Is there a right time for a startup to embrace public relations?
Does outreach to reporter and bloggers hinge on an event such as a product launch, financing, key hire, partnership or milestone?
While it’s good to have “news” for reporters and bloggers to write about, the best time for a startup to do PR is when the startup is ready. How is “ready” defined? It has a lot to do with a startup not only having a good story to tell but having a solid enough footing that is can handle the spotlight.
Here’s an example. A company may have launched a new product but it’s a little buggy, not completely baked, lacking a few key features, or lacks more than a handful of users. In this case, it makes sense for the startup to hold off on PR until the product has more time to develop and gain a little more traction.
Some people might suggest doing PR weeks or months after a product has launched doesn’t make much sense because the product is no longer new. But I would argue a startup has the right to decide when it “officially” wants to launch its product, and tell the world about it.
The bottom line is there’s no hard and fast rule that PR needs to happen at a certain juncture.
Instead, startups should pull the trigger on PR when the time is right…for them.