In PR, one of the often overlooked weapons in the arsenal is the pause.

News is a multi-directional torrent these days.  We are showered by new things.  The temptation is always to be first with a thought, a reaction, an announcement.  Rebuttal in 21st Century life is characterised by near-instantaneous response.  Anything longer and the moment is lost.

But hang on.  Let’s spare a thought for the elegant deployment of a pause.

Yesterday, the world went crazy with news that Government cuts would see an end to BBC recipes online.  Twitter and every major news outlet gorged themselves on cream cakes of outrage, as though civilisation as we knew it had ended.

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We’d be faced with having to flick through an old Delia or a rummage through old seventies recipe cards.

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And then, just after 5pm, came this rather graceful exhale from the BBC press office.

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In PR, as in life, enjoy the main course and then take a little time before serving dessert.

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