My March article for "Succeeding in Small Business", You could say "it's all in the timing".
https://www.succeedinginsmallbusiness.com/public-relations-marketing-lessons-to-learn-about-timing/?fbclid=IwAR2WBrTHu89FuN-JEMHYausfXskaI4VZ5mYrvPT0XAaGLSJvfsAYpE9iuXA#.XJjotyMrJaV
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