Just when we think the news cycle can’t get any wilder, it does. Before the election kicked into high gear, we navigated round-the-clock requests surrounding a presidential trade mission and a Senate hearing for our PR clients. Both on short notice. Which begs the question . . .

Will you be ready when your moment comes?

If you’re hoping to get media coverage of a big product launch or funding, don’t assume that putting out your first press release will do the trick. It takes weeks of planning, writing, getting approvals from investors and partners, pitching reporters under embargo, or securing an exclusive.

Have a product that makes a great gift for the holidays? Guess what, editors start working on holiday gift guides in July. The window for getting coverage ends in October, weeks ahead of Black Friday, Cyber Monday, and Giving Tuesday.

Build up your credibility before you need it

Reporters don’t immediately respond to a cold pitch from a company they haven’t heard from before. It takes months of laying the groundwork and responding to stories that are actively being written to become a go-to when breaking news hits.

This has especially been the case across the industries that are impacted by real-time regulation around AI, healthcare, and climate initiatives—and we established experts from companies in these industries as reliable sources for journalists months before news broke.

When a news producer searches online for an industry expert to come on-air and help make sense of what’s changing in the world around us, will they find you? This actually happened to us once, thanks to a press release that had been published one year earlier.

Technology has made it easier than ever to build up your awareness as an expert for journalists to connect with well before your time comes.

As we head into the second half of the year, make sure you’re well positioned for your moment.

Amy Jackson is founder and CEO of TaleSplash.