Why great comms land (and others sink without a trace)
Ever poured your heart into a campaign only to watch it flop? The message was strong, the design was slick, the approvals were a nightmare to get through… and then, silence. Crickets.
The problem probably wasn’t what you said. It was when you said it.
At KBPR, we’ve learned that in pensions, investments, and employee benefits, timing isn’t the finishing touch, it’s the make-or-break factor. Nail it, and people lean in. Miss it, and even your best work gets scrolled past.
Why timing matters (and not just to schedulers)
- Attention spans are fickle. Drop your story during a Budget announcement, Wimbledon final or a Bank Holiday heatwave? Forget it. Compete with fewer distractions, and suddenly you’ve got an audience.
- Context is everything. A message that reassures during market turbulence feels like leadership. The same line on a slow news day feels like filler.
- Trust builds over time. Turn up regularly, newsletters, updates or the odd quick post and your audience starts to expect you. Ghost them for six months and you’ll have to work twice as hard to win them back.
How to stop bad timing from killing good comms
- Don’t just hit “publish.” Ask yourself: is my audience even listening right now?
- Steal from the data. Analytics aren’t boring; they’re cheat sheets. Use them to learn when your people click, read, and respond.
- Ride the wave, don’t fight it. If regulation drops or the market wobbles, get your message in with the moment, not against it.
- Get into rhythm. Regular beats random every time. If you’re predictable, you’re trusted.
- Keep a finger on the pause button. What looked perfect yesterday might be tone-deaf today. Stay nimble.
Standing out is about when, not how loud
In pensions comms, shouting louder won’t help. Speaking smarter will. The brands that cut through aren’t the noisiest, they’re the ones that pop up at just the right moment, with just the right message.
The KBPR take
We’re in the business of making comms land, not drift. That means helping clients choose the right story, but also the right moment to tell it. Whether it’s guiding members through a tricky scheme update, launching a purpose-driven campaign, or getting you quoted in the press before the competition, we care about timing as much as tone.
👉 Want your message to land instead of sink? Let’s talk.
