Timing is Everything- Taking a Three Tier Approach

Through all of history if there is news our first instinct is to spread it. The only difference in yesterday and today is that we do so even faster through even more channels. “So five seconds ago” is an Iphone reality as we post status updates, tweet, stream video and text. As public relations professionals it is somewhere innately ingrained in us to “spread the word” . But today at work I was reminded that timing is everything.

Taking a Three Tier Approach allows an introduction then a climatic event and as all good things must come to, an end. In this case and end result meaning product knowledge , sales and brand recognition. The three tier approach could perhaps flows as this: Step One a press release or an announcement. This lets the world know that there is a new product through the 5 W’s. Who is making this product, What it is, Why, Where and When you can purchase or view it. This is the preface to the event.

The climax or step two is the event. First you send out the invitations to the party via press releases, social media, word of mouth etc. Then you throw the party. You want to allow enough time for your guests to receive the invites, give yourself time to prepare and allow excitement to brew. Of course you have to make sure you have all the logistics in line, which make no mistake is no small feat. The Quixote Group in Greensboro, NC was the internship that lead to my love for the PR industry. The company motto “ Thinking in the Corners of the Box” is something that I held on to in both my personal and professional life. (I’m getting to the connection here, just bear with me… ). The concept is not to think out side of the box because you veer too far from your clients/demographics values and interests, but to go just far enough away from the expected to WOW. This is how I believe an event should be planned. The core and heart of your message is there but it isn't just a black and white statement, it becomes a living breathing body…an event. *Don’t forget to send out the thank you’s and feedback opportunities after the event!*

The End. This is where the timing is the most relevant. If the event was to promote a product that will be available for purchase, making the purchase date too far from the event renders all your work pointless. Make sure that there is the anticipation perhaps a week or two out but no more! Timing is everything.Seems like common sense 101 but far too often companies make the mistake of holding a promotion for a product that isn’t available for purchase till much much later…by then the excitement has faded, something new has caught their attention or even worse all your efforts were forgotten and your product is “so five seconds ago.”