We’ve all had that moment when watching someone being interviewed on BBC Breakfast, or you hear their voice on a top-tier podcast like Diary of a CEO, and you think, ‘How did they get there?’ 

It’s tempting to believe that these opportunities just happen. That someone spotted their brilliance and handed them a mic. But the reality is that that moment is the tip of the iceberg. What you’re seeing is almost certainly the result of years and years of strategic PR groundwork. 

Big PR doesn’t happen in isolation. It’s built on a foundation of visibility, credibility, and consistency. And if you’re hoping for your own ‘big moment,’ it’s time to start thinking about the steps that come before that.  

Big PR is never just big PR 

When we talk about ‘big PR,’ we’re talking about the kind of exposure that reaches huge audiences; national TV, major podcasts, top-tier publications. But those platforms don’t take chances. They don’t book guests or feature stories based on a hunch. They look for people who’ve already shown up, spoken out, and built trust in their space. 

Just like those viral post influencers who sky rocketed to fame had actually been posting content for years, big PR moments are possible because of all the smaller pieces coming together.  

That means: 

• Being quoted in relevant trade publications 

• Having written thought leadership pieces 

• Having built relationships with journalists 

• Having shown up consistently on social media 

• Having shared your expertise in ways that are useful and engaging 

These smaller, strategic moves are what make the bigger ones possible. 

Building a publicity trail 

Think of PR a bit like a trail of breadcrumbs. Each piece of coverage, each blog post, each expert comment is a breadcrumb that leads people to you. When a journalist is researching a topic, they’re looking for someone who’s already visible. When a podcast producer is scouting guests, they want someone who’s already proven they can speak with clarity and authority. 

If you haven’t laid that trail, it’s so much harder to be found. 

The myth of being in the right place at the right time

Yes, timing matters. But being in the right place at the right time only works if you’ve already done the work to be ready when the moment arrives. That ‘lucky break’ is usually the result of being consistently visible and credible.  

Preparation looks like: 

• Having a clear message and point of view 

• Being media-ready (yes, that includes knowing how to speak in soundbites!) 

• Building a portfolio of coverage that shows you’re trusted and relevant 

The spotlight isn’t the start – it’s the result 

The next time you see someone on a big platform, remember they didn’t just arrive there. They built their way there.  

Big PR moments are exciting, but they’re not magic. They’re the result of considered, strategic, consistent work. And it all starts with laying a solid foundation.