“Time isn’t the main thing. It’s the only thing” – Miles Davis

As it does every year, Daylight Savings Time, when we move the clock back an hour in the US, fools me…and my cat.

This annual ritual also reminds me why timing in public relations is fundamental to everything I do for clients.

Here’s why:

⏲️The growing power of algorithms makes it critical to be timely and reactive to news when it happens.
⏲️Being clued in at all times, so it increases the ability to react to breaking news that matters to you/your customers. Consider when you/your company would like to be featured in the news so you can schedule media outreach in advance. For example, if you’re aiming for TV coverage, 6 weeks in advance is a good time to reach out.
⏲️The ability to predict potential lulls in the news cycle can signal opportunities to contribute content, Op-Eds, etc. than can be prepared in advance. When you have valuable content at the ready, it’s easier to make quick edits and distribute it. It’s also wise to identify the reporters you want to target in advance.
⏲️So you can schedule virtual events at times when they have a better chance of being covered by media. For example, weekend events will be more challenging to get media coverage for as there are less journalists available.
⏲️Knowing the optimal days and times to reach out to reporters can make a difference in having your story get noticed. Journalists have preferences regarding when they are more likely to read and respond to a pitch.

Having a clear understanding of what journalists want and when to deliver to them, can make all of the difference in your public relations campaign.

How has timing played a role in your business?