Why Most Founders Aren’t Ready for PR (And How to Know If You Are)
“PR didn’t fail. You just weren’t ready.”
I hear this all the time, especially when discussing PR for startups. Founders come to me frustrated because their last agency didn't get them on the Today Show in week one. But here is the hard truth: often, the strategy wasn't broken. The timing was. If you are asking yourself, "Is my company ready for PR?" you need to understand that PR is not a magic wand for a broken foundation, and it requires real participation from the founder.
The Biggest Misconception About PR Timing
The biggest misconception people have about when to hire a PR agency is thinking it will act like performance marketing with an immediate ROI. It won't. We are not a performance marketing agency; we do legacy marketing. PR is a long-term game. People often think PR is just luck or guaranteed, but it actually requires creativity, data, and active participation from the CEO or founder to build true visibility, credibility, and market positioning.
5 Signs You’re Not Ready
If you are still wondering if this is the right move, especially when looking at PR for startups, here are 5 signs that you need to hold off:
You don't have the time. If you aren't willing to spend 1 to 5 hours a week working with the PR team to collaborate on creative ideas and prep for interviews, you aren't ready.
You are slow to respond. The media moves fast. If you can't respond to your PR person quickly, you will miss out on a lot of opportunities.
You don't want to invest. So many founders tell me their big dreams, but when they hear the minimum investment, they ask for a cheaper option or a "scholarship." You have to invest time, money, and resources to see a real ROI in your business.
You have no vocal advocates. If you don't have customers who are actually willing to speak to the press about your brand, you aren't ready to leverage your credibility.
You don't trust the experts. If you don't think PR will work or you aren't willing to let us do our job, the strategy will fail. Honestly, half of our job is just convincing people to see us as the experts and let us work.
5 Signs You Are Ready
On the flip side, how do you know if the answer to "Is my company ready for PR?" is yes?
You want to be the absolute best in your industry.
You want better SEO and a stronger digital footprint.
You are ready to stand out as a true thought leader.
You need the extra capacity of people to help you build and share your mission.
You are actively trying to grow and scale.
What to Do Before Hiring PR
Before deciding exactly when to hire a PR agency, you have to get your head right. You have to get into an abundance mindset. This process requires a lot of vulnerability. Trusting the strategy of PR for startups and scaling your business means you have to commit to a non-monetary investment and a true partnership mentality.
You need to trust the process. Results don’t come quickly or overnight, but the process will change everything. You have to understand the win (even if a targeted, small feature doesn't look like a New York Times article immediately) and keep an open mind. We hold your vision as purposefully as our own, but you have to be willing to get in the trenches with us.
How XL PR Evaluates Readiness
At XL PR, we don't take on just anyone. So if you are asking, "Is my company ready for PR?" or trying to figure out when to hire a PR agency, here is what we look for:
We partner with mission-driven, founder-led companies who have a unique founding story and a founder we can work closely with. We look for leaders who have a long-term growth mindset, have hit that $1 million revenue mark, have a desire to be the best, and are ready for a minimum $3,500 to $6,000 monthly starter budget.
If you are responsive, ready to trust the experts, and prepared to take up space, let's talk.
