The Summer Slowdown Strategy: Making Headlines When News Cycles Quiet Down

When the temperature rises and inboxes quiet down, many brands and communicators make the same mistake: they wait. Summer is often viewed as a lull for PR with vacations, out-of-office replies and the absence of major news signaling a slowdown in opportunity. 

But that perception is exactly what creates an opening. 

Summer is a strategic sweet spot for media relations. With a lighter news cycle, journalists are often more open to feature stories, community spotlights and unconventional angles. If you can meet them with timely, thoughtful and well-packaged content, your pitch won’t just be read, it might be exactly what fills the next column or segment. 

From mid-June through late August, many newsrooms run with skeleton crews as many key reporters are rotating in and out on vacation. Editors are looking for content to maintain rhythm, but with fewer events, announcements and legislative developments to rely on, reporters are on the hunt for captivating stories. 

Unlike fall or winter when major product launches, political milestones and fiscal announcements dominate, summer lacks those anchors. This absence of that news shifts the spotlight to stories that are interesting rather than urgent and narrative rather than reactive. 

For media relations professionals, this opens a rare window where relationship-building and smart storytelling are more important than aggressive news hooks. A pitch that might be ignored during peak election season or year-end chaos now has room to breathe. 

A good summer pitch isn’t just about having a light-hearted tone or sunny visuals – it’s about aligning with the context of the season. Strategically, summer is the ideal time to surface stories that are: 

• Evergreen, but seasonally framed. The core of your story may work year-round but positioning it within a summer narrative, such as outdoor activities or community engagement, can make it feel timely. 

• Emotionally resonant. With readers and viewers in a more relaxed mindset, stories that connect on a human level like volunteering or education have added weight. 

• Underserved by hard news. If your pitch doesn’t rely on speed, controversy or metrics, it might struggle in a busier news cycle. Summer is the time to shine. 

Strategically, your goal should be to fill the gap in the absence of timely news with content that’s rich in value, personality and relatability. 

While summer is full of potential, that doesn’t mean reporters will do the heavy lifting for you. To truly capitalize on slower cycles, your pitching strategy needs to anticipate gaps, not just fill inboxes. Here’s how to get started: 

• Research current staff shifts. With vacations and substitutions common, double-check beat coverage and bylines before reaching out. You may find someone new looking for stories. 

• Be overly helpful. Include not just press releases, but quotes, images and relevant links in your initial pitch. Fewer follow-up steps make it easier to secure a placement.  

• Localize whenever possible. Even national outlets are looking to inject local flavor during summer months, especially if there’s a strong visual or community component. 

• Consider freelancers and niche verticals. These contributors often have more flexibility and more editorial hunger during slow cycles. 

The key here isn’t just what you pitch but how you package it to relieve the reporter’s workload. That’s strategic PR: building relationships through usefulness. 

Summer may be slower, but that’s exactly why it’s the best time to be strategic. It’s a time when strong stories get the breathing room they deserve and when communicators who plan ahead can build stronger, more meaningful media relationships. 

So, while others go quiet, lean in. Use the lull to pitch smarter, experiment with narrative formats and develop relationships that will carry into the busier seasons. 

Alysa Kirn is an integrated communications specialist at Franco. Connect with her on LinkedIn.