How Tech Brands Can Secure Tier-1 Coverage in the Summer Holiday Season
By Rachael Birt, Senior Account Manager
The summer months are typically considered to be the quietest part of the year in the media world. Journalists and clients alike are often on holiday, enjoying time off with family and friends and the chance to make the most of the nicer weather.
However, in today’s always-on society we’re seeing a different pattern emerge. The news cycle is 24/7, regardless of the month. Editorial teams still need high quality content to update their websites or fill the pages of their next magazine edition, so continued communication between media and PR teams is critical. In fact, with journalists more likely to take time off during the summer, those still working and trying to cover multiple workloads need more content coming in, not PR teams going AWOL.
The summer is also a good opportunity to get ahead of your competitors who may be taking a laidback approach. It can be challenging to secure coverage when every company launches a new product in the same few weeks, so the months that historically see a slower news cycle can be a prime opportunity to get your voice heard more clearly.
To succeed, it’s vital to plan effectively and build a solid media coverage strategy tailored to the challenges of summer to see you through to autumn.
Not just news: content to pitch in the summer
Company and product news is often reduced in the summer months, which means it’s necessary to consider other types of PR content that will appeal to the media.
Rapid responses, or newsjacking, should be a top priority. Even if your company isn’t issuing any announcements, the broader news agenda will always be in action. From cyber attacks to legislation updates, there are plenty of different stories that businesses can provide expert commentary on. Journalists working the summer shifts will appreciate having supporting quotes that they can use to build an article out of breaking news, so the quicker you can react, the better.
An argument can also be made for the importance of both seasonal content as well as evergreen topics. Pitching article ideas and briefings on topics such as the cybersecurity risks associated with reduced summer staffing encourages journalists to engage with you now as there’s a timely element they can jump on. On the other hand, evergreen topics that will stand the test of time long after the summer period is over hold their own value, as securing coverage for these now lines you up to benefit from readers right into winter.
While less time is likely being spent drafting and pitching news releases, these months are a chance to dedicate more time to activities that don’t always move in busier times. From customer case studies to profile pieces and Q&As, take the opportunity to drive these other types of content forward too.
The PR tactics to prioritise
Once you know what types of content you want to work with, the important next step is to consider what tactics will be most effective. While all the usual tech PR tips still apply, keep these three front of mind when planning for success during the summer:
Keep it sharp and punchy – Just because it’s a ‘quieter’ time of year doesn’t mean that journalists will suddenly start publishing bad stories. Make sure that any content or ideas you pitch are interesting and relevant to the publications you’re targeting. If you do plan to draft any press releases, consider whether they’re genuinely newsworthy, or whether you’re just keeping to a schedule that could be adjusted.
Prepare spokespeople to support – It’s highly likely that many spokespeople will take some time off at one point or another during this time period, so factor this into your summer PR strategy. Work with spokespeople early on to establish priority topics and themes to focus on. Identify which spokespeople will be available and when, so that if you secure a media opportunity with a tight turnaround you know exactly who to go to. And create a bank of pre-approved commentary that can be lightly adapted as necessary and pitched at the drop of a hat.
Make journalists’ lives easier – As mentioned earlier, there’s a good chance that many editorial teams are running a skeleton crew during some or all of the summer, so any ways you can make their lives easier will be appreciated. Keep email pitches concise and lead with the news value so the recipient doesn’t have to spend unnecessary time getting to the point, and make sure to tailor pitches too rather than sending the same email out to everyone. Where possible, share any supporting assets upfront (think headshots, other imagery, supporting case studies) and share spokesperson availability to avoid any confusion about timeframes.
Securing top tier coverage during the summer may feel trickier than at other times of the year, but it’s certainly not impossible. Don’t let content quality drop, think about what journalists – and their readers – will really be interested in, and focus on ideas that present your company as knowledgeable and innovative. Then enjoy the results of your hard work!
