Sucheta Halder, reputation trainee, The Mavericks, shares "One of the things I’ve learned in PR is that summer isn’t slow, it’s just strategically different. People behave differently this season, and so should our stories.

Instead of pushing heavy campaigns, we lean into topical, mood-led content, think listicles like “Top 5 Products to Keep You Cool,” breakup survival guides, summer recipes, or even pool-party must-haves. These themes work because they mirror how people feel and live during this time.

We also rely heavily on our network, not just journalists, but creators and collaborators too. It’s not just about pitching what we want, but aligning with what they’re working on. The sweet spot? Co-creating explainers, AMA formats, and expert-led insights that feel relevant without forcing “hard news” into the calendar."

Anuradha Bharpilania, Account Head - Ecru PR, says in today's environment of uncertain world events, "It feels like there’s always something big happening in the world, but I’d say summer still has its' "soft news windows.” While breaking news doesn’t stop, lifestyle and human-interest stories often get more space, and journalists are more open to stories they might skip in a busier cycle."

Anuradha explains one way to do so is to "Host small, engaging events: When the news is quiet, it’s the perfect moment to bring people together. For one of our pashmina ( cashmere) clients, we hosted a felting workshop where people could experience the craft firsthand, meet the founder, and feel the brand’s story. It turned out to be a beautiful way to catch the attention of potential clients while creating genuine buzz."

At a personal level, Anuradha believes, "Staying cool in PR is about small, doable things. A glass of coconut water at my desk, a quick walk before calls start, and five minutes of deep breathing in between emails help me reset. I also keep a running list of small wins for the day; it’s easy to get caught up in the chaos, but acknowledging what went right keeps me grounded.

And of course, on days when things get overwhelming, a good playlist and a bit of chocolate always help."

Sakshi Agrawal, account director- Storytellers 101 PR, believes there is no longer any such thing as a silly season for news, "The world’s too volatile and connected, the news cycle never switches off. But what we do have now is an appetite for nuance. You can pitch softer stories if you frame them with insight or emotion. Editors and readers both are fatigued with noise — they want storytelling that feels rooted."

Sakshi explains that her approach is to look at what people are doing in summer,  travelling, resetting routines, shopping more online and building soft, lifestyle-led stories that feel current without needing hard news to lean on. 

Sakshi believes these stories feel more authentic and tend to resonate better, especially when audiences are mentally in holiday mode.

She says, "I treat summer like a ‘relationship-building’ season. Fewer hard launches mean we can focus on quieter but meaningful visibility like founder profiles, expert bytes, or even internal culture stories. It helps build brand depth, not just buzz."

 "Lots of water (basic but underrated), Korean face mists, and early morning walks with my daughter Suhavi. Also, staying off screens for an hour post-dinner the best detox I’ve discovered", adds Sakshi.

Chhavi Sharma, head of operations - PR, V Spark Communications, feel that "Summers does usher in a seasonal slowdown for the media, with fewer news pegs and a noticeable dip in journalist responsiveness. However, for the PR professionals, this is a so-called “summer slump,” which is less of a challenge and more of a strategic opportunity. This is a valuable window to pause and recalibrate. 

Professionally, we use this time to refine our storytelling, revisit media lists, and build relationships with journalists beyond the immediate ask. We take this as a chance to pitch long-lead features, plan for the festive season, and audit ongoing campaigns for impact and improvement."

 Prachi Kumari, PR Professional, We Minute Media, agrees that, "Silly season is slowly becoming a matter of the past. In today's 24/7 news cycle, social media, global crisis, political changes, and climate, there is rarely a quiet moment. Breaking news can now be from any corner of the world, at any time. The audience is also busier.

However, media appetite is low in summer, and we need to keep the brand visible while media, without burning out the content pipeline.

What we can do is blend in subjects that echo the weather. For example, during a dip in lifestyle coverage last June, we picked a story on the "monsoon skincare must-have", tied it to welfare and emotional care. It got picked up by two major lifestyle portals.

You can also revisit old but successful content and give it a fresh spin. For instance, we turned a Father’s Day gift guide from the previous year into a “Gifts for Every Kind of Dad” reel series, tailored to current trends."

Shruti Mishra, founder & CEO of IImage Stereo Marcom, says, "The news cycle refuses to stop. So the usual silly season seems to have vanished, and all round the year, news keeps coming. On the contrary, summer is extremely hectic in promoting F&B brands that cater to summer needs like juices, coolers, soft drinks, FMCG brands, cotton wear and so on. Also, if you are working on corporate accounts and B2B accounts, the season change doesn’t make a difference.

But if there is a slump in BTL activation, use social media activation to leverage the brand engagement. A new life for past content can always help in this case and enhance the performance, especially over social media and create brand visibility better. Blogs can be converted to reels, testimonials to graphics, or even a corporate webinar can be turned into a short video. So in summer, create a strategy and reach out to people where they are available, on the internet!"

⁠Sonakshi Yajurvedi, director of PR and Communications, Jajabor Brand Consultancy, feels, "This season is no longer downtime; it’s white space. It allows brands to experiment, engage, and build cultural relevance through intentional, well-timed campaigns. It’s not about making noise, it’s about shaping narratives that stay with your audience long after the season ends

We are seeing a fundamental shift in how stories are told and consumed. New-age media is no longer confined to traditional formats; it’s creating space for deeper, more nuanced conversations that go beyond product launches/placements or press announcements. 

 We see summer as an especially strategic window to tap into this shift. While the news cycle may slow, audience attention becomes more selective, creating the perfect backdrop for thoughtful, high-impact storytelling. From narratives around funding and sectoral growth to innovation in tech, aerospace or spacetech, the appetite for future-facing, meaningful content is growing."

Anuradha Chawla, senior account director, Avian We. opines, “Summer is often seen as a slower season for media traction, but I believe this period can be used strategically. While there may be fewer breaking news opportunities, it’s an ideal time to pitch lighter features, human-interest stories, and thought leadership pieces that don’t always get the attention they deserve during the busier news cycles.

I personally see this time as a creative respite - an opportunity to reset, reconnect with journalists more informally, and plan for the more proactive campaigns lined up for the latter half of the year. For PR pros, summer isn’t about slowing down; rather, it’s about levelling up.

And having followed this approach over the past few years, I’ve found that even from a journalist’s perspective, this is a welcome window for in-depth industry features and more relaxed conversations, without the pressure of constant follow-ups.”

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