Media Relations Angst in August?

We received a question from a reader we’ll refer to as Nonplussed. Nonplussed is pitching for a couple of clients to trade, business and consumer media and experiencing a dramatic dip in August coverage.

He writes: “I never knew there was an official downturn (I came here from working in broadcast) and it would have been really nice to anticipate before getting bombarded by clients asking why they haven’t had any traction in a while. “They’re on vacation” doesn’t seem to be working. Help!”

Gone Fishing: Summer in the U.S. is peak vacation time. If your client’s industry is directly impacted, you should plan accordingly.

Anyone doing business to business direct mail, for example, knows that August through Labor Day is a blackout. Do not waste the postage. The same goes for the end of year/holiday season when most trade magazines simply publish free directories in lieu of an engaged readership.

Bigger News: But if your client’s news is applicable to mainstream, consumer media, you face a different challenge.

Big news stories this summer including “missile launches by North Korea, the reported illness of Cuba's Fidel Castro, the anniversary of Hurricane Katrina, the war in Iraq, a new war between Israel and Hezbollah, and now a suspected terrorist plot in London to blow up U.S.-bound aircraft — have kept news outlets especially busy.” The usual challenge of a tight, unpredictable news window still applies.

So if you have the Summer time blues you are not alone. But keep the whole media relations picture in mind—including your pitch.

Nonplussed confides that the small response he is getting is negative. This points to the pitch or the “news” you are pitching. Dig deeper when you get this response—without wearing out your welcome. The news must go on.

Gone Fishing sign uploaded by nwg

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