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MenuI always say that three things need to be true before paying for PR:
1) That your product is 'ready for an audience' - i.e.: it's gone through at least one preliminary beta period and a strong group of your audience has agreed it has changed the way they do business, live their lives, or their perspective.
2) That you're funded or generating a profit - i.e.: it's responsible to spend money on outside consultants. Until then, a bit of WOM marketing, user acquisition growth hacking (pardon the cliché) or PPC should do the trick.
3) That you know your story inside and out. Why is your startup, product or service a NOW idea? Why are YOU the person to be executing? The media will only truly care about a product or service that has a backstory, a mission, a mandate. Keep in mind that the story might have several variations to please a variety of audiences, but that the story should always be authentic.
If the above three (3) items are true, it may be time to start paying for some PR.
A good PR agency or consultant will help translate your story (your why) into tangible media wins. They'll also extend your productivity consistently and enable you to focus on whats most important at the early stages: your product (or service) and your customer.
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