How to Get Journalists to Respond During Summer
Every PR professional knows the feeling. You’ve crafted the perfect pitch, found the right journalist, hit send and heard absolutely nothing back.
During the summer holiday season, that challenge becomes even greater.
Newsrooms are often operating with smaller teams, many journalists are on annual leave and inboxes are just as crowded as ever. While response rates may dip, summer is not a bad time for media outreach. In fact, it can be be one of the best opportunities to secure coverage if you adapt your approach.
Here’s how to improve your chances of getting journalists to respond during the summer holiday season.
Why Journalists Respond Less During Summer
Understanding what’s happening inside newsrooms helps you tailor your outreach.
During June, July and August, many publications experience:
- Reduced editorial staff due to holidays
- Freelancers covering multiple beats
- Fewer planned features and a greater focus on breaking news
- Journalists juggling larger workloads
The result is that journalists become even more selective about the emails they open and the stories they cover.
That does not mean they are ignoring pitches. It simply means every email has to work harder.
1. Keep Your Pitch Short and Easy to Scan
Summer is not the time for a 700-word press release pasted into an email.
Instead, aim for:
- A clear subject line
- Two or three short paragraphs
- One key story angle
- Bullet points for supporting information
- A link to images or additional assets
Journalists should understand your story in under 30 seconds.
2. Write a Subject Line That Sparks Interest
Your subject line determines whether your email gets opened.
Instead of: New Product Launch
Try:
- New data: UK consumers spending 30% more on staycations
- Exclusive interview available on AI trends
- Summer travel report reveals the biggest holiday mistakes
- Embargoed research for Monday morning
Focus on the story rather than your company.
3. Offer Something Exclusive
When fewer journalists are working, exclusive content becomes even more valuable.
An exclusive gives a journalist a stronger reason to prioritise your email.
4. Tie Your Story to Seasonal Trends
Generic company news is easy to ignore.
Instead, connect your pitch to topics journalists are already covering such as summer travel, school holidays, festivals and events, heatwaves, outdoor living, seasonal spending, back-to-school planning and summer business trends.
The easier you make it for a journalist to fit your story into their editorial calendar, the more likely they are to respond.
5. Check Who Is Actually Working
Many journalists include holiday notices in their email autoresponders or update their social media when they are away.
Before assuming someone is ignoring your pitch, check for out-of-office replies, look at recent bylines, see whether another reporter is covering their beat and follow editorial staff on LinkedIn or X for updates
Pitching the right person at the right time can dramatically improve your chances
6. Include Everything They Need
If a journalist has to request missing information, your story may lose momentum. The easier you make their job, the more likely they are to use your story.
7. Follow Up Without Being Pushy
Many journalists simply miss emails.
A polite follow-up after three to five business days is perfectly acceptable.
Keep it short and if you don’t receive a response after one follow-up, it is usually best to move on.
Common Mistakes to Avoid
Even experienced PR professionals make these mistakes during the summer:
- Sending long press releases with no clear angle
- Pitching journalists who are on holiday
- Following up multiple times within a few days
- Sending irrelevant stories to large mailing lists
- Leading with company news instead of why readers should care
Avoiding these mistakes can significantly improve your response rates.
How PR Fire Can Help
Getting journalists to respond starts with having a story worth telling and making sure it reaches the right people.
At PR Fire, we help businesses, agencies and in-house PR teams distribute press releases to targeted journalists, news desks and media outlets across the UK. Whether you have breaking news, original research or an upcoming product launch, our distribution service helps your story reach journalists who are actively looking for news.
Our team can also help you maximise the impact of your press release with professional editorial support, media targeting and expert advice on crafting a newsworthy story.
If you’re planning a summer PR campaign, PR Fire can help you increase your visibility, reach relevant journalists and give your story the best possible chance of securing media coverage.
The summer holiday season does not have to mean a slowdown in media coverage.
By keeping your pitches concise, focusing on timely and relevant stories, offering genuine value and targeting the right journalists, you can stand out even when newsrooms are operating with reduced staff.
Successful media outreach is not about sending more emails. It is about sending better ones.
If you want to give your next campaign the strongest possible start, PR Fire can help you distribute your press release to the right media contacts and improve your chances of earning valuable press coverage.
Frequently Asked Questions
Should I pitch journalists during the summer?
Yes. While some journalists are on holiday, many newsrooms still need a steady flow of stories. A relevant and well-timed pitch can face less competition than at busier times of the year.
How long should a media pitch be?
Ideally, no more than 150 to 250 words. Journalists should be able to grasp the story quickly without scrolling through lengthy emails.
When is the best day to send a PR pitch?
Tuesday, Wednesday and Thursday mornings generally produce higher engagement, although results vary depending on the publication and beat.
How many times should I follow up with a journalist?
One polite follow-up after three to five business days is usually enough. Multiple follow-ups can damage your relationship with the journalist.
What makes journalists respond to PR emails?
Relevant stories, clear subject lines, exclusive content, timely angles, credible data and concise pitches all increase the likelihood of receiving a response.