The Truth About PR Momentum: Why the Best Stories Take Time

In PR, we often talk about momentum — that steady, strategic hum that keeps the press machine running. But what we should talk about more is how long it takes to build that momentum and land the kind of coverage that truly moves the needle.

Every publicist knows the challenge well: balancing clients’ understandable need for quick results with the reality that great stories don’t happen on command. The most impactful press takes time, trust, and thoughtful storytelling — and this recent feature in Woman’s Day is the perfect example.

The incomparable Meaghan Murphy, editor-in-chief of Woman’s Day, spent six full months using our client’s product, skinade® Better Skin From Within, before writing her in-depth, first-person feature. During that time, she didn’t just test it — she became a genuine advocate. She mentioned Skinade in print, shared it across her own channels, and organically built belief in the brand long before the feature ever ran.

Read the full article in Woman’s Day here.

This is the heart of great PR: you can’t rush credibility. The best stories take time to unfold, and even when results aren’t immediately visible, real work is happening behind the scenes — nurturing relationships, crafting narratives, and setting the stage for moments like these.

The key is to trust the process while keeping the momentum alive through smart, short-term wins and proactive client communication that builds confidence every step of the way.

Because moments like this — when a trusted voice tells your story with genuine belief — don’t happen by chance.

They happen by design.