Bite Size Comms

The British media’s “silly season” represents a peculiar and fascinating annual tradition in which newspapers shift from serious political coverage to lighthearted, quirky stories during the summer months. This phenomenon, deeply ingrained in British journalism culture, presents unique opportunities for public relations practitioners while serving as a cultural barometer of the national mood and media practice.

The term “silly season” has deep historical roots, first appearing in British journalism over 160 years ago. The Oxford English Dictionary traces its earliest usage to an article titled “The Silly Season” published in the Saturday Review on 13 July 1861. This pioneering piece specifically critiqued The Times newspaper’s editorial content during the autumn months, noting how “when Parliament is no longer sitting and the gay world is no longer gathered together in London, something very different is supposed to do for the remnant of the public”.

The term gained formal recognition when it was included in the second edition of Brewer’s Dictionary of Phrase and Fable in 1894, which defined the “silly season” as “the part of the year when Parliament and the Law Courts are not sitting (about August and September)”. This definition captures the fundamental driver behind the phenomenon: when political institutions are in recess and serious news becomes scarce, media outlets must find alternative content to fill their pages.

The concept is not uniquely British, however. European counterparts have developed colourful linguistic equivalents, with many referencing cucumbers. German speakers use “Sauregurkenzeit” (pickled cucumber season), while Dutch, Danish, Norwegian, and several other European languages employ variations of “cucumber time”. This agricultural metaphor reflects the seasonal nature of the phenomenon, coinciding with summer harvests and holiday periods.

British journalism has produced numerous legendary silly season stories that have become part of media folklore. Perhaps the most celebrated example occurred in August 2009 when The Times dedicated its front page to “Benson, Britain’s Best Loved Carp, 1984-2009”, mourning the death of a fish that had been caught and returned to water 63 times. This story exemplifies how serious publications can embrace the absurd during quiet news periods.

The 2011 saga of Yvonne the cow demonstrated the silly season’s capacity for sustained narrative. The six-year-old cow escaped after “sensing” she was headed to the abattoir, providing steady headlines throughout August until her capture on 1st September and subsequent relocation to an animal sanctuary. This story’s perfect timing—ending precisely when silly season concluded—illustrates the almost theatrical nature of these narratives.

Recent years have produced equally memorable content, including 272 seagull-related stories during one August period, featuring advice on how to stare down gulls to prevent food theft and the establishment of seagull “mugging” hotlines. The Sun’s declaration that “Victor Meldrew found in space” exemplified how tabloids embrace the silly season spirit. Animal stories dominate silly season coverage, from crack-addicted squirrels in Brixton to dive-bombing herring gulls terrorising Tynemouth families. These tales often blend genuine community concerns with exaggerated reporting, creating compelling narratives that capture public imagination during slower news periods.

The silly season presents opportunities for public relations practitioners who understand its dynamics. The reduced competition for media attention creates possibilities for stories that might otherwise be overlooked. As Stephanie Harris from MD Health Comms noted in PRMoment, “Journalists are actively seeking quality content to fill the gaps, making this the perfect time to boost visibility for clients”.

The key to successful PR during the silly season lies in preparation and timing. Practitioners should plan evergreen content specifically for summer periods, focusing on human-interest or community impact stories. Research findings and social responsibility initiatives perform particularly well during this period, as they provide substance without requiring immediate political or business context.

Relationship building becomes crucial during the silly season, as many journalists work with reduced staffing. In a Vuelio blog, Charlie Hampton from Pembroke and Rye emphasises the importance of developing stories further in advance and maintaining contact with journalists who remain active during summer periods. This quieter pace allows for deeper engagement and more thoughtful story development.

The lower publication threshold during the silly season means that carefully crafted stories may face less competition for editorial attention. However, success still requires professional execution – silly season doesn’t mean abandoning quality standards. Stories must remain interesting and relevant, even in the absence of major news competition.

The silly season represents more than just a mere journalistic tradition; it reflects the cyclical nature of news production and public engagement with the media. The phenomenon’s 160-year history demonstrates its enduring relevance in British media culture, adapting to changing times while maintaining its essential character of providing lighter content during traditionally quiet periods. As political and business cycles continue to create natural news lulls, silly season will likely remain a fixture of British journalism, offering both entertainment value and strategic communications opportunities. For PR practitioners, understanding and leveraging this period can yield significant benefits, provided they approach it with appropriate preparation and professionalism.

[Image of a seagull, by Tarpit Grover on Unsplash]