Time to be Professional.

Time.

It's either a Pink Floyd track, a news magazine or a BBC TV thriller.

Time is also a valuable commodity and people cherish it as much as ever. Living in a digital world has made it a lot easier to blur time and forget its importance.

Here's a very basic rule that still works:

When contacting or communicating with someone online for business (and radio is a business), take into account 'social hours'. 11pm on a Friday night is not a 'social hour'. Nor is any time over the weekend or after 7pm weekdays. Unless you have been given permission by the other person to message them.

Personally, I will never reply to a Facebook message or email on a Sunday. That's a rule of mine. You might have your own.

It's easy enough to stick to: If it's dark outside - don't message! If people are shopping in Garden Centres - don't message!

People who can hire you or help you need you to respect their time. It's really important that you do that.

Finally, if you DO message, don't be upset if no reply arrives until the other person is ready.

I received an email reply from Chris Maher CEO at Dublin City FM last week, which was perfect. His signature read: "Note: My working day may not be your working day. Please do not feel obliged to reply outside your normal working hours."

Perfect.