Harry Potter and the Importance of Timing
By Ciri Haugh

As July approaches, I, along with millions of other fans, am eagerly anticipating the release of not only the fifth Harry Potter movie, but the launch of the seventh book, effectively drawing the literary series to a close. Although Harry Potter is not a story that appeals to everyone, it has gained a worldwide audience and resulted in billions of dollars in profits. The popularity of the series will be highlighted once again as fans around the world gather for the movie release and midnight book launch, each occurring within two weeks of the other. This decision to release these two major projects so close together has created a marketing frenzy with each product competing against, and enhancing, the other’s success. The events that will unfold in July, and that have been in play for the past 10 years, illustrate a key component to the success of advertising, marketing and public relations results: timing.

Even with a well conceived, well executed plan, not all companies get the desired results from their public relations and advertising campaigns. Timing can have a huge impact on how the market receives a company, its products and its messaging. In the case of Harry Potter, the publishers launch a new book once every two years, providing an opportunity to read the latest story before building interest in the next adventure.

Of course, not every campaign makes an impact like J.K. Rowling’s books have. When it comes to marketing, public relations or advertising, it’s important to prepare a solid plan, gauge the current market conditions and prepare for various factors which could affect the results. To give another example, that’s why major blockbuster movies never open on the same weekend. And it’s why you need to give serious consideration to the timing of your news and product launches.

During the planning stage, it’s important to keep a pulse on everything from the industry trends and competition’s launches to current events and holidays. These all will help you predict what might affect your campaign. Specifically in regards to public relations efforts, being able to appeal to media’s interests means finding a way to make an organization’s messages relate to the stories of the day.  If the message isn’t relevant or doesn’t connect with your audience, no one will see it. Back to my Harry Potter example: Because the books and movies are, generally speaking, targeted toward children, the release of each during the summer months will mean that kids, free from school obligations, will have more time to devote to the series.

Despite diligent planning, unexpected events or circumstances can arise – throwing your scheduled efforts to the wind. Being flexible and able to respond or adjust to these changes in a timely manner can create additional opportunities to reach your audience. In the same vein, it’s not enough to respond to developing issues. You need to act quickly or another organization may gain the spotlight instead.

While timing may not be quite as difficult as, say, defeating the world’s most powerful and dangerous wizard, it can be a tricky art to master. Timed correctly, your news will get the coverage and attenuation you have planned. However, if you miss your window of opportunity, expect your message to vanish in a fog.

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