Ah, the silly season. That infamous stretch between July and early September when inboxes go quiet, journalists head off to sunnier climes, and the usual buzz of B2B tech news dies down to a gentle hum.

If you work in PR or marketing, it can feel like you’re shouting into the void. But just because the big announcements are on hold doesn’t mean your brand has to vanish from the radar. In fact, silly season can be a brilliant opportunity, if you approach it the right way.

Here’s how to keep your PR engine running while the rest of the industry hits pause.

Get creative with lighter content

During silly season, editors are crying out for something fresh, but not too heavy. Thought leadership doesn’t need to be intense to add value. Think light-hearted takes on serious topics, seasonal advice, or even humorous commentary on industry habits.

Tap into the slower pace. Your audience is still browsing LinkedIn and news sites between holiday outings so meet them with content that’s relaxed, relevant, and shareable.

Pitch into the news void

Journalists still have pages and sites to fill, even when the major stories dry up. That’s your chance to cut through the usual noise.

Got some original data lying around? Time to package it up. Can you comment on a trend that’s been bubbling under the surface? Perfect. If you can offer an easy, well-angled story, chances are you’ll get a bite.

With fewer pitches coming in, you’ve got a better shot at coverage, especially if you make their job easier.

Focus on relationship-building

PR isn’t all about chasing coverage, it’s also about people. And with things a little quieter, now’s a great time to reconnect with journalists, editors, and content partners on a more personal level.

Send a relaxed “just checking in” email. Offer a virtual or in-person coffee catch-up. Share a light piece you think they’ll enjoy. It’s all about staying front of mind, without pushing too hard.

Bonus: for the few journalists not on holiday, with less chaos in their inbox, you’re more likely to get a reply.

Tease what’s coming

Got something big lined up for September? Brilliant. But don’t go completely off-grid while you wait.

Use this time to tease your autumn activity. Share a sneak peek, post behind-the-scenes prep, or hint at what’s ahead. It builds curiosity and keeps your name out there.

Also worth noting: journalists start planning September and Q4 features now. Get your foot in the door early, before the rush.

Rework what you already have

Don’t stress about generating entirely new material. Take a look at what’s already worked this year and find ways to refresh it.

Could you update a popular blog with new stats? Chop up a webinar into LinkedIn posts? Turn a meaty whitepaper into a lighter summer reading guide?

It’s all about squeezing more value from what you’ve already got and giving it a seasonal spin.

The silly season doesn’t have to be a black hole for B2B PR. With the right mindset, it’s actually a smart time to be bold, build relationships, and get ahead of the September scramble.

Think of it as the calm before the content storm, so take advantage while you can.