In the fast-paced world of public relations, timing is everything. As someone who has spent years navigating the intricacies of media relations and crisis management, I cannot stress enough how critical speed is when it comes to getting your name featured in news stories.
This is particularly true in the context of events with immense public interest, such as the recent UK general election.
Why Speed Matters
When news breaks, journalists are on high alert, looking for fresh angles, expert opinions, and immediate reactions. The window of opportunity to provide these insights is often measured in minutes, not days. Sending a reaction comment four days after a major event is not just ineffective—it’s a colossal waste of time and resources.
Imagine this scenario: A significant political event unfolds, and your PR company drafts a perfect response. However, it sits in their inbox for days, only to be sent out when the news cycle has moved on. By then, the media has already published numerous stories and moved on to the next big thing. Your carefully crafted comment is now irrelevant, buried under a pile of newer updates.
The Financial Cost of Delays
For SMEs, every pound counts. Hiring a PR company can be a significant investment, but if they are slow to respond, you might as well take that money out to the car park and set fire to it. At least then, you’ll get some warmth in this unseasonable British summer. A delayed reaction not only fails to capitalise on the immediate news cycle but also wastes the budget allocated for timely PR interventions.
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