Summer in the B2B world often comes with a familiar dip in activity. Decision-makers are on holiday, inboxes stay quieter, and sales pipelines take longer to move. But for brands that know how to play the long game, this lull isn’t a setback; it’s an opening. With fewer voices competing for attention, the quieter months are a chance to stand out, cement your expertise, and position your brand ahead of the busy season.
Anastasiya Golovatenko, PR Director at Sherpa Communications, shares six proven ways to use PR to turn seasonal slowdowns into strategic wins.
1. Lean Into Thought Leadership
When newsrooms experience a slowdown in hard news, they turn to expert commentary and analysis to fill the gap. This is the perfect time to position your executives as trusted industry voices. Pitch opinion articles, share data-led insights, or offer sector-specific commentary. For example, a fintech leader could discuss how summer travel patterns influence digital payments, while a logistics CEO might share tips on navigating seasonal supply chain shifts. Done well, these pieces keep your brand in the conversation even when your competitors go quiet.
2. Launch Evergreen Campaigns
Not all stories need to be tied to product launches or event dates. Alternative PR content like case studies, industry analysis, H1 updates, or growth releases can deliver consistent visibility regardless of season. These narratives offer valuable insights and build long-term trust while providing media with ready-to-use stories that aren’t tied to a news cycle.
3. Tap Into Industry Events and Awards
Did you know that many event organisers look for speakers as earlier as 4-6 months in advance. Use the June-August period to prepare for Q3-Q4 conferences and awards. Nominating your business for relevant awards or securing speaking opportunities for executives can yield significant media coverage and third-party endorsements. A PR team ensures nominations, speaker profiles, and coverage opportunities are strategically packaged to maximise exposure and get you to the final list.
4. Optimise Owned Channels for PR Amplification
Landing a media feature is only the first step; amplifying it across your own platforms is where the real reach happens. Repurpose earned media into blog posts, newsletter content, and social media campaigns to extend its shelf life. Research from the Content Marketing Institute shows that 72% of successful B2B marketers repurpose content to reach new audiences, and PR-generated stories are perfect for this approach.
5. Stay Agile and Plan Ahead
Whether you are preparing for a major launch, partnership announcement, MoU signing, or participation in a key industry event like GITEX, use this time to refine your messaging, identify media targets, and develop a strategic comms plan. Many top media will be working on GITEX previews, so teaming up with them in advance is key, along with developing content for September submissions. Pre-event press release campaigns can also help the brand stand out, securing strategically important top hits in Google search results.
6. Treat PR as a Continuous Conversation
PR is not just about reacting to news or promoting big milestones. It’s all about consistent brand presence. Maintaining momentum ensures your brand stays visible, credible, and relevant throughout the year. This approach also keeps you ahead in both visibility and positioning.
By applying these tactics, B2B brands can land top tier 1 coverage, showcase expertise, and build lasting recognition and online brand visibility. The brands that win are those that stay visible and plan strategically when others go quiet.