I write this from where I am right now: on vacation.
And precisely for that reason, I thought it was the perfect moment to write this second part. Because there is something paradoxical about all this: I, who have been telling you for weeks that August is an opportunity, have also taken a few days to disconnect. And I do not contradict myself. Disconnecting is part of the strategy. What I do not do is disappear completely.
A few weeks ago, I talked to you about why July is the best month for communication precisely because everyone takes a break. Today, already in August, I want to be more specific: what happens exactly in September if you did nothing during the summer?
The domino effect of doing nothing
September arrives and everyone starts at once. Companies reactivate their communications, journalists receive dozens of proposals accumulated during the summer, schedules fill up suddenly, and the competition for media attention skyrockets.
If you did nothing in July or August, in September you start from scratch. And starting from scratch in the most saturated month of the year has a real cost: more time to get going, more effort to stand out, and results that take longer to arrive.
What you can do now, even if you are on vacation
This is not about working in August as if it were October. It is about not disappearing completely. There are minimal actions that do not require much time and that make a significant difference in September.
- Plan your strategy for the last quarter. An afternoon of reflection now saves you weeks of improvisation in September. What do you want to achieve before the year ends? Which media do you want to work with? What message do you want to convey?
- Prepare content. If you have a quiet moment, write. An article, a reflection, a post. In August, your mind is clearer than at any other time of the year. Take advantage of it.
- Maintain contact with key media. There is no need to send a press release. A brief message, an article that might interest them, a greeting is enough. Relationships are not built only when you need something.
- Review your digital presence. How does Google describe you? And ChatGPT? August is the perfect time to conduct that audit you never find time to do.
The advantage of those who do not disappear
Companies that maintain a minimal presence during the summer arrive in September at an advantage. Not because they have worked more, but because they have not had to start over.
It is the difference between resuming and starting. Resuming is easy. Starting in the most competitive month of the year is much less so.
I write this from vacation because I believe in what I advocate. It is not about not resting. It is about not disappearing.
What are you going to do this August: disappear or simply rest?