The Criticality Of Timing: Incorporating PR Strategy in Startup Growth


Hatched by Glasp

Aug 26, 2023

3 min read


The Criticality Of Timing: Incorporating PR Strategy in Startup Growth


Timing plays a crucial role in determining the outcome of our work, just as much as other variables. It is essential for companies to recognize the unique set of needs, opportunities, and insecurities they face at any given point in time. Similarly, startups must also understand the significance of incorporating a well-thought-out PR strategy into their growth plans. In this article, we will explore the common points between the criticality of timing and the need for a PR strategy, while also providing actionable advice for startup founders to make their PR efforts a success.

The Importance of Timing:

Like meeting a loved one, a great match between a company and its success is as much about timing as it is about capabilities and shared values. The process of waiting for ideas to unfold, generating buy-in, and exhaustive testing is crucial for achieving a vision without breaking the system. Patience and pacing are vital aspects of timing, as it allows ideas to sink in and gain momentum. However, it is equally important to maintain focus and kill off ideas that may hinder progress. Only the best leaders can balance healthy incrementalism with occasional transformational jolts when needed. Incrementalism, if not managed properly, can limit a company's market size by pushing great ideas to fruition too late.

Incorporating PR Strategy in Startup Growth:

Startups, in addition to raising capital, should prioritize the development of a PR strategy. Good PR can help with investor relations, increase brand awareness, and establish a favorable image among the target audience. Consistency is key in obtaining press coverage and staying on top of follow-ups. PR is a marathon, not a sprint, and startups should strive to maintain a constant presence in the press and online publications. Being available and responsive to journalists' needs is crucial, as it demonstrates a commitment to building relationships and seizing opportunities. Instead of treating PR as an afterthought, it should be one of the first considerations for a company's growth plan.

Actionable Advice for Startup Founders:

  • 1. Do Your Research: When planning to work with a PR firm, founders should conduct thorough research and interview potential companies. Look for firms that align with your vision and have experience in your industry. A good fit is essential for a successful PR partnership.
  • 2. Make PR a Priority: Rather than treating PR as the last part of your company's plan, prioritize it from the beginning. Incorporate PR strategy into your overall growth strategy and allocate resources accordingly. This proactive approach will help establish a favorable image and increase brand awareness.
  • 3. Be Consistent and Available: Consistency is key in PR. Push for stories, stay on top of follow-ups, and ensure that your company's name is constantly in the press and online publications. Additionally, be available to provide materials or participate in interviews when needed. By prioritizing PR and being responsive, you can maximize the impact of your efforts.


Timing is a critical factor in the success of any endeavor, be it a company's growth or the implementation of a PR strategy. By recognizing the importance of timing in both aspects, startups can position themselves for success. Incorporating a well-researched PR strategy from the beginning, prioritizing consistency and availability, and understanding the role of incrementalism can significantly enhance a startup's chances of achieving its goals. So, embrace the criticality of timing and leverage the power of PR to propel your startup to new heights of success.

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