When to Start PR (And the Money Talk Nobody Wants to Have)
TL;DR The brands that succeed with PR are the ones that start early when they’re actually ready, not just when they think they should. They understand the investment, commit to the timeline, and show up consistently to tell their story in a way that resonates.
If you’re ready to invest in PR, make sure you do so for the right reasons and at the right time. Because when it works, it doesn’t just get you coverage. It gets you credibility, trust, and a community that believes in what you’re building.
Remember, PR isn’t magic (though it would be cool if it were). It’s understanding people, cultural moments, the power of narratives, and the media landscape, and using all of that to position something in a way that makes people believe in it.
When to Start PR (And the Money Talk Nobody Wants to Have)
The brands that succeed with PR start early — when they're actually ready, not just when they think they should be. They understand the investment, commit to the timeline, and show up consistently. When it works, it doesn't just get you coverage. It gets you credibility, trust, and a community that believes in what you're building.
So when is the right time?
The short answer: once your product and website are live, you can start PR. But before you hire anyone or pitch a single journalist, there are three questions worth sitting with.
Are you done being the one to tell your story?
You have a finite window where you, the founder, can tell it yourself — and people want to hear from you. Own that for as long as you can. Once you hand your narrative to an agency or the media gets hold of it, you lose some control. In the beginning, it's all yours. Use it.
What about your story is actually compelling to the media?
What makes you different? What problem are you solving that nobody else is? Why should anyone care? If you can't answer those questions clearly, you're not ready yet. Established brands have to keep reinventing themselves to stay interesting. You don't — you're new. That's an asset, but only if you know how to use it.
Do you have the budget to sustain it?
Not for three months. Not for six. Nine months minimum before you'll see real, meaningful results. The first 60 days of any PR engagement are groundwork — messaging, relationships, positioning. The 24-hour news cycle killed confirmed pub dates. Getting from pitch to published takes time, and building trust with journalists takes longer.
The money talk nobody wants to have
Don't invest in PR until you're okay losing $75k. Before you close this tab — that's not because you will lose it. It's because if you can't stomach that risk, the timeline pressure will undermine the whole thing. PR works, but it doesn't work fast, and panic kills momentum.
What it can do when it's working: one brand shared that they saw a 23% year-over-year sales lift after signing with us, with 44% of their sales coming directly through earned media efforts. When you have numbers like that, PR stops being a marketing line item and becomes a direct sales channel.
What to do when you're not ready yet
Not ready for a full agency retainer doesn't mean do nothing. Work with freelance writers, niche publications, and like-minded brands to build awareness. Develop your personal brand as a founder — be relatable, share the stories from the trenches. Brag about your milestones: a million meals sold, a seed round closed, a waitlist that surprised you. Share what you know through thought leadership, self-authored columns, and industry commentary.
The first wins with Little Spoon were in places like Scary Mommy, The Bump, and What to Expect — smaller, but deeply engaged audiences that validated the brand and caught the attention of bigger players. That credibility is what eventually got them into the Wall Street Journal and Inc.
When you do have something major to announce, you want to already be part of the conversation. Not coming out of nowhere.