How to think about timing in PR

Why does timing matter? It sounds so obvious doesn't it? But, once again, it's one of those things that often isn't considered enough. In major companies, there are banks of screens monitoring the public's real-time feelings about a brand in the marketing and PR department. It allows them to monitor what people are thinking and then react to it.  The importance of timing can be seen in a book written in the 1960's too.  I went to a play last night in London (UK). It was Aaron Sorkin's adaptation of To Kill a Mockingbird and that is a book that demonstrates the principles of timing perfectly.