Most brands treat summer like a slow season. You? You should treat it like your secret weapon.
While everyone else is posting beach pics and setting “out of office” replies, the brands that own Q4 are quietly stacking PR wins that pay off months later.

Black Friday glory doesn’t magically appear when the turkey hits the oven; it’s built now. In July and August, when you can still beat competitors to the best media slots, influencer partnerships, and gift guide features.

Picture this: your competitor’s sipping margaritas in Cabo, while you’re locking a “Holiday Must-Haves” spot in Good Morning America’s gift guide. Come November, guess which brand customers are adding to their carts? Spoiler: it’s the one that didn’t take the summer off.

If you want to be the brand everyone’s talking about when the holiday rush hits, your Black Friday campaign starts today. And it starts with a summer PR sprint.

Why Summer Is Your Secret Weapon

In PR, timing isn’t just important; it’s everything. And summer is when the timing tips in your favor.

Here’s why:

• Long-lead media plan months ahead. That glossy gift guide you see in November? It was pitched in July. Miss that window, and you’re trying to squeeze into an already full lineup. In fact, many national outlets close their holiday editorial schedules by mid-August.
  
  
• Influencer calendars fill up fast. The most credible, high-converting creators are often booked by early fall, and they’ll charge more for last-minute deals. Even micro-influencers can double their rates by October.
  
  
• Early buzz snowballs. Every piece of coverage you secure now has months to build brand recognition before your audience is ready to make a purchase. It’s like compounding interest,  except in awareness, not dollars (yet).

Skip summer PR and you’re sprinting uphill in November. Own it, and you’re already setting the pace before the race begins.

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How to Sprint Smart This Summer

This isn’t about burning out before Q4; it’s about banking strategic wins now so holiday marketing feels like execution, not chaos.

1. Pitch Long-Lead Media Early

Editors are assigning their biggest holiday features right now — not in November when you feel “ready.” Identify outlets that match your audience, check editorial calendars, and pitch angles that align perfectly with their holiday themes.

Don’t spray the same pitch to 50 journalists. Customize it so your product feels like a “must include” for their specific audience. Have a sustainable product? Pitch eco-friendly holiday lists. Female founder? Target outlets spotlighting women-led brands.

Pro move: Attach high-res, lifestyle images directly in your pitch. Journalists don’t want to dig through Dropbox; they want instant access to visuals that make their pages pop. And always include alt text for accessibility; some editors are now requiring it.

2. Lock in Influencer Partnerships Now

Influencers aren’t just content creators; they’re trust builders. And trust is the currency that converts during high-stakes shopping weekends.

Here’s the reality: the influencers you want are in high demand. Wait until October and you’ll either get ghosted or overcharged. Book in summer and you lock in rates, shape creative direction, and give them time to build real engagement before your Q4 push.

Think beyond one-and-done posts. Plan a multi-touch campaign: tease your product in August, showcase it in use in September, and unveil the full holiday feature in November. That’s a narrative your audience can follow and remember.

Pro move: Negotiate usage rights upfront so you can repurpose influencer content in ads, emails, and on your site throughout the entire season. Watch out for exclusivity clauses that might block you from working with other influencers in your niche.

3. Land Gift Guide Features Before the Frenzy

Gift guides are PR gold, and they close earlier than most brands realize. Some national publications finalize holiday picks in August.

To get in, you need to:

• Identify which guide your product fits best.
  
  
• Send concise, polished pitches accompanied by high-quality images.
  
  
• Offer samples early so editors and bloggers can experience your product.
  
  

If you’re in the door now, you’re competing with fewer brands. Wait until September, and you’re fighting to be seen in a flood of hundreds.

Pro move: Lead with a hook. Whether it’s a new launch, a viral product, or something tied to a trend editors are already tracking. And don’t forget smaller niche gift guides; they often have hyper-loyal audiences that convert better than big mainstream lists.

Conclusion

A summer PR sprint isn’t about doing more for the sake of it; it’s about doing the right things early so Q4 feels like a win, not a war.

Pitching long-lead media now means seeing your product in prime holiday placements without the last-minute scramble. Securing influencer deals now gives you room to build authentic connections. Landing gift guide spots early puts you in front of editors before they’re buried in pitches.

Do the work now, and by November, you won’t just be competing,  you’ll be leading. Your competitors will wonder how you got “everywhere” overnight. You’ll know it was months in the making.

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Ready to make this Black Friday your biggest yet?
Your summer PR sprint starts now! Before your competitors even think about it. Let’s map it out so when November hits, you’re not chasing the spotlight; you’re owning it.

Book your strategy call →