Is this YOUR Defining Moment?
Business leaders usually feel defining moments before they name them. A raise closes, a launch is coming, a new market is opening up and there is that sense of “this could really change things.” In those moments it is natural to think, “We should probably think about PR.” The real question is whether this defining moment is the right one to anchor a PR investment, or whether it is smarter to wait.
Five questions for your next defining moment
When you feel a defining moment coming in 2026, run through these questions before you hire a firm. They will tell you if PR belongs in this moment or in the next one.
Do you know what you want this defining moment to change in your business over the next 12 to 18 months? Is it more of the right customers, or faster sales cycles? A stronger market position? If you cannot name the change, PR will not know what it is aiming at.
Do you know exactly who needs to see you differently because of this moment? A specific buyer, partner, investor or client, not “everyone.” Defining moments are powerful when they are pointed at a clear audience.
Are you willing, as a founder or leadership team, to be visible around this moment? Most defining‑moment PR hinges on your voice and point of view. If no one is willing to speak, write, or be on the record, you are asking PR to work with one hand tied.
Does your current marketing and sales setup know what to do with the attention this moment could bring? When people look you up, they must be able to understand what you do, who you serve and what to do next. A big splash around a defining moment that leads to a confusing website, mixed messaging or no follow‑up is a missed chance.
Are you financially and emotionally ready to commit to PR through at least one full arc of this defining moment - usually six months or more? Visibility that supports real business shifts builds over quarters, not weeks. If you only have the appetite for a one‑month “test,” it is probably not the right defining moment to anchor PR.
If you can say “yes” to most of these, your defining moment is a strong candidate for PR. If not, it might be a “not yet,” which is still a strategic answer.
What must be in place before a defining‑moment campaign?
You do not need a perfect brand to use a defining moment well. You do need some basics in place so PR can actually help.
A clear, simple story. One or two core messages about who you are, who you serve and why this moment matters. If your story shifts every time you tell it, PR will only amplify the wobble.
A website that does not undercut the moment. It does not have to be fancy. It does need to be current, credible and aligned with the story you want to tell reporters and buyers right now.
At least one active owned channel. A basic social presence, newsletter, or blog where your point of view already lives. Defining‑moment PR lands better when there is a trail showing you are real and active, not appearing from nowhere.
Proof points that support the story. Customers, outcomes, data, or even a few sharp case examples. Defining moments are easier to work with when there is something concrete behind them, not just a feeling.
If these pieces are not there yet, that’s okay. This year may be the right time to get these assets in order so that when the next tentpole event in your business happens, your business is primed and PR‑ready.
If your defining moment is “not yet”
Sometimes you feel a defining moment coming and, after a clear‑eyed look, realize it is not the one to anchor PR. That does not mean you misread the moment. It means your smartest move is to get ready for the next one.
If that is you, use this quarter to:
Tighten your brand story so that a stranger could repeat it back in one simple sentence.
Clean up the basics: website, LinkedIn or other key social channels, important landing pages and at least one owned channel where your voice shows up regularly.
Collect proof. Finish the case study, ask for the testimonial and track the outcomes that show your product, service or expertise is working. Those are the receipts that make defining‑moment PR land.
The next time a raise closes, a new location opens, or you decide you are finished being a best kept secret in your industry, you will be ready to treat that moment as a true defining moment for visibility, not just an internal milestone.
If you want a quick, honest read on where you are, run yourself through these questions, then share where you landed. If the answer is “wait six months and do these three things first,” that is often the most strategic way to make your 2026 defining moments count.