Keep your cool and ensure your Summer PR stays hot
10/07/2026
Currently, as we write this, the UK is experiencing another heatwave. The sun is shining, inboxes are filling with out-of-office replies and for many businesses, the temptation is to ease off the accelerator until September. It’s what many refer to as the ‘silly season’ a period when decision-makers can be on holiday, offices are quieter and there’s a perception that little gets done.
But when it comes to property PR, that couldn’t be further from the truth. In fact, summer can be one of the most valuable times of the year to keep your communications active. With fewer companies competing for media attention, audiences having more time to consume content and journalists still looking for compelling stories, the quieter months present a genuine opportunity to stand out.
At Puttock Brown, we help property brands stay visible and relevant all year round through a complete communications approach. From strategic PR and marketing to creative design, brand development and engaging social media, we bring together the expertise needed to build recognition, strengthen reputations and create connections with audiences.
Here’s why summer shouldn’t be a time to go quiet, even if that means firing off the odd press release from the shade of a parasol with an ice lolly in hand.
Less noise means more opportunity
One of the biggest advantages of summer is that the media landscape is often less crowded. While there may be fewer major announcements, there are also fewer companies competing for attention. That creates a valuable window for property businesses to secure media coverage, share expert commentary and position themselves as trusted voices in the market.
Top tip - Use the quieter months to get ahead of the competition:
Summer is the perfect time to revisit your PR strategy, identify upcoming opportunities and build a pipeline of stories before the autumn rush begins. Whether it’s securing thought leadership opportunities, creating expert commentary or refreshing your brand messaging, proactive communication will always outperform last-minute activity.
Your audience hasn't disappeared
While people may be taking holidays, they haven't stopped consuming content. In fact, many have more time to catch up on industry news, browse social media, read newsletters and explore new ideas while travelling or enjoying quieter periods. Whether you're targeting investors, developers, commercial occupiers or homebuyers, maintaining a regular flow of insightful content helps keep your brand visible and relevant.
Top Tip - Don’t just stay visible, stay valuable:
Summer is an excellent time to showcase completed projects, highlight community initiatives, share market insights or introduce the people behind your business.
Momentum matters
In terms of building a brand with PR and marketing, the best results come from sustained visibility over time. When businesses stop communicating for several months, they risk losing momentum they've worked hard to build. Search visibility can decline, relationships with journalists become quieter, social engagement drops and brand awareness begins to fade.
Top Tip - Treat your brand like a long-term asset:
Consistent communication across PR, marketing, branding and social media keeps your audience engaged and your reputation growing. A well-managed brand uses the summer months to think creatively allowing them to build recognition, credibility and trust behind the scenes.
Build your Q4 pipeline before Q4 arrives
For many property businesses, autumn is one of the busiest periods of the year. New developments launch, budgets are finalised, investment decisions accelerate and businesses begin planning for the year ahead. Waiting until September to start communicating means you're already behind. Effective PR works over time. Coverage secured during the summer helps build awareness, credibility and familiarity that supports conversations later in the year.
Top Tip - Use summer as your strategic planning window:
Take the time to review your messaging, refresh your marketing materials, strengthen your visual identity and create a content plan that supports your commercial goals. The brands that enter Q4 with a clear story and consistent presence are the ones best placed to make an impact.
Summer stories are everywhere
Many businesses worry they have "nothing to say" during the summer months. In reality, every property business has stories worth telling. Not every story needs to announce a major transaction. Consistent, valuable content keeps your brand active and demonstrates expertise throughout the year.
Top Tip - Look beyond the obvious story:
A successful PR strategy isn’t just about big announcements. It’s about finding the moments that demonstrate expertise, personality and purpose. This can be anything from showcasing a team milestone or sharing market insight, to celebrating design details, community impact or project progress. At Puttock Brown, we help businesses uncover those stories and bring them to life through PR, creative marketing, branding, design and social media.
