There comes a point in the growth of every company where visibility becomes a strategy, not just a byproduct.
You’ve raised capital. You’ve built something that solves a real problem. Your leadership team wants to be more publicly known. But the usual marketing levers, like content, social, and paid, aren’t getting you in the rooms that matter.
That’s usually when someone asks:
“Is it time to bring in a PR pro?”
Here’s how you know.
1. Your Story Deserves a Bigger Stage
You’re no longer trying to prove that your product works. You’re trying to prove your company matters.
That shift, from execution to influence, is a major signal. A recent found that 55% of B2B decision makers consider a brand’s thought leadership in their vetting process.
Maybe your CEO wants to be seen as a category leader. Maybe you need investors or partners to understand your vision. Maybe you’re trying to break into enterprise deals and need third-party credibility.
Whatever the driver, when your message needs to reach outside your owned channels, you’re in PR territory.
2. Content Isn’t Getting You Where You Want to Go
You’re publishing, posting, creating thought leadership, but it’s not moving the needle.
Good PR doesn’t replace content. It amplifies it by inserting your story into the outlets, conversations, and communities that your audience already trusts.
When your in-house team is doing great work, but no one outside your company seems to be noticing, that’s a sign it’s time to add a PR layer.
3. You’re Entering a Moment That Requires Message Control
Some inflection points are obvious: a funding round, product launch, or acquisition.
Others are less so: a shift in leadership, entering a regulated space, or responding to a competitor’s move.
In all of these moments, messaging matters. The cost of saying the wrong thing, or nothing at all, can be high. Take Cracker Barrel’s recent PR crisis that followed its sudden rebrand. According to Forbes, the brand endured a near $100 million loss in market value, which could have been avoided by a solid crisis communications plan.
A good PR professional doesn’t just help you “get the word out.” They help you build a foundation of trust with your audience and shape the narrative before it takes shape without you.
4. You’re Aiming for Media That Builds Real Credibility
There’s a big difference between publicity and press that actually moves markets.
According to research from Cision, 66% of B2B marketers now tie earned media to pipeline goals, and 50% tie it to revenue targets.
Most leaders don’t want clicks. They want the credible coverage that supports fundraising, attracts enterprise clients, or builds trust with regulators, analysts, and board members.
If you’re targeting publications like Forbes, TechCrunch, Axios, Bloomberg, or WSJ, you need to look beyond someone who can write a press release for someone who actually knows those systems from the inside.
PR done right earns trust. Not just attention. TechCrunch coverage has helped countless startups land venture funding, while Bloomberg or WSJ features often get cited directly in investor decks.
5. You Don’t Need an Army. You Need a Specialist
Many companies hesitate to bring in PR because they assume it means hiring a giant agency with bloated teams and long ramp-up times.
That’s outdated thinking. Today, many of the best PR operators are specialized firms that offer senior-level strategy and execution without the overhead. They’re efficient, direct, and tailored to fast-moving companies.
They can help you:
- Build relationships with journalists and editors.
- Shape executive positioning and talking points.
- Land earned media where it counts.
- Navigate crises before they escalate.
The key is clarity: what outcomes are you hiring for?
6. You’re Not Sure What to Look For, and That’s Okay
One of the most common reasons companies hesitate to hire PR is uncertainty over what to search for. Most founders don’t fully understand what PR can deliver until they take the first step and talk with a pro.
Here are a few helpful keywords and phrases to guide your search:
- “Strategic communications partner”
- “Executive visibility PR”
- “Reputation management for startups”
- “Earned media specialist B2B”
Whether you’re scanning LinkedIn, asking peers, or exploring agencies, these filters can help surface people who focus on impact, not just activity.
Final Thought: PR Is About Leverage
If you’re thinking about PR as something you do to “get your name out there,” pause.
PR is most valuable when it’s tied to business outcomes. It’s about:
- Building influence with the audiences that matter.
- Controlling the narrative during key moments.
- Positioning leadership to shape, not just respond to, the conversation.
If those things are starting to feel important to your business, then yes, it might be time.
Want to talk to someone about what that might look like? Start with a conversation, not a commitment. A good PR partner will help you clarify the goals before pitching the solution.
And if you’re not ready yet, at least now you know what to look for when you are.
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