In the public relations world, it’s often said that “timing is everything.” And it’s true; when you wait too long to capitalise on a moment of opportunity, you miss out on the chance to gain major exposure and build a more positive reputation for your business or brand. The sooner you can act in the face of a timely moment, the better—but how do you know which moments are worth investing in?
Let’s look at some examples of businesses that nailed their timing with their PR campaigns.
When Marvel first released Black Panther, they didn’t just put out a press release and hope for the best; they also partnered with organisations like Color Of Change to create meaningful change in local communities. This was an example of timely PR done right; by capitalising on a moment that people were already passionate about (the release of Black Panther), Marvel was able to tap into the hype surrounding the movie and use it as an opportunity to do something greater than just marketing.
Similarly, when Beyoncé released her album Lemonade in 2016, she didn’t just promote it herself; she also recruited artists from around the world to create visual art inspired by her lyrics. This was another great example of using timing to create more meaningful connections with fans. By leveraging other artists’ work, Beyoncé created an even bigger impact than she could have achieved with just her own promotional efforts.
Finally, let’s consider Airbnb’s response following Hurricane Dorian in 2019. During this time, Airbnb activated its Open Homes Program, allowing those affected by the storm access to free housing provided by local hosts who had listed their properties on Airbnb. This is an excellent example of timely PR because not only did Airbnb leverage its platform to help those affected by Hurricane Dorian, but they also used this opportunity as a way to demonstrate their company values and show that they genuinely cared about helping those impacted by the disaster.
There is no denying that timing matters when it comes to successful public relations campaigns. When you identify timely moments that are relevant and important to your target audience (and then act quickly), you can gain major exposure for your business or brand while also doing something meaningful for your community or customers. It takes some forethought and strategy but if done correctly, it can be highly effective in building trust and loyalty with your target audience—which can ultimately lead to increased success for your business or brand.