This has been a helluva week. Regardless of your political leanings, we were all surprised by the results of the American presidential election (thanks, pollsters).

Many of us were up way past our bedtimes on Tuesday, and on Wednesday, everyone I know was in shock, one way or the other. So I was surprised to see this boosted post on Facebook:


Whoever runs Craig Johnson’s Facebook page had been boosting these posts—with “Longmire for President” gear—for a few weeks. Which was smart.

Continuing these boosts past Tuesday morning was not.

So it occurred to me that it’s time for a reminder: When we experience a national event, you need to pause your marketing. I always and still use as an example the young woman who was working for a PR agency on September 11, 2001. (And before anyone gets offended, I’m not saying the election was the same kind of event, but it was as significant to much of the US and global population.) This woman decided to integrate the day’s events into a pitch she was sending to media on behalf of her client, a financial services company, starting said pitch with a line to the effect of, “Since we all need some good news today, let me tell you about my client!”

She was fired. The company no longer exists.

I’m a big fan of planning promotions. When doing so, it’s important to pay attention to the World Events Calendar. Know what’s going on, for Pete’s sake! And always—ALWAYS—have a kill switch. If you’re advertising/promoting online and you ad shows up in the midst of discussion of a mass shooting, you’re not going to win any fans.

Be well, folks.