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Have you ever thought of the perfect response to a friend’s light-hearted jab at you . . . only after you get back home? The perfect message is one thing, but timing and delivery make the difference. When providing content, or distributing it, the reception of what you have to say can be greatly improved by when you say it.

So how do you know what the right time is? Well, here are a few ways to help you better determine your own perfect timing:

Search & Research – Conduct a few searches on your topic. See who is getting the most buzz and take note of any time trends around that type of content. For example, if you are a travel writer you’ll see an abundance of articles during the summer months. How can you position your expertise in the conversation around that time? Or, better yet, could you offer tips for winter getaways when your industry may be slower? Would that help your message stand out?

Don’t Get Your Story Squashed – There are certain things you can anticipate will be hogging attention. You probably wouldn’t be talking about fashion during fashion week unless that is part of your angle. Put together a calendar of both competing and complimentary recurring stories that impact your message, industry, or audience.

Be Prepared – Often, an unforeseen circumstance becomes major news and provides opportunities for those who can help make sense of the moving pieces. When a court case ruling shocks the nation, lawyers are in high demand. Having your image, message and connections polished and in place can make all the difference. This is one major benefit to having a Public Relations specialist working with you. Media outlets will contact these PR reps seeking suggestions for these openings.