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

26 July 2021  |  Insights
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Sick of Covid news, vaccine updates and doom and gloom? Fear not… silly season is upon us!
What is silly season, I hear you ask? It’s a good question. But as Brits attempt to top up their tans and enjoy the summer holidays, it’s not all fun and games for journalists and those with newspapers to write and radio shows to produce.

In fact, it’s called silly season for a reason. The media are often scratching their heads wondering what on earth they can fill their pages with during this time. Businesses shut down, schools are closed, charities aren’t as active, sport is quiet and the politicians are hopefully keeping out of trouble as parliament goes into recess. That means blank pages!

But fear not. At Jersey Road PR – as always – we have good news, 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, and you certainly shouldn’t switch off to the media during the summer.


Here are some of our top tips:

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! So think extra hard and get your press release sent in (of course we can help with that) and this could be your opportunity for some coverage.

2. Now’s the time for good news
Let’s be honest, it’s been a tough few months, hasn’t it? The pandemic has impacted us all, the vaccine mayhem is tiring and England couldn’t even beat Italy on penalties. 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.

3. The reason for the season
Everyone’s smiling in silly season. The beach towels are out, the kids are at home (yay!?) and the sun is shining! The tone of the nation is happy – and the media wants to portray this. 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.

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!


Matthew Murray is an Account Executive for Jersey Road PR

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