The Importance of Timing

Any fly on the wall of MK HQ will often hear me boring my team about the importance of timing when it comes to a successful PR plan.

I’m not talking about the editorial deadlines of the local newspapers, or the best time to push out a Linked In post (although they are also equally vital factors), but actually why we need to keep ears, eyes and other available senses open to what else is happening in the world, and when the story we want to land might be best received.

Looking to land the front page of the Daily Mail the same day as a Royal gets wed? Forget it. Frantically trying to pitch in a piece to the regional ITV team on the same day as a local Covid-19 outbreak? Unlikely.

Like any decent recipe for an optimally moist pineapple upside down cake will tell you, TIMING IS EVERYTHING.

Now, while much of what breaks in the media cannot be predicted, there is plenty that already features on the newsroom calendar days, weeks, even months in advance. As PR and communication consultants it’s our job to know what those stories are and when they’re likely to hit.

Once we do, we can either avoid issuing anything at the same time or, better yet, issue something wholly relevant that gets our clients lots of lovely exposure – for example, a running commentary on the Budget, an overview of how new legislation may impact businesses, a response to a public inquiry.

Equally, if we wake up one morning fully prepared to send out a carefully crafted press release only to find that a Kardashian has filed for divorce, we’re not afraid to change our plans! Frustrating, yes, but a short delay could make a huge difference to the results we achieve.

At MK PR, we work with a myriad of clients in a whole host of different sectors to manage their strategic communications plans – helping them to reach the right audiences, on the right platforms, with the right messages, at the right times.

If you would like to discuss how our team can help your business please don’t hesitate to contact us on 01142756784, or via


Photo by Sonja Langford on Unsplash