Here’s a truth we’ve seen over and over again in this business:
80% of our time is spent working on deliberate, strategic campaigns—carefully crafting stories that align with our clients’ biggest goals.
But when we look back at the year? 80% of the results came from something else entirely. Not the planned stories. Not the launch moments. Not the messaging documents, product rollouts, or press releases.
The real impact came from the unexpected. From the moments when the world shifted—and we knew exactly how to move.
Most of our day-to-day work is deeply intentional: helping a company launch, break into a new market, attract a government contract, or show up on the radar of top-tier VCs. These stories are critical. They’re the foundation of long-term brand building. But the reality of media is this: what reporters care about can change overnight.
And when it does, the smartest thing we can do is pivot—fast.
During COVID, we saw it happen in real time. Every reporter—no matter their beat—was suddenly redirected. Real estate writers were asked to explain lockdowns’ impact on commercial spaces. Tech reporters had to cover the remote work boom. Policy writers dove into healthcare, labor, and education.
That moment rewired the media cycle, and it separated the firms that “pitch stories” from the ones that know how to ride a wave.
We quickly repositioned our clients—regardless of their original comms roadmap—so they could contribute meaningfully to what the media actually needed. AI companies became central voices in managing volatility and uncertainty. Tech platforms built for everyday business became remote work enablers. Logistics startups became experts in the future of supply chains.
It wasn’t about spinning a new story out of thin air. It was about connecting our clients’ existing strengths to the current moment—and doing it better and faster than anyone else.
We’re seeing it again right now with the newly announced Trump tariffs.
Virtually overnight, the media conversation shifted. Reporters are now scrambling to understand what this means for:
This is where we thrive.
We’ve helped our clients insert themselves into this story—not because they were planning a campaign about trade policy, but because they’re deeply relevant to the questions being asked. U.S.-based manufacturers, next-gen factory systems, energy-efficient hardware makers—they’re now part of a national conversation that didn’t even exist a month ago.
Same goes for the post-election period late last year. As results came in and power dynamics shifted in D.C., we quickly repositioned clients to speak to:
These were moments no one could schedule or script—but when they happened, we were ready. And because we acted quickly and strategically, our clients ended up quoted in stories that mattered way more than anything we had originally planned for Q4.
Anyone can pitch a product.
Anyone can write a launch press release.
Anyone can say they “have media relationships.”
What separates great PR from the rest is the ability to spot a cultural moment, connect the dots in real time, and get a client’s voice into the right conversation before it’s too late.
It’s part instinct, part speed, and part deep understanding of both the media and the client. And it’s often where the biggest results come from:
Those are the inflection points. And they rarely come from the stuff you can predict.
We’ll always spend 80% of our time focused on the planned stuff. That’s where trust is built. That’s how we stay aligned with what actually drives client growth.
But we never take our eye off the current.
Because when the wave hits, we’re ready.
We know how to ride it.
And when we do that well, our clients don’t just show up in the media. They own the moment.
