Publicists often receive inquiries from excited founders and business leaders ready to “get their name out there.” They’ve secured funding, launched their product, or hit a growth milestone, and now they’re ready for PR to work its magic. There’s just one problem: many aren’t actually ready for a successful PR partnership.
This isn’t about budget or timing in the traditional sense. It’s about something more fundamental: the readiness to engage in the collaborative storytelling process that makes PR campaigns succeed.
PR Is Not a Vending Machine
Here’s the uncomfortable truth: PR is not a transactional service where you insert payment and receive top-tier media placements. Yet many clients approach it this way, expecting their publicist to single-handedly manufacture compelling narratives and secure coverage while they remain passive participants.
The most successful PR campaigns emerge from a different dynamic entirely, one built on mutual effort, deep collaboration, and a shared commitment to uncovering and articulating the stories that truly matter.
When journalists cover your business, they’re not interested in surface-level promotional content. They want the “aha” moment—the insight, perspective, or angle that makes their audience lean in and think differently. Your publicist can’t fabricate that moment. It has to come from the authentic intersection of your expertise, your unique positioning, and the cultural conversations happening right now.
The Partnership That Actually Works
Think of PR as a creative partnership rather than a service contract. Your publicist brings media relationships, strategic positioning expertise, and an understanding of what makes stories resonate. You bring the substance: the nuanced understanding of your industry, the hard-won lessons from building your business, the insider perspective that only you possess.
When both sides show up fully, something powerful happens. Your publicist asks the right questions that unlock unexpected angles. You provide the depth and authenticity that transforms a pitch from forgettable to irresistible. Together, you craft narratives that don’t just check boxes, but create genuine interest.
This requires real investment from both parties. Your publicist needs to invest time understanding your business, your voice, and your goals. You need to invest time sharing insights, responding to media opportunities (often on tight deadlines), and being available for the strategy conversations that shape your campaign.
When Should You Actually Pursue PR?
You have a story worth telling. Not just a product announcement or funding news, but a perspective on your industry, a solution to a meaningful problem, or expertise that adds value to larger conversations. If you can’t articulate why your story matters beyond “we want exposure,” you’re not ready yet.
You can commit the time. Effective PR requires your participation—media interviews, quote approvals, background calls with your publicist, and sometimes same-day responses to time-sensitive opportunities.
You’re clear on your positioning. You understand who you are, what makes you different, and who you’re trying to reach. PR amplifies your positioning; it doesn’t create it from scratch. If you’re still figuring out your fundamental value proposition, invest in that clarity first.
You have something to sustain attention. One-off announcements rarely justify a PR engagement. The strongest campaigns build momentum over time, layering stories and positioning you as an ongoing source for journalists. Consider whether you have the substance, such as product developments, expert commentary, data, or thought leadership, to maintain relevance beyond a single news cycle.
You’re prepared to be flexible. The news cycle doesn’t care about your preferred timeline. Sometimes the perfect opportunity emerges unexpectedly, requiring quick pivots. Sometimes your planned announcement gets eclipsed by breaking news. PR requires agility and trust in your publicist’s judgment about when to push and when to wait.
The Bottom Line
PR done right is transformative. It builds credibility, opens doors, and positions you as a leader in your space. But it only works when both parties show up as true partners—when you’re willing to dig deep into your story, engage authentically with the process, and trust that the “aha” moments emerge from collaboration, not transaction.
Before you sign with a PR consultant or agency, ask yourself honestly: Am I ready to be an active partner in this process? Can I commit the time and energy this requires? Do I have stories worth telling that will genuinely resonate?
If the answer is yes, you’re not just ready to hire a publicist. You’re ready to build something meaningful together.