There’s a mindset that the summer is less productive than the rest of the year—that there are fewer opportunities, nobody’s around and the phones are quiet. Is it really time to imitate Fido and lay around, waiting out the heat?

The truth is, we need to dispel that myth, because the end of the summer presents significant communications opportunities that aren’t available when the fall ramp-up begins. A savvy company can pull ahead of the competition by taking advantage of a few smart strategies while the rest of the world is at the beach.

We recommend trying these:

Media relationship-building: If you think your office is a bit quieter and the hum of the air conditioner is soothing, wander through a newsroom. Newspapers and TV still seek and publish fresh content every day. However, the press generally have more flexibility in their schedules in the summer and can actually leave their desks for relationship-building lunches, coffees or visits. In fact, many appreciate the opportunity to get out of the office for al fresco dining. Use this time to contact key journalists, or to revisit old contacts you haven’t seen in awhile. At Castle, in just this past week we’ve scheduled in-person appointments between clients and USA Today, The Wall Street Journal, Bloomberg, The Boston Globe, Boston Herald and Education Week.

“Evergreen” pitching: By definition, an “evergreen” story can be pitched, and can run, virtually any time of year. Why not now? If there are story angles you’ve been sitting on, or that couldn’t break through the clutter during a busier news cycle, now is the time to dust them off and try again.

Trade show strategizing: If you’re planning to attend, exhibit or speak at one of your industry’s conferences or events this fall, now is the time to plan your strategy. Message development, themes, collateral needs and story angles should be determined now, leaving time later for rehearsal and important last-minute decisions. Also, it’s critical to pitch for inclusion in relevant long-lead media well before the show appears on the calendar. Set up media appointments in advance, draft releases, consider news strategies, embargoes and exclusives to maximize your show participation. You want the buzz before, during and after the show, and those that only plan for the show days miss enormous opportunities.

Reserve space: If you’re planning to host an event at a conference, or considering an event to tie in with your communications strategy, make sure you reserve space and plan logistics accordingly. Waiting until the last minute leaves you with few choices and eliminates your chance to reserve the hottest properties. Also, the earlier you can invite guests, the better, especially since you’ll likely be competing against other events.

Back to School pitching: Back to school is almost here, for better or worse. If you can link a story to that season, you have opportunities for media coverage. In fact, some wire distribution services are compiling “Back to School” packages that reporters in need of content can tap.

Christmas in August: It may be hard to consider while sweating out 90-plus degree days, but think about your company’s holiday party. In addition to having the chance to book the best space, you can also often take advantage of better pricing by locking in a confirmation ahead of the pack.

Christmas in August II: If your product or service has an overt or subtle tie to the holiday season/end of year—gift-giving, charities or tax planning, for example—you need to be pitching long-lead media now. In fact, for some pubs with four-plus month lead times, it’s already too late. Think winter and get going—it may even help cool you down.

DNC: If you can stand to think even farther ahead—and we always advocate doing that!—remember that the Democratic National Convention is coming to Boston in one year. Companies looking to plan related events must be ahead of the curve, before space—and opportunities—dry up.

And back to dog days, take a lesson from Lassie: stay alert. You’ve got to have a keen eye and an open mind to “sniff out” opportunities as they arise. Follow the news, find ways to capitalize on or create trends, take advantage of breaking news, newcomers to the marketplace, etc. Hunt down what you’re looking for and, like a dog with a bone, relentlessly go after what you want. Enough said. Arf.