As I approach day eight without power after Hurricane Ike’s winds reached the Ohio Valley last Sunday, Sept. 14, 2008, I have gained a much greater appreciation for my client’s technical products (e.g., uninterruptible power supplies for the data center). I have also seen the importance of continuity and timeliness – in both service and communication.

But continuity and timeliness are extremely important in not just everyday home life but also in the business world, specifically in public relations. Continuous public relations efforts will help prospective audiences “see the light” by:

1. Strengthening the reputation of the company you represent – Establishing the organization as an expert in its field, give a better understanding of the services and products offered.
2. Providing support for sales efforts – Continually promoting company products and services will aid in developing sales leads.

And, of course, timeliness. You need to strike while the iron is hot. If there is a significant development or an important success that is of general interest, promote it now.

Back to the homefront… When continuity and timeliness have failed, I believe another important asset needed in times of crises is creativity. We don’t just need candles, oil lamps, flashlights, grills, ice, coolers, etc. How about uninterruptible alternative power sources for homes that keep all the essential equipment functioning? You know… TELEVISIONS, DVD players, curling irons, blow dryers and electric toothbrushes. Yeah… now we’re talking.