By Wildfire PR
When is the right time to hire a PR agency? The answer, of course, is it depends.
Most startup founders don’t even consider it until they’ve got “big” news: a funding round, a product launch, a major hire. Some get a nudge from investors (“Shouldn’t you be doing PR?”), others only start Googling agencies when a competitor shows up in TechCrunch.
Then there are the ones who get it early. Those who understand that PR can create momentum, not just amplify it. That it can attract investors, customers, and talent long before your Series A.
One thing we know for sure: If you’re waiting for headline-worthy news to start PR, you’re missing a trick. You don’t need a front-page moment, you just need a story worth telling.
Here’s how to know if you’re actually ready (and when it makes sense to wait).
When to hire a PR agency
We’ve said it before and we’ll say it again. You don’t need a glossy sales deck or a big VC announcement to get going with PR. What you do need is a clear goal and a story to tell, even if that story’s still unfolding.
You’re probably ready for a PR agency if:
- You’re in a competitive space and need to carve out your niche early
- You’ve got a mission or insight worth talking about but no time to craft it into a media-ready narrative
- You’re fundraising (or about to) and want to boost credibility
- You want to attract top talent or partners, not just customers
- You’ve tried the DIY route and hit a wall with journalists
A good PR agency isn’t waiting for you to hand them news on a plate. They’ll work with you to build that narrative, find angles you haven’t spotted, and pitch it to the right people in the right way.
Remember, you’re not just buying media coverage, you’re investing in long-term reputation.
When not to hire a PR agency
PR is powerful but sadly it’s not magic.
Hold off on hiring if:
- You’re still figuring out your product-market fit or pivoting regularly
- Your messaging is fuzzy or vague
- You’re hoping PR will generate instant leads
- You don’t have time to collaborate (PR is not ‘set and forget’––you’ll need to be involved)
- You see it as a one-off “campaign” rather than part of a bigger growth strategy
PR isn’t something you outsource and forget about. It works best when founders treat it as a long-term relationship rather than a one-off purchase.
If you’re not quite ready, it’s no problem. Start by building your voice on LinkedIn. Share your story. Follow and engage with journalists in your space. You’ll be surprised what that momentum can build.
Want to know more?
If you’ve got a story to tell but don’t know where to start, that’s where we come in.
At Wildfire, we help ambitious tech businesses shape their narrative, punch above their weight, and show up where it matters. No jargon. No fluff. Just bold thinking and standout results.
About Wildfire
They’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Their ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results.
If you would like to get in touch with Wildfire PR and claim a free consultation or PR audit, get in touch today or email ec@wildfirepr.com.