It's never too late to invest in PR, but it still needs to be done at the right time. Here's how to know you're ready.

The opinions expressed by entrepreneurs contributors are their own.

It happens all the time in the world of entrepreneurship: a team creates an awesome product or service, rigorously tests it to make sure it works well, and then launches it. When a few weeks pass and new business leads don't match their expectations, a collective moment occurs: we need PR.

If you've found yourself in a similar place, fear not. You are certainly not alone. Over the years, I've received what seems like countless calls from business leaders trying to generate leads by getting into post-launch PR. Sometimes the business in question is only a few months old, while other times the open sign has been hanging on the door for years.

I always preach that a PR strategy should be developed well in advance of a company's launch date. If you're trying to garner media interest retroactively, starting a PR program is less about how much time has passed since the company was founded and more about how your business is currently operating. p>

If you're considering getting into public relations, here are three ways to know you and your company are ready.

Related: Is Your Startup Ready for PR? Here's how to know for sure.

1. You have the financial resources to invest in the PR long game

One of the surest ways to end up frustrated with a PR program is to think of it purely as a revenue generator. Yes, PR can help generate leads, but it is not inherently part of the click-click-buy world. Try to track the specific dollar value of landing a news article. Actually no. Why? Because you can't. The same goes for speaking engagements, awards, and almost every other PR deliverable.

If your business is cash-strapped and you need to tie every dollar spent to a measurable return on investment, forgo public relations. The odds are slim that public relations will generate a sustained and attributable revenue line. However, if you're in a place where you have relatively reliable recurring income and appreciate how investing in things like a halo effect and thought leadership can strengthen your organization in the long run, then you're in a situation. very difficult. better position to invest financially in a public relations strategy.

Related: 4 Tips for Launching Your First Effective PR Campaign

2. You are ready to maintain a permanent public relations strategy

While my previous point revolves around monetary resources, this one is more focused on time and attention resources. Many people think of PR as a one-off splash - usually in the form of press releases - and don't understand the many ways sustained PR efforts can benefit their business. If you're in the market for someone to simply write and distribute sporadic press releases for you, that's better than nothing. But that's just the tip of the public relations iceberg.

Without fail, the most successful clients I work with (yes, measured by revenue growth) are those who consistently cultivate a proactive PR program. Am I saying that public relations is the most important factor leading to the success of their business? No. But it is a substantial element that contributes to the good standing of the organization. As you think about public relations, I challenge you to refute the worldview of the big splash. Instead, push back the lens and think about how public relations can align with all of your long-term endeavors, helping you achieve your business goals.

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