How to Turn Viral Trends into PR Opportunities

How to Spot PR Opportunities in Trends (Before Everyone Else Does)

Ever seen someone land a juicy media feature and thought, “I could’ve talked about that!”

You’re not alone. Journalists love fresh expert commentary on the stories everyone’s already talking about, but by the time most people notice a trend, it’s too late.

The secret isn’t chasing stories. It’s learning to spot the trends before they peak, and having your expert take ready to go when they do.

Here’s how to turn everyday trends into press opportunities without needing insider media connections or fancy PR software.

1. What Counts as a ‘Trend’?

Trends aren’t just viral dances or hashtag challenges. In PR terms, a trend is any topic, conversation, or shift that’s getting traction in the news or online.

That could include:

• A new government policy or workplace law

• A viral video or social media moment

• A cultural shift (e.g. midlife women reclaiming identity, quiet quitting)

• A seasonal spike (e.g. January burnout, summer body pressure, Blue Monday)

• Fresh data or research everyone’s quoting

If people are talking about it, and it links to your area of expertise, you’ve got a potential story.

Pro tip: A trend becomes PR gold when you can answer the journalist’s unspoken question: “Why does this matter, and who can help me explain it?”

2. Where to Find Trends Before They Peak

If you’re only noticing a story once it hits the front page, you’re too late. The good news? The signs are everywhere before that happens.

Here are a few of my favourite tools and sources:

• Google News + Alerts: Track your industry keywords for early mentions.

• X (Twitter): Journalists live here. Watch what they’re asking about.

• TikTok search bar: Type your topic and filter by “this week” - you’ll spot cultural shifts fast.

• Reddit & Quora: See what people are really thinking and struggling with.

• Google Trends and Exploding Topics: Great for data-driven validation.

• Newsletters & media hubs: The Media Leader, PR Week, or niche industry updates often flag new conversations before the mainstream press does.

The trick isn’t to monitor everything - it’s to pick two or three reliable sources and check them regularly.

3. How to Turn a Trend Into a Pitch

Once you spot a trend that connects with your expertise, it’s time to angle it.
Here’s a simple 3-step process:

1. Spot the link. What does this trend mean for your audience or clients?

2. Add your take. Offer data, a professional observation, or a lived-experience insight.

3. Pitch with purpose. A sharp subject line, a short quote-ready comment, and your credibility in one sentence.

Example:

Trend: “Workplace burnout is on the rise again.”
Pitch: “Burnout crisis deepens: business coach on why boundaries fail when culture doesn’t change.”

4. The Golden Hour of Newsjacking

Timing matters. When a story breaks, journalists have hours, not days, to file copy.

If you can respond within 2-4 hours of a story going live, you’re far more likely to get picked up.

Keep a mini “PR kit” ready so you can move fast:

• A 2-line bio (your name, title, and specialism)

• A professional photo

• A few ready-to-use quotes on your core topics

Think of it as “prepared spontaneity” - you’re not guessing, you’re ready to respond.

5. Example: The “Owl Arm” or “Bird on Arm” TikTok Trend

If you’ve been on TikTok recently, you’ve probably seen the Owl Arm (or Bird on Arm) trend - the one where people mimic the “Meowl” meme by pretending to perch like a bird on someone’s arm. It’s delightfully bizarre, endlessly shareable, and all over social media right now, especially among younger users.

The challenge involves one person holding out their arm while another “balances” on it using clever positioning, often set to the sped-up version of New Soul by Yael Naim.

On the surface, it’s just another silly internet moment - but for experts and commentators, it’s also an opportunity to tap into a conversation about online behaviour, youth culture, and social dynamics.

Here’s how different types of experts could use it to grab media attention:

• A psychologist or digital behaviour expert could comment on why we love harmless absurdity online, and how trends like this offer escapism from heavy news cycles.

Example comment: “Silly, low-stakes trends like the ‘Bird on Arm’ challenge act as social glue - they let people join in on something joyful, even when the world feels uncertain.”

• A marketing or social media strategist could talk about how and why certain memes go viral - especially visual ones that are easy to replicate and remix.

Example comment: “The ‘Owl Arm’ trend works because it’s instantly recognisable and requires no context and that’s gold for virality. It’s a reminder that simplicity often wins on social.”

• A youth culture or parenting expert could explore why young people connect through humour instead of serious content.

Example comment: “Trends like this show how teens build belonging online through creativity, not conversation. It’s their way of saying, ‘I’m part of this moment too.’”

Even if your area isn’t psychology or marketing, the principle stands: if a trend reflects something about human behaviour, community, or culture, there’s probably a media angle hiding in it.

6. Real-World Example of a Trend-Based Pitch That Worked

When the “We Do Not Care Club” movement went viral, a midlife coach I worked with offered insight on why women in their 40s and 50s were rejecting hustle culture.

Her comment got picked up by multiple outlets - not because she was loud, but because she was timely, relevant, and emotionally intelligent.

Trends move quickly, but when you bring depth to them, you stand out.

7. Final Thoughts: Be Curious, Not Perfect

Trend-spotting is like flexing a new muscle... the more you practice, the easier it becomes.

Don’t wait to feel 100% ready. Journalists don’t want polished robots; they want real people with interesting takes.

The goal isn’t to chase every story but rather to add meaning to the ones that align with your expertise.

And if you’d love help spotting these opportunities, my Inner Circle membership shares weekly media trends and press hooks you can use to pitch yourself even if you’ve never worked with the press before.