One of the most common questions I hear from founders is: “Are we ready for PR?” It’s a smart question—because timing matters.
Over the years, I’ve met with hundreds of startups and growth-stage companies. Some are primed for press, with clear stories and solid traction. Others still need to do some foundational work before PR can really make an impact.
The truth is, PR is not a one-size-fits-all solution. But when it’s the right time, it can amplify your message, elevate your brand, and open doors that marketing alone simply can’t.
So—how do you know you’re ready? Here are the signs we look for when evaluating whether a company is ready to engage PR:
1. You’ve Hit a Meaningful Milestone
Whether it’s closing a funding round, reaching a major user benchmark, launching a new product, or entering a new market, milestones give reporters a reason to pay attention. News needs to be…well, news.
If your company is hitting a public-facing moment that reflects momentum or growth, that’s often a great time to bring PR into the mix.
2. You Have a Strong, Differentiated Story
PR is driven by narrative. If you can clearly articulate what you do, why it matters, and why now, you’re in a strong position to get media traction.
Founders who can connect their product or mission to a broader trend, shift, or problem in the market tend to stand out. Reporters are looking for stories that go beyond features—they’re looking for relevance.
3. You’re Ready to Be a Thought Leader
If you or someone on your team has a strong point of view about your industry—and you’re ready to share it—PR can help position you as a credible voice in the space.
Media coverage doesn’t just spotlight companies; it elevates the people behind them. If you’re prepared to speak publicly, comment on trends, or contribute insights, you’re likely ready to build a profile that goes beyond the brand.
4. You Want to Build Long-Term Brand Equity
If your goal is to build awareness, trust, and reputation over time, PR can be a smart strategic investment. It’s not a quick-fix for sales, but it is one of the most effective ways to earn credibility with investors, partners, and customers alike.
We often say: PR is a marathon, not a sprint. If you’re playing the long game, you’re in the right mindset to make PR work for you.
5. You Have the Bandwidth to Engage
PR is a collaborative process. Your PR team will need access to your leadership, your metrics, your product roadmap, and your voice. If you have internal alignment and the capacity to participate—through interviews, content, or timely approvals—PR will move faster and hit harder.
Bonus: You Know Why You Want PR
Perhaps the most important indicator is clarity on your objectives. Are you looking to:
Raise visibility ahead of fundraising?
Attract talent or partnerships?
Stand out in a crowded market?
Shift perception or own a category?
When you know what success looks like, PR becomes a powerful strategic lever—not just a nice-to-have.
If you see your company in these green lights, chances are—you’re ready for PR.
And if you’re still unsure, that’s okay. At AMP PR, we’ve advised hundreds of founders through this very decision. Sometimes the answer is yes, let’s go. Other times, the smartest move is not yet—but here’s how to get ready.
Knowing the difference can make all the difference.
If you’re thinking about PR, let’s talk. We’re always happy to help you make a confident, well-timed move into the public spotlight.
Warmly,
Cara Milan Harbor
Principal, AMP PR
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