How to Maximise Your B2B PR Programme During ‘Silly Season’
The summer slowdown is here. Traditionally dubbed “silly season”, it’s when news agendas lighten, inboxes are full of out-of-office replies, and journalists turn to lighter or more unusual stories. But in today’s always-on digital landscape, summer isn’t a time to go quiet. Rather, it’s an opportunity to get smart with your B2B PR strategy.
With some foresight and creativity, your comms activity can cut through the seasonal noise and keep your brand front-of-mind for media, clients, and industry peers. Here’s how to make it count.
1. Tap into Trending Summer Conversations
Summer social trends used to live purely in the B2C world, but they’re increasingly influencing wider media conversations — including digital advertising. Viral trends like “Brat Summer” (2024), “Hot Girl Summer”, or this year’s “Single Girl Summer” (courtesy of HAIM) may seem frivolous, but they reflect broader consumer moods and media behaviour.
For B2B brands, referencing these cultural touchpoints can show that you’re tuned into the zeitgeist. Use them as creative entry points for thought leadership, social commentary, or campaign data, especially if your business helps brands respond to shifts in consumer attention or digital behaviours.
2. Use the Lull to Strategically Plan Ahead
While the summer months aren’t ideal for major product launches or company news (audiences are fragmented, and media availability is patchy), they are perfect for planning and preparation.
Use August to build a strong September pipeline. Journalists are often inundated when they return from annual leave, so getting ahead with pre-pitched stories, thought leadership drafts, and embargoed content can pay dividends. Start locking in ideas and spokespeople now for Q3 and Q4 news cycles.
3. Match Messaging to Mid-Year Priorities
While the public may be thinking about holidays and heatwaves, your target decision-makers are deep into H2 planning. Whether it’s “Christmas in July” or early-stage Q4 campaign builds, marketers and advertisers are already working toward the busy Golden Quarter.
Tailor your content to help them — think actionable insight, forward-looking data, or commentary on what’s coming next in digital ad trends. Even if media titles won’t run holiday content until Q4, they’re planning now. Being helpful and ahead of the curve is a great way to get coverage and build relationships.
4. Find Fresh Angles Around Summer Events
Post-July, there’s typically a dip in B2B events, but that doesn’t mean there’s nothing happening. Consumer-facing moments dominate the summer: music festivals, sporting tournaments, travel booms, and of course, retail events like Amazon Prime Day.
These are all rich territory for reactive or campaign-focused stories. If your platform helps advertisers optimise spend in real time or adapt to shifts in context and audience, now’s the time to talk about it. Journalists are especially interested in performance insights tied to real-world events — whether that’s targeting shoppers in a rainstorm or pivoting spend during a festival weekend washout.
5. Tailor Your Approach by Region
A one-size-fits-all strategy won’t work globally. B2B PR programmes that span regions need to consider summer rhythms in each market:
- Continental Europe: Many journalists fully disconnect in August — plan early or wait until September.
- US: The summer slowdown starts earlier, usually from June through July.
- UK: While July and August are still school holiday months, many UK newsrooms remain active, though working with leaner teams.
- APAC: Business generally continues as normal, with fewer seasonal interruptions.
Understanding these regional nuances helps ensure your news lands at the right time, in the right place.
6. Build Relationships While Others Switch Off
With fewer announcements going live and less competition for attention, summer can be a strategic time to build relationships. If you’re not pushing out news, use the time to connect. For example, offer a background briefing, arrange a coffee meeting, or check in with media contacts about what they’re planning for the months ahead.
And if you’re planning time away, make sure your PR team remains responsive. Journalists still working will appreciate having someone available — especially if they’re getting nothing but out-of-office replies from everyone else.
Final Thoughts
Summer doesn’t have to mean silence for your B2B PR efforts. With the right balance of planning, proactivity, and cultural awareness, it can be a valuable time to build momentum and set the stage for a strong finish to the year.
If you’d like to sense-check your current comms strategy or explore how to get more from your B2B PR this summer, get in touch with our team here to help.