Is it time to hire a public relations agency?

I was recently asked: When should an organization consider starting its public relations program? In my view, the answer to that question is simple: now. If you are thinking about this question, you are likely at the point where serious exploration of setting up your public relations program is warranted. However, starting a public relations program can be likened to starting a fitness journey. When someone decides they want to get in shape, they're not in shape yet. Similarly, initiating a public relations strategy requires a commitment of time and resources, but it's an investment in the future vitality of your organization.

Your choice of a public relations partner should align with your organization's goals and vision. They should be able to advise you on the optimal "size" of your public relations program. This tailored approach ensures that resources are allocated efficiently and effectively. Just as one person may aim to run a marathon while another is content with jogging around the neighborhood, organizations have varying ambitions for their public presence. Whether your goal is global recognition or simply strengthening relationships with core customers, a one-size-fits-all approach is rarely suitable.

Starting a public relations program doesn't have to be overwhelming. In fact, it can begin with minimal commitment and scale up as needed. A strategic partner will help you identify key objectives and develop a roadmap for achieving them. This may involve crafting compelling narratives, engaging with media outlets, or leveraging social media platforms. By establishing clear goals and metrics for success, you can track the impact of your public relations efforts and adjust strategies accordingly.

One of the primary benefits of engaging a public relations agency is their expertise and industry knowledge. They can provide valuable insights into market trends, competitor activities, and emerging opportunities. This external perspective can be invaluable in identifying blind spots and uncovering new avenues for growth. Additionally, a seasoned public relations team will have established relationships with journalists, influencers, and other key stakeholders, allowing them to amplify your message and expand your reach.

Timing is key. While it's never too early to start building relationships and shaping perceptions, there may be specific milestones or events that warrant increased attention. For example, hosting a large-scale event, launching a new product, or entering a new market. By proactively engaging with stakeholders and managing the narrative, you can mitigate risks and capitalize on opportunities.

So don't wait until you're presented with a public relations opportunity or are forced to play catch-up with competitors— take the first step and don’t let another media moment pass you by.