Some are saying this is a slow news summer. Hard news seems to only happen in Iraq, and there’s not a lot of big domestic news to occupy coverage space. There are, therefore, plenty of opportunities out there for coverage in daily papers, on network affiliates, and in trade, consumer and business magazines (especially those weeklies!) throughout this summer. Below are 5 tips to help you maximize your coverage in the coming months.

Make it timely

As you develop story angles for the season, remember it is summer. Whether you’re talking about a summer gadget (easy) or a medical device (hard), tie your pitch to something relevant to the here and now. For example, a lot of travel goes on this time of year, so tie your company, product, or service to summer travel (or heat, or sun…you get the idea).

Work the holidays

July 4th falls on a Sunday, and most folks will take the 5th off—including most experts who might otherwise be available to appear on TV segments. Make your company expert (you do have an expert?) available on holiday weekends—especially the 4th of July and Labor Day—when producers have a really tough time finding guests.

Think smallish

Coverage in smaller markets or in smaller-circulation publications can be just as effective in achieving business objectives. Garnering coverage in key markets is easy if you take the time to understand and include a local summer angle. For example, Milwaukee has a lovely lakefront where many denizens spend their summer weekends—can you tie that to your story? Milwaukee might be a second-tier DMA, but it’s only an hour’s drive from Chicago!

Present company

If you haven’t submitted your company’s products to relevant holiday gift guides, get going! Many long-lead monthlies have gift guide deadlines in July; some have already passed, but there are plenty more out there.

Agency review, friend

If you’re not getting the coverage you merit—or, if you’re not seeing clear return on your PR investment—summer is the time for an agency review. Identify five companies and simply ask them what they would do for you—and who would do the work—given the chance to take it on. Compare this to what you have now. Even if you stay with the old firm, it’s good to hear new thinking, particularly about angles and opportunities. Time spent researching is never a waste!

Erin MItchell is Director of Business Development at RLM; she’s all about good thinking! Some tips supplied by Joe Edelson, Director of Media at RLM.