PR is a force multiplier, not a foundation. It amplifies what already exists. A startup without a clear story, a differentiated product, or a reason for journalists to care won't get meaningful results — regardless of how good the agency is.
Before You Hire
Before you hire, you need: A distinct point of view. Something to announce or prove. Internal bandwidth to support it — PR requires founder time for briefings, interviews, and approvals.
The Right Moments to Bring in a PR Agency
Raising a Significant Round
When you're closing a Series A or above, PR becomes a strategic asset. Coverage signals momentum to future investors, attracts talent, and puts you on the map. The announcement window is narrow — a good firm maximizes it.
Entering a Competitive Category
When your space is getting hot and competitors are getting coverage you're not, silence is a strategic loss. Journalists and analysts are forming views about who matters. If you're not in those conversations, you don't exist in them.
Pre-IPO or Preparing for Acquisition
The coverage record during the 12–24 months before a major milestone matters. You can't build it after the fact.
When Your Category Needs to Be Created or Defined
Some startups aren't competing in an established category — they're creating one. That requires consistent, sophisticated narrative work.
After Product-Market Fit, Before Aggressive Growth
You have a real story, you understand your customer, and coverage can feed the growth engine rather than racing ahead of it.
When You Should Wait
Pre-product-market fit. When you can't commit founder time. When you need sales, not brand. When you have nothing to say.
The Real Test
If we get five good pieces of coverage this quarter, what changes? If the honest answer is "not much," it's too early.
