Once you have selected the right media, choose the right time to make an announcement. The most dramatic example of timing occurred in the immediate wake of September 11. Anything unrelated to the events of the day, including meetings, conferences, and advertising, was cancelled. While an event of this magnitude is thankfully a rarity, communicators need to be aware of events both inside and outside the organization. You want to strive for people's maximum attention. This is much easier said than done. During times of crisis, announcements of management changes or responses to the crisis are very appropriate. But when you are announcing a new initiative, don't do it during the holidays, when people are thinking of family and social obligations.