Summer is often seen as a slower season for media. News cycles ease, editorial calendars become less crowded, and many journalists take well-earned breaks. In the US the ICR team hosts a cocktail reception for the media and over 150 journalists join for a night of great conversation. For healthcare companies, summer can create a strategic advantage. With fewer competing headlines, there’s greater opportunity to capture attention and tell your story.
At ICR Healthcare, we work with organizations across the healthcare ecosystem to turn the summer time into a platform for visibility, relationship-building, and narrative development. Here are several ways companies can stay relevant and build momentum during the quieter months.
Develop stories that stand the test of time
Not every compelling story needs a breaking news angle. Evergreen stories that remain relevant regardless of current events help define who you are, why your work matters, and the value you bring to the healthcare community.
During the summer, journalists often have more capacity to engage with thoughtful, well-developed content that offers insight and perspective. This creates an ideal opportunity to share stories that go beyond announcements. The most effective narratives blend credible expertise with human experiences.
These stories might include:
- Patient stories that demonstrate the real-world impact of your therapies or technologies
- Executive insights on the future of different disease areas
- Educational content that helps explain complex science and innovation
Invest in media relationships
Strong relationships with journalists are built over time, not just through tradtional news pitching. The summer months offer valuable opportunities to connect with reporters in ways that may be difficult during busier periods. Meeting someone for an afterwork cocktail or a summer Friday lunch is the way to go.
Without the pressure of constant breaking news, journalists are often more open to conversations that provide context, background, and industry perspective. These interactions can help companies better understand reporters’ interests and establish trust.
When journalists know your organization and view you as a credible resource, they are more likely to seek your perspective and engage with future story ideas.
Extend your reach beyond traditional media
Media coverage is only one component of an effective communications strategy. Owned and shared channels offer powerful opportunities to reinforce your messaging and engage audiences directly.
During slower news periods, these channels become even more important for maintaining visibility and demonstrating thought leadership. A single insight or piece of research can often be repurposed into multiple formats, helping organizations reach different audiences while reinforcing a consistent narrative.
Examples include:
- Executive LinkedIn posts and short-form video content
- Contributed articles in healthcare and business publications
- Podcasts and webinars featuring industry experts
- LinkedIn campaigns focused on health awareness months
An integrated, multi-channel approach helps maximize the value of your content and keeps your organization top of mind.
Turning a seasonal pause into strategic momentum
A quieter media landscape doesn’t have to mean reduced visibility. In many cases, it presents an opportunity to tell more thoughtful stories, strengthen relationships, and lay the groundwork for future communications success.
Publisher: Source link
