It's all about.....timing

There's an old line about the most important thing in comedy being.......timing. Like all old lines, there's some truth to it. The importance of timing when dealing with the media, though, is critical. Here are some key points about timing that you need to bear in mind -

* Have a stockpile of messages ready, and update them often
* You can't extend a journalist's deadline
* Anticipate events that might affect your business
* React within minutes, not hours
* Become the primary source of information
* Don't let your competitors comment first
* Make sure that someone is always available to take a press call
* Ensure that you know where your spokespeople are at all times

Get the timing right, and the media will love you for it.