Starting a company is an exciting yet scary time. One of the critical decisions you have to make is knowing when your company is ready to start its initial media outreach. If you jump too soon, you will likely end up not getting any media coverage. Even worse, you might get unfavorable coverage, which could be hard to recover from.
Here are five criteria your startup should meet before you are ready to take the plunge:
- You have a working product that is available or coming soon. It is a risky move to announce a product when it is still in the idea or Beta phase. Make sure your product is reliable, functional, and useful before considering a launch. Waiting until your product is ready for market will result in a bigger splash.
- You have developed a narrative. Being able to explain what makes your company excellent is the first step toward developing a comprehensive narrative, and it is a key component of a company’s PR strategy. A PR firm can help you fine-tune your messaging and develop it into a comprehensive story arc.
- You have the money. PR does not happen overnight. You will need to make a consistent long-term investment in order to see results. You should have enough money to hire a PR firm for at least a few months.
- You have realistic expectations. Not seeing results can be frustrating for some. Before investing in PR, make sure you understand that it usually does not have an immediate return on investment. Most firms will track metrics to ensure they’re on the right path toward hitting your goal.
- You are willing to make the time. Your PR team needs your help developing key messages and angles that accurately reflect your business. Designated someone to manage outsourced PR, and be sure they are prepared to participate in weekly phone calls and daily email conversations in order to keep things moving.