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I am, by birth, an Alabama Crimson Tide fan. You can imagine how happy I am being a follower of the BCS National Championship team … again! Monday night’s rout of the Irish not only solidified the Tide as the number one team in the nation but has enhanced the “Is Nick Saban on his way to being the best coach in the history of college football?” argument – whether or not you play into it (and no disrespect to Paul “Bear” Bryant intended at all here).

The surprise of the night however was not the Tide’s utter and complete offensive and defensive domination on the field; Eddie Lacy’s ridiculous runs; or even the almost passing perfection of quarterback AJ McCarron. No, the surprise of the night was Katherine Webb, the reigning “Miss Alabama” – the beautiful, 23-year-old girlfriend of the aforementioned McCarron.

After the game became less than entertaining, ESPN cameras panned to the beauty in the stands … and the exclamations of her lovely looks by sports commentator Brent Musburger led to conversations on Twitter that no one preparing for the game ever would have anticipated would be associated with the National Championship. Since Monday night, Webb has gotten over 100,000 additional Twitter followers, has shot to the top of Google trends and has been featured on news stories across the nation. Pro sports athletes have asked her out and Donald Trump has offered her a job as a pageant judge – and all of this in an INSTANT!

That is the underlying premise of our culture – a culture which we as PR practitioners are consistently targeting with campaigns and messaging. Our culture is, now more than ever, a “right now” monster. It doesn’t take months to create news. Ms. Webb’s instant success is yet another example of the instantaneous nature of society and social media, and no matter the PR professionals or in what industry he or she specializes, this Alabama-born beauty should remind us that all it takes is one moment to build a brand, create a buzz and influence thousands.

Roll Tide, Miss Alabama, indeed.