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But that doesn’t mean you have to bury your head in the sand at your local beach. Quite the opposite: with a few tricks, you can make the most of journalists’ vacation season and continue generating clippings. There are a few things to keep in mind, though. We’ll tell you what they are.
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And every year, the summer news slump comes around: It’s no surprise that things get quieter during the warmer months. So prepare for it well in advance. Take some time to brainstorm. Create a roadmap. Pitch earlier than usual—and make it clear that your topic is specifically summer-related. Many journalists plan these kinds of topics ahead of time for slower news days. And don’t forget to follow up!
It goes without saying that you shouldn’t be pitching ski trips and hot-water bottles in summer. But even with seemingly all-purpose topics, it’s worth asking yourself: Can I find a summer angle? What seasonal benefits does the story or product offer?
Take this example: An insurance company that offers year-round car services and operates its own repair shops pitches a guide in July titled “Travel Without Worry – A Summer Check-Up for Your Car”, naturally weaving its own service offering into the story. Boom—the media love it.
Also, take a look at what the relevant media have covered in previous summers. Can you recycle any of those topics? Can they inspire you to rethink your story? Adapt—and get creative.
Just before vacation, journalists have a lot on their plates. So before every pitch, ask yourself: How can I make my topic as easy to pick up as possible?
Take as much work off journalists’ hands as you can—for example, by providing ready-to-use content, engaging guides, or guest articles. But be careful: don’t send everything along with the initial pitch, or it will come across as a generic mass email. First, discuss the topic one-on-one, then support the journalist as much as possible.
During the summer holidays, editors are often covered by colleagues who don’t usually work on the relevant topics or beats. So when researching contacts, check what topics those stand-ins normally cover—and tailor your angle accordingly.
When reaching out, take a more cautious approach than you would with specialist editors. After all, you don’t know each other yet, and the content may be unfamiliar to them. Low-key is key.
Hey, don’t stress. The summer news slump didn’t become a common saying for nothing. If you keep the tips above in mind, you’ll make it through just fine. And if that ringing on the other end really doesn’t stop, maybe you can use the time to do what the journalists are doing—and take a breather. Autumn is coming anyway.
What are your tips and tricks for making the most of the summer news slump? Share them with us in the comments on LinkedIn!
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