The Rules of the Digital Age: Why a Smart Brand Can’t Afford Summer Silence

Year by year, there are fewer and fewer reasons to exclude summer from your communications plan. Digital media has changed the way people consume information to such an extent that staying silent in summer no longer signals a strategic pause, it means giving away visibility to a more active competitor.

Just five years ago, the common belief was: “Don’t try to push positive stories to the media in Summer; they’ll go unnoticed. People don’t consume media during summer.”

But the rise of digital media has shifted this. 91% of Estonians consume news on mobile devices. News reaches people everywhere: on the beach, in the forest, or on public transport. Summer no longer puts media consumption on pause. Only the way people consume information changes.

Today’s PR is about delivering the right content at the right time and place to the right audience. This no longer happens solely through a newspaper article or press release. The same story might reach someone through a social media platform, a community group or even an influencer. Summer is the best time to convey your brand’s message.

Be Where Your Client Is

As a communications agency, our first question to clients is: “What are your clients hiring you for?” That’s the core from which all meaningful action and visibility-building begins. People don’t choose brands because they’re loud, beautiful or active.

They “hire” brands to solve specific challenges in their life or work: to make decisions easier, provide confidence, bring clarity, spark ideas or improve their mood. If you know who your clients are, what you solve for them, and when they’re ready to listen, you won’t have “silent months” in your annual calendar. For many brands, summer can be one of the most effective periods to stand out: with less noise, more space, and a more receptive audience.

“Less noise, more space and a more receptive audience”

When You’re Present, You’re Remembered

When work pace slows and calendars open up, people start looking around. They reevaluate service providers, seek new solutions and shape new consumption habits. This is the moment when a brand can position itself meaningfully and calmly: without noise, but with purpose.

“A brand that understands its target audience also consumes content in summer, knows that vacation doesn’t mean needs disappear. It just means the environment is different. The same brand knows how to adapt its communication to this new environment.”

A Brand That Goes Silent in Summer Loses More Than Media Coverage

The best agencies build summer content packages, pitch season-appropriate stories to journalists, help leaders stay active on LinkedIn and involve influencers who convey the message naturally to consumers.

Marketing and executive leaders who understand that PR is not a seasonal campaign but a continuous trust-building effort use summer strategically. When most competitors go quiet, it’s easier to garner media attention: there’s more room for your message to be seen and a greater chance of being remembered.