How to Deal With a Low Coverage Month and How to Get Out Of It

So, you’re in your flop era? How to deal with a low coverage month and how to get out of it

The blessing and the curse of digital PR is the dopamine hit. 

That moment when a link lands, and you see your story out in the world - there’s nothing quite like it. In that one hyperlinked word lies a whole load of validation and the affirmation that your idea was newsworthy, timely, and unique. You can live another day believing, sweetly, delusionally, that you are in fact a creative genius.

But ego aside, the coverage does matter. Agency-side PRs live with the knowledge that in that link, or lack of link, lies the potential for a very disappointed client on the other end of the phone.

So, when the worst happens, when journalists ghost you, stories fall flat, and coverage stops appearing altogether, what do you do then?

When I think of a true flop era, one time comes to mind: February of this year. Between Reach PLC’s new policy, a sea of journalist OOOs, whatever flu was doing the rounds in Manchester, and how painfully short the month is, it felt like every blazer-wearing, iced-coffee-clutching PR I knew was airing a big fat ‘GIRL SAME’ when I shared my woes about being stuck in struggle city.

That’s the thing about PR: what I love and hate in equal measure about this job is that it’s about as consistent as Manchester’s tram schedule. Every day is different, every week is a rollercoaster, and the news cycle is just that – a constant ebb and flow. Which means that yes, flop weeks do happen, and always will. And this makes it absolutely essential to know how to deal with them, and not only survive, but bounce back faster and stronger.

With that said, here’s my advice for dealing with and getting the f*** out of a low-coverage rut, crash-out, spiral, or whatever Gen Z-coded word floats your boat.

Tip 1: Remind yourself there’s more to life (and SEO) than link volume 

It’s easy to obsess over link numbers when you’re in a coverage drought, but quantity is far from everything. One strong, relevant link from a high-authority site can deliver far more real business value than 20 lower-quality ones. Especially if it's read by your client's actual audience. 

Likewise, if your flop era has been slightly more forgiving and brand mentions have been trickling in, let’s all remember that the clue’s in the name. Brand mentions help build awareness, visibility and consumer trust, whether they’re hyperlinked or not. They’re increasingly valuable too, particularly as we continue to shift towards AI-driven search.

Google’s algorithms (and AI models generally) are moving towards evaluating brand signals, not just backlinks. That includes things like brand mentions, visibility in news cycles, and general relevance. In other words, we’re entering an era where unlinked coverage matters more than ever.

So if your coverage volume is low, take the opportunity to shift the conversation. Focus on what is moving the needle: improved keyword rankings, stronger visibility in niche media, increased referral traffic, or new referring domains. Clients ultimately care about meaningful results - not just vanity metrics.

Tip 2: Stop, regroup and analyse

My manager, after seeing me buried in one too many “not for me” email replies, said something painfully wise: “you’re going to learn so much more from these periods than from the sunshine-and-rainbows ones.” And, unfortunately, he’s right.

A flop era forces you to slow down and dissect your work. Remind yourself of the client’s goals, rework a strategy that’s feeling stale, finally sign up for that training you’ve been meaning to do, or ask a senior for a second opinion. At the risk of sounding like a motivational quote poster, sometimes you have to take a step back to move forward.

If your releases aren’t landing, maybe your subject lines need work, your data storytelling needs sharpening, or your media lists need refreshing. Maybe relevancy is lacking. Or even, perhaps PR simply isn’t right for this particular client.

There are dozens of reasons a piece isn’t landing, and it’s rarely just because you’re bad at your job. But it is a sign that something needs to change.

Tip 3: Low-hanging fruit

Now, sometimes we don’t have the luxury of pausing and reassessing. Sometimes, there’s a big fat KPI cloud hanging over our heads, or a client firing off increasingly passive-aggressive emails about the distinct lack of coverage.

In that case, it’s time to go back to what we know works. I’m all for the preservation of creativity and innovation, but “let’s try something new” has its time and place, and knee-deep in the flop era of your life is simply neither.

So what do we do? We go back to our easy wins. The reliable formats. The low-hangers.

Maybe you give a journalist the exact story they eat up time and time again, maybe you dust off that framework that simply doesn’t miss - the fines for a driving client, that data-set for a travel client that can apparently be re-angled and re-angled until the end of time.

The important point is, not only does this keep a client, stakeholder, or your colleagues happy (because you’re less of a black cloud sucking the life out of the office), it gets the dopamine and self-worth ball rolling once more. It sets you back in the saddle. Sometimes all it takes is one measly link to remind you that, yes, you’re still a good PR with good ideas. And then, before you know it, the momentum’s back.

As creatives, we always want to do something bigger, better, and different - the cool, flashy campaigns that will earn you a like from your old history teacher on LinkedIn. But, in actual fact, those are just the tip of the iceberg for most PRs. Most of our work is built on consistent, unglamorous graft. And when you’re flopping, it's time to return to the basics and those “yeah that’ll work” stories.

Tip 4: Power in numbers

No, don’t worry, I’m not about to contradict everything I’ve just said. What I’m talking about here is getting your colleagues on board and not being afraid to be a bit vulnerable (eek, terrifying). 

How often do you find yourself staring blankly at the same sentence, subject line, or idea for hours, unable to crack it - until you chuck it over to your work bestie and, like magic, they come up with a corker in seconds? Sometimes all you need is a fresh pair of eyes or a brain that’s wired slightly differently.

This is exactly what we do in my team. Got a story that just isn’t landing? Someone suggests a new angle, a comparison point, or a stat swap that makes it click instantly. My point is, don’t suffer in silence! Collaborate, ask, and rework together. You’ll be amazed how quickly you find your way out of the trenches.

In summary:

Flop eras happen, and they’re not the end of the world. In fact, when handled right, they can be a valuable reality check and a reminder that no PR career is without its dips.

A bit of humbling can be exactly what we need to reset, reflect, and re-emerge with fresh ideas, stronger strategies, and a more grounded sense of perspective.

And the best part is that the comeback is always more satisfying than the slump.