Timing is Everything – Part I

Timing is Everything – Part I


Timing is everything!

 
That statement can pretty much apply to any life scenario. But today on the C&C blog, we want to touch on how timing impacts our lives through the over-active and constantly evolving digital world that we live in.
 
Sharing a message, retweeting a story, posting a photo – all contribute to the mass amounts of information that we consume on the regular. Being PR pros, part of our job is to keep up with the influx of content to ensure that we don’t miss anything on our clients’ behalf, but also to keep our finger on the pulse.
 
That has brought our attention to something that seems to be happening more and more. And that is sharing content with what seems to be very little thought or attention to other happenings that are taking place in the world around us. Whether due to a lack of sensitivity or awareness, on social media or traditional news media – it does seem that basic common sense has taken a backseat as we’re all trying to keep up with the momentum of information sharing.
 
We’re put together a list of some ways to keep better track and ensure that the content that is being shared is both relevant and timely.
 
Scan the Headlines
Small task – big impact. It will only take a few minutes each morning to go through the day’s headlines, yet can help ensure that what you’re sharing that day won’t be construed in a negative light. Some of your audience may not take so kindly to a picture of you living your best life, while a massive fire in your home state is taking out houses and communities by the thousands.
 
Check Trending Topics
Similar to scanning headlines, trending topics can sometimes be things that haven’t yet made it to the news cycle and can be anything from a death, a massive scandal, or even a natural disaster. There are so many apps that can quickly point out the major things happening at any given moment. Twitter being one of the easiest and easily accessible tools – means zero excuses.
 
Cross Reference Scheduled Posts
Scheduling posts and keeping an organized social media calendar is an extremely beneficial tool; when used correctly. And that means nothing is set in stone, and regardless of the ‘plan’, scheduled posts should never go out without doing the first two things on our list – in a nutshell, taking necessary precautions. This will prevent you from making a serious faux pas that has the potential to have some serious consequences.
 
Owning a Misguided Post
All of that being said – humans are far from perfect, and mistakes do happen. Especially in our fast-paced digital world. So what do you do if you find yourself on the receiving end of backlash due to an insensitively timed post? Own it. Apologize. Remove the offending post. Move forward by learning the lesson. While the severity of the situation will impact the backlash with different consequences, acknowledging that an error was made and taking steps to fix it can go a long way. As long as it is done in a timely manner – meaning, don’t wait 3 days after the post has gone live to acknowledge that there was an issue.
 
Lesson to be learned – when in doubt, it is better to hold off from sharing something that can potentially be portrayed as insensitive, inaccurate or simply non-timely. Have a plan, ensure a good back-up is in place, and always keep in mind that things shared online are not only permanent fixtures, but can have long-lasting effects, both good and bad.
 
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Cowan & Company, a top communications agency in Toronto, collaborates with lifestyle, beauty and health brands to create engaging PR programs through media relations, influencer marketing, special events, branded content, social philanthropy and marketing communications. By utilizing our expertise and working together with our clients as an extension of their teams, we maximize results to achieve a highly successful ROI.