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When Should a Startup Hire A PR Agency?

September 4, 2010

For years our clients have told us that the advice they remember the most—and at the time agreed with the least—is this:  when it comes to PR, you’ll have to engage them earlier and pay them more than you’ll want to.  But it will be worth it.

Timing:  at least two months before you launch—preferably three.  The PR firm needs to get acquainted with the company, the management team, and the product.  And often they’ll need to work with the client to perfect the positioning and messaging.  Finally, they’ll need to condition the marketplace—the press, analysts and blogging influencers.

Cost:  the days of $5k a month never really existed, except in myth.  $7-10k was the norm during the depths of the recession.  Now, with the purse strings opening and sales picking up, PR firms are more selective about who they take on and are returning to the 10-12K pre-recession rates.

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