describe one of the most arduous periods a journalist (especially B2B, trade or niche publication) can face — when all the hard hitting political, government and policy news ebbs away, and the agenda becomes a bit…well, silly.
This is a golden period for PR who want those previously overlooked, or less meaty stories published. But, that doesn’t mean any old thing will stick.
It still needs the guiding hand of a professional to get it uploaded to the digital agenda, or slapped into a print publication. Here’s how PR can turn the summer silly season into a winner:
Use the time to reconnect
Stephanie Harris, associate director at MD Health Comms: “In PR, silly season is a mixed blessing. While things slow down, so does the flow of hard news, but that’s exactly where the opportunities lie. Journalists are actively seeking quality content to fill the gaps, making this the perfect time to boost visibility for clients.
“If you have evergreen stories, it’s advisable to revisit those that may have been sidelined. Human-interest pieces like community impact from a product or CSR initiative will resonate particularly well now. You can also use this time to publish findings from research and data-driven insights, as they help establish authority and spark discussion.
“This is also a great time to reconnect with journalists, and a quick coffee now can lead to big opportunities later. Additionally, the quieter summer months are ideal for regrouping, mapping out the months ahead, and building strong campaigns before the year-end rush.”
Game, set and match for sport PR
Sophie Hayward, senior account director at MatchFit: "Whilst silly season is typically during the summer months for most PRs, that is often not the case for us working in sport. The domestic season may have concluded, but with the summer period comes international competitions — World Cups, Olympic and Paralympic Games, World Championships and Euros. Therefore, for us, silly season is often during December and particularly the ‘betwixmas’ period when the media are on skeleton staff and fans are off work, not knowing what day it is and crucially, on their phones or watching the TV on loop.
"This creates two opportunities: the chance to create more thoughtful, in-depth storytelling opportunities that may be deemed less hard news and it is also the time when we have a captive audience sat at home with an appetite to consume sports content.
"We should absolutely be capitalising on this opportunity and it’s all in the planning. Both summer and Christmas periods see journalists and athletes take time off so it’s about getting ahead of the game and having plans in place before people log off.
"The strength of relationships with the media is also key. If they trust you and know you can provide engaging copy and opportunities that require minimal effort their end, you’d be surprised what you can get over the line. Utilising this season for stories that clients need telling but may not be hard-hitting enough to cut-through in a busier news environment should absolutely be part of your year-round strategy."
Healthcare sector has appetite for lighter bites
Leigh Greenwood, managing director at Evergreen PR: “The media landscape has changed beyond all recognition from when the term ‘silly season’ was first used to describe frivolous summer news stories (that was in 1861 according to Wikipedia).
“The modern PR practitioner doesn’t have the luxury of guaranteeing that the summer months will contain less news or that desperate, under-resourced news rooms will be so in need of stories that less hard-hitting ideas will cut-through.
“However, the appetite for lighter news stories doggedly remains. In fact, some would argue that in these volatile and complex times, they are more needed now than ever.
“Before deciding whether to launch in summer, the key thing for PR professionals to think about is effectiveness. There is no point launching a campaign in summer just to secure media traction if some other factor, such as audience availability, means that you won’t generate the business impact you want anyway.
“If summer is a good time then it’s important to be strategic in your approach. That could mean tailored media packages to select journalists or outlets interested in ‘good news’ stories, readying reactive stories to capitalise on common summer topics or working with ideal fit social media influencers in order to take advantage of the increased engagement we see in the summer months. The right approach will depend on the objective and what you have at your disposal.
“As with anything, the key questions are what is my goal, and what is the most effective way to achieve it.”
Don't stunt for the sake of it
Gemma Eccleston, managing director of Hendrix Rose PR: “Silly season has long offered a golden window for PR. When newsrooms quieten in summer, journalists are more open to light-hearted and quirkier stories; think floating items down the Thames or celebrity faces in everyday objects. These stories cut through heavier headlines to offer something bizarre, fun or oddly comforting.
“But with global conflict and politics dominating this year, the news cycle has been relentless. That makes creativity, cultural timing and strong planning more important than ever. The appetite for lightness still exists; we just have to work smarter to meet it. A successful ‘Silly Season’ story should offer emotional value or genuine entertainment. It must be bold but sensitive, culturally aware and visually impactful.
“Doing something different is key. TikTok trends, visuals and human-led, data-driven stories can all grab attention. Ultimately, it’s about identifying a story that feels like a break from the doomscrolling, without being dismissible fluff. But as with any campaign, there needs to be a strategy behind it. Don’t create stunts for the sake of it. They must reach the right people, with the right message, at the right time.”
Make 'em laugh
George Hayley, creative comms director at 33Seconds: “Entertaining stories with a sense of humour tend to do well during the summer months, when the public are in the mood for more lighthearted content. If it raises a smile from the journalist, it'll likely do the same for their readers.
“Video and images are increasingly important at this time of year too. If it's a fun, highly visual story, the digital & social media editors are likely to be interested. So it’s important to know who the best targets are ahead of time, including who plans content in advance for the social channels of the media outlet you’re hoping to land coverage in.
“It might be called silly season, but for brands the opportunity to get more positive content out there is anything but. Up-beat narratives can have a significant impact on consumer behaviour - creating emotional connections, guiding decision-making and leading to increased brand loyalty.”
Crypto PR's should use data
Conrad Young, co-founder of Paragon: “Silly season is a gift for creative PRs, and data-led storytelling is one of the best ways to take advantage of it.
“When newsrooms are short on hard-hitting stories, they’re often on the hunt for fresh, eye-catching data, even if it’s on a lighter topic or less urgent. That’s where smart research campaigns come in. By combining publicly available datasets with timely or creative angles, you can create newsworthy hooks that have serious cut through.
“You don’t need breaking news to drive attention. Whether it’s mapping road congestion, tracking follower drops, or ranking hybrid work states, these stories can be planned months in advance and slotted in when the media is most receptive. If you’re planning summer PR, original research is the single most useful tool in your kit.”
Forward thinking is key
Amit Chakravarty, founder and editor at Discerning Gent: “Leveraging silly season from an earned media perspective is all about knowing the media landscape, your journalist pool and planning in advance. Make it as easy as possible for the time-pressed journalist to say yes to your content or idea.
“Politics takes a backseat between July and August, but there will still be a number of topical items you can craft your news around to generate awareness. Whilst it may be silly season, it’s still crucial to act strategically, authentically and with purpose.
“Regionals and trades with smaller editorial teams will be looking to fuel the summer editorial pipeline, so think in advance about how to package up fresh expert commentary on a topical issue to gain traction across these verticals. If your client/brand is headquartered locally, think about what news could be interesting to local outlets.
“Traditional news might slow but socials will accelerate as personalities post content and brands launch summer activations around cultural moments e.g. festivals, sporting events and entertainment launches that could provide newsjacking opportunities, so monitor and listen to conversations that could open the door to reactive engagement.”
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