Getting silly – four reasons why summer’s the time for good news

3 August 2022  |  Insights
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With schools closed for the summer, most people in the UK are either on holiday or planning a getaway. But for journalists and those with newspapers to write and radio shows to produce, it’s not all fun and games.

The media are often scratching their heads wondering what on earth they can fill their pages or bulletins with. Businesses shut down, schools are closed, charities aren’t as active, sport is quiet. And while this year there are still plenty of political updates due to the Tory leadership contest, the media know their audiences want a bit of news variety.

Enter silly season: that time in August when weird and wonderful stories pop into our news feeds.

At Jersey Road PR – as always – we have good news for you, and this short guide will teach you how to make the most of silly season. In fact, for your charity or business, it could be what sets you apart from the rest:

1. You have more chance of exposure

There’s less competition in silly season. More PR agencies are on holiday, journalists aren’t as busy and inboxes aren’t as full. Now’s your chance to strike. While the cat’s away, your charity can play! This could be your opportunity for some coverage, so take it.

2. Now’s the time for good news

Let’s be honest, it’s been a hard few years with the pandemic and now the cost of living crisis. Isn’t it about time we had some good news? That’s where the charity sector can shine. Good news with strong upbeat tones could be just what the journos are looking for. It’s actually the perfect time for positive news. Think extra hard about human interest stories, opinion pieces that make people smile and articles that bring joy and happiness. It’s a silly season editor’s dream.

3. The reason for the season

Quirky stories are more likely to make the cut in silly season - and provide some much-needed light relief from the leadership contest! So why not get creative and embrace the mood? This best of silly season story list includes everything from squeezing people into a phone box for a world record to parasailing donkeys and a piece on the possible death of the Loch Ness Monster due to pollution. Could you raise awareness for your charity’s cause with a similarly silly story?

4. The audience has more time

It’s a myth that charitable giving declines in August. Of course, some people’s budgets are tight due to holidays etc, but silly season can also be a time when people are off with lots of time to think, re-evaluate and reassess priorities. Workers aren’t rushed off their feet with traffic jams and conference calls. It’s quieter. Perhaps silly season is a time when readers can think more about what they’re doing and actually spend more time researching your cause.

It might be silly, but this summer could be life-changing for your organisation. So get your thinking cap on and let us know if we can help you!

Written by Matthew Murray, Press Officer, Jersey Road PR

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