August is different from the rest of the year for the entire communications landscape, including agencies, clients and media. Most people are enjoying well-deserved holidays on a sunny beach, whereas magazines are understaffed and work at a slower pace.
As such, it may seem difficult to get clippings this month, but August is in fact crucial for a number of reasons:
Same publications, new collaborators
Most Editors-in-Chief are on holidays, so it’s the perfect opportunity to get in touch with other journalists from the same department to talk about your client. It is well known that it’s hard to get a journalist to write a review or go for an interview aside from the launching of a product or an important event. This new contact could allow you to get clippings apart from than the conventional way.
Politics and economics are also on holidays
In August, no traffic jams, no crowded metro, shorter working days. People also switch from stock exchange news to general magazines dealing with lighter and more entertaining subjects. People have a different approach to information during holidays and the media are particularly aware of this. As such, they usually focus on different topics during summer. This is a good opportunity to communicate less formal information or a nice survey to continue to generate quality coverage.
Less is more
During the rest of year, journalists receive several press releases a day and deal with lots of subjects. Generally that means they’ll be too busy to dedicate lots of time to each. But in August, they do have more time to go deeper into a subject, so it is the perfect time to talk about our client in details, because much of the information you’ve sent throughout the year may not have garnered the attention it could in the summer.
Radio stations change their programmes during summer to fit people’s mood, so they are particularly fond of off-the-wall stories, light-hearted and humoristic interviews, funny surveys… Do not hesitate to prepare an original press release this summer to promote your client in a funny, light yet efficient way.