Cease and Seize in the PR World

By: Karem Maldonado

Last week, we highlighted the difference between “cease” and “seize” — their pronunciations are similar, but the spelling and meaning differ significantly. Today, we are seizing the opportunity to examine what “cease” and “seize” mean in the public relations world.

Cease is to bring or come to an end. For example, in the PR industry it is not uncommon to advise clients to cease certain activities. Whether that is to cease the use of social media, (especially for high-profile clients who post mindlessly without thinking of potential consequences to their image), or cease public appearances in the midst of lawsuits or related crises.

In other circumstances, a good PR agent will advise to cease the manufacture of defective goods or to recall certain products. Although a client may see this advice as a loss in earnings, an effective PR pro understands that maintaining a good brand image can come at a cost in some instances. One example of this was the ibuprofen crisis that shook Tylenol in 1982 — it killed at least 7 people, and eventually changed the way people purchase over-the-counter medication. The company recalled over 31 million bottles of Tylenol and had an active role in issuing mass communications to stop consumers from taking their products. Tylenol used the right PR techniques and was able to rebound from the crisis, they went on to develop tamper-proof packaging, featuring the foil seals we see to this day.

Seize means to take hold of something — or someone — suddenly and forcibly. It could also mean to take — an opportunity or initiative — eagerly and decisively. In PR, you have to be able to seize a moment, a trend, an opportunity, at the right time and decisively. Sometimes, that means going off script, deviating from your calendar to focus on a pressing matter.

Every day — and every challenge — presents an opportunity to learn and grow, and seasoned PR professionals instinctively understand how to add value to any conversation. One moment that stood out to me last week was a comment from Toni Harrison, our founder and CEO. When I asked about scheduling a trending topic for a future date, she thoughtfully remarked, “Opportunities often arise when you least expect them.” This insight perfectly captures the essence of staying nimble in PR: not everything needs to be meticulously planned. Instead, success often lies in embracing the unpredictability of trends and opportunities as they arise.

Although we used PR examples here, the proper use of these words can be applied in a multitude of scenarios. Cease the misuse of ‘cease’ and ‘seize,’ and take a moment to understand their meanings. By doing so, you can seize the moment to use them correctly.