How to Keep Your Brand in the Spotlight During the Summer Slump

Summer is often synonymous with downtime. Decision-makers take holidays, inboxes are quieter, and sales pipelines may slow. But for savvy B2B brands, this seasonal lull isn’t a reason to disappear; it’s an opportunity to stand out. With less noise in the media and online, the summer months present a golden window to increase visibility, build brand equity, and stay top-of-mind for prospects and partners. This is where a strong PR strategy becomes your biggest asset.

The Summer Slump: Real or Reinvention Opportunity?

It’s no secret that B2B engagement typically dips in the summer. It is commonly said that email open rates and website traffic often decline by up to 20% between June and August. However, this period also sees less competition for media attention, making it easier for your brand story to cut through.

Rather than going quiet, brands that lean into storytelling, thought leadership, and strategic visibility can build momentum during this quieter time. PR isn’t just about crisis management or product launches; it’s about consistent brand presence. And summer is a prime time to sharpen that presence.

Lean Into Thought Leadership

When media outlets experience a slowdown in hard news, they turn to commentary and analysis. That’s your chance to shine.

Use this time to pitch opinion pieces, offer expert commentary on industry trends, or share data-backed insights that showcase your leadership. For example, if you’re in the logistics or fintech sector, highlight how summer trends are impacting the global supply chain or regional digital payments.

Launch “Evergreen” Campaigns

Not every campaign needs to be tied to a product or event. In fact, summer is perfect for launching evergreen PR content, i.e., stories that have long-term value and aren’t season-dependent. Case studies, behind-the-scenes looks at company culture, or purpose-driven initiatives like sustainability goals or DEI progress can gain traction during this time. These campaigns don’t just fill the calendar; they humanise your brand and build trust.

Tap Into Industry Events and Awards

Summer might feel slow, but many sectors, especially in the Middle East, gear up for Q3 industry events and awards. Positioning your executives for speaking opportunities or nominating your business for relevant awards can pay dividends. These not only build brand authority but also generate shareable media coverage and social proof. PR support ensures that your nominations, speaker bios, and coverage are strategically pitched and maximised.

Optimise Owned Channels for PR Amplification

Good PR doesn’t end with a media placement; it starts a conversation. Use the summer period to repurpose earned media across your blog, newsletter, and social media. This kind of content recycling boosts ROI and drives organic engagement when paid ad activity is typically reduced. According to Content Marketing Institute, 72% of successful B2B marketers repurpose content to reach new audiences, and PR-driven stories make for ideal repurposing material.

Stay Agile and Plan Ahead

PR isn’t just about reacting to trends; it’s about anticipating them. Use the summer slowdown to plan your Q4 narrative. Is there a major product launch or partnership on the horizon? Do you want to own a key conversation by the time GITEX or other regional events roll around?

A proactive PR partner can help you map out a media timeline, sharpen messaging, and identify gaps in visibility before the busy season hits.

Don’t Let the Summer Slump Dim Your Brand

Summer can be quiet, but your brand doesn’t have to be. With the right PR strategy, you can maintain momentum, deepen audience engagement, and emerge stronger when business activity resumes in full.

At Sherpa Communications, we help B2B brands turn seasonal slowdowns into strategic wins. Whether you’re looking to boost thought leadership, amplify media presence, or plan for the quarters ahead, we’ve got your back.

Ready to stay visible when others go quiet? Contact us at [email protected] to see how we can support your summer PR strategy.