The cheap version and the good version
- A stunt is built for a day of news, usually hooked onto something in culture. The cheapest kind copies someone else's big moment with nothing of your own in it.
- The PR founder who ran Huel's launch gives the example of a supermarket putting on a runway show in an aisle right after a big fashion show. She calls that the lowest common denominator of stunts.
- The good version makes sense without an explanation, and it says the thing your brand already stands for.
- Bold doesn't have to mean a gimmick or an event. It can be a strong, clear position on the news that a reporter can quote.
“Addison Lee tweeted minutes after the announcement was made, "@Uber you okay, hun?”
Secret Leaders podcast, March 2025
- Her point: the joke wasn't the strategy. Addison Lee had doubled down on one message, trust, the way Volvo owns safety, and the tweet fit it.
Three rules we follow
- Move fast on a moment you didn't pay for. When Magnus Carlsen quit a world championship over his jeans, the press around the world covered it, and the only brand that used it was G-Star, his own denim partner, eight months later.
- Build something people can join, not just watch. A run, a challenge, a box they can open on camera.
- Hand the moment to creators, each with their own code. The press covers the moment once. The creators keep it in front of your buyers, and the codes show you who sold.
- Tie it into the rest of your marketing. A good PR campaign has to work with everything else you run, the PR founder says.
Moments on our list
We keep a dated list of 53 moments a brand could be part of: races, award shows, game releases and news stories, each with the page it came from. Diplo's Run Club had a San Francisco stop on it, October 18, 2026. A few coming up:
| Moment | Date | Where |
|---|---|---|
| Grand Theft Auto VI release | November 19, 2026 | Worldwide |
| The Game Awards 2026 | December 10, 2026 | Los Angeles |
| 69th Annual Grammy Awards | February 7, 2027 | Los Angeles |
| Super Bowl LXI | February 14, 2027 | Inglewood |
| 99th Academy Awards | March 14, 2027 | Los Angeles |
- Check the sponsor page before you plan anything, in case someone already owns the moment.
Source: Our own list, pr_moments, read 2026-10-30
How we'd use one for your launch
- In the free audit we look at which of these moments your buyers already watch, and which creators make videos about them.
- Then we plan one moment around your launch, and the creators who carry it. For the bigger picture, read what influencer PR is.