While summer often brings a slowdown in the news cycle and a quieter pace for many industries, it presents a unique opportunity for PR agencies to reposition themselves, innovate, and add value to clients. Instead of stepping back, the smartest agencies lean in. Here are three ways PR professionals can stay relevant – and even thrive – during the summer lull.
- Double Down on Thought Leadership and Content Creation
With fewer media stories dominating headlines, summer offers a strategic opening for agencies and clients to stand out with owned and earned content. This is the time to build trust and visibility through thought leadership.
What agencies can do:
- Publish opinion pieces, expert commentary, or long-form blog posts on timely, evergreen or ESG-related topics;
- Launch micro-campaigns that highlight company values, behind-the-scenes culture or CSR impact;
- Prepare white papers or trend reports that can support autumn campaigns.
According to the 2025 Edelman Trust Barometer, 70% of people believe business leaders have a responsibility to share accurate, trustworthy information – a trust gap that strategic content can address.
- Use the Downtime to Strategically Reconnect with Clients
Summer is a great time to reset, plan, and reframe. With fewer daily demands, agencies can deliver proactive value to clients by preparing for Q4 campaigns and refreshing long-term strategies.
Here are some examples:
- Host mid-year review sessions with clients to assess KPIs and communications goals;
- Present small audits of media coverage, digital presence, or brand tone of voice;
- Propose ideas for late-year activations (ESG initiatives, events, product storytelling, etc.).
IPRN Business Survey 2025 report revealed that agencies expect strategic communications and PR consultancy to be among the highest-growth areas in 2025 – a clear indicator that clients are hungry for deeper strategic support.
- Experiment, Train, and Invest in Creativity
Less time chasing news means more time for skills development and creative experimentation. Use summer to test new formats and tools, train your teams, and refine your agency’s creative edge.
Some ideas to consider:
- Organize internal workshops on AI tools, storytelling, or graphic design;
- Hold creative meetings to prototype campaign ideas or pitches for upcoming clients;
- Encourage trend tracking and experimentation with formats like vertical video, interactive social posts, or data-driven storytelling.
Conclusion: Make Summer Work for Your Agency
Relevance isn’t seasonal – it’s strategic. Agencies that embrace the summer lull not as a pause but as an opportunity can emerge stronger, smarter, and more aligned with their clients’ future needs. From leading conversations to sharpening internal capabilities, summer is the perfect time to stay ahead.