Public relations (PR) is often seen as a luxury meant to be leveraged by large corporations, but in reality, it is a strategic function that businesses of all sizes can rely on for growth, credibility and reputation management. In fact, for smaller companies with limited budgets, investing in PR is often a smart decision to take on established players and better-resourced competitors by building a competitive advantage through storytelling and visibility.
The right time to invest in PR is not just a matter of company size; it’s about your business model, goals, target market, and ability to deliver a credible, differentiated narrative that resonates with your target audience. For PR to be truly effective and impactful, companies must understand the process and be willing to invest in sharing data, insights and perspectives that go beyond the promotional—contributing real value to journalists, readers and potential customers alike.
Here are a few ways to determine when your company should bring PR into the fold.
Inflection points to watch for
a. Startup and early-stage growth
If you are launching a new product, raising funding or entering a competitive market, PR can provide credibility and visibility. Investors, partners and early customers are influenced by media coverage and industry buzz, making PR a vital tool for differentiation. Plus, earned media coverage has the added benefits of being more credible and much more affordable than traditional marketing campaigns.
b. Scaling and market expansion
Once a company hits a growth stage—expanding into new markets, ramping up hiring or making acquisitions—PR becomes essential. Crafting a momentum release at these milestones can be a powerful way to capture attention, build a cohesive brand story, clarify brand differentiation strategies, manage external perception, ensure consistent messaging across all stakeholders and expand market share.
c. Crisis or reputation management
Whether it’s negative reviews, data breaches or public missteps, PR is critical in mitigating damage, restoring trust, ensuring customer satisfaction and controlling the narrative before misinformation spreads.
d. Readiness to invest in strategic storytelling
PR is a partnership. You’ll get the best results when your team is prepared to invest time and resources into building and sharing compelling, data-driven narratives. Reporters want real insights, not just promotion, and companies that understand this will see the biggest returns. Companies that invest in executive visibility are even better positioned to influence the narrative and build lasting trust.
Metrics that signal the need for PR
a. Media mentions and Share of Voice (SOV)
If competitors are getting media coverage while your company remains invisible, you’re ceding valuable mindshare and it’s time to invest in PR. Tracking SOV against industry benchmarks can highlight gaps and opportunities.
b. Website traffic and brand search volume
An uptick in branded searches or organic traffic following media placements is a strong indicator that PR efforts are working. If your brand isn’t generating organic interest yet, strong content and earned media can put you on the map and fuel long-term growth.
d. Customer sentiment and social engagement
Monitoring online sentiment and engagement can reveal whether your brand is resonating with audiences. If customer perception is neutral or negative, strategic PR campaigns can shift the narrative.
Key takeaways
PR is a strategic asset that drives awareness, credibility and business growth. Whether you’re a startup looking for investor attention, a growth-stage company needing brand differentiation or an enterprise managing reputation, understanding the right timing and metrics ensures that PR becomes a powerful tool in your business strategy.
Investing in PR at the right moment can make the difference between being an industry leader and being overlooked. The key is to recognize the inflection points and metrics that signal when PR is no longer optional but essential.
At Bospar, we specialize in helping companies recognize and maximize those critical inflection points. Whether you’re launching into new markets, gearing up for rapid growth or managing your brand reputation during turbulent times, our award-winning team knows how to craft compelling narratives that break through the noise. Take Bospar’s quiz to discover how we can best support your efforts and make PR your competitive advantage.
