Knowing when to engage PR services can be a puzzling decision for many businesses. So let us take a moment to demystify it all for you.


In today’s fast-paced and interconnected world, establishing a strong public presence is crucial for the success of any business. Public Relations (PR) plays a pivotal role in shaping how your brand is perceived by the public, stakeholders, and the media.

Knowing, however when to engage PR services can be a puzzling decision for many businesses. So we thought we’d take a moment to demystify the process and provide clear indicators on when and why you should invest in PR services.

The Sooner, the Better: Why Early PR Investment Matters

Imagine PR as the megaphone that amplifies your brand’s voice to the masses. Just as a strong foundation is vital for a skyscraper, early PR investment forms the bedrock of your brand’s reputation. Here’s why starting early can be incredibly beneficial:

  1. Building Credibility from the Start: PR helps establish your brand’s credibility and authority in the market from the start. It’s hard to change perceptions once they’re made. By crafting a compelling narrative and consistent messaging, you can shape the way people perceive your business, making it easier to gain trust from customers, partners, and investors in the right way, at the right time.
  2. Navigating Crisis Effectively: No business is immune to crises. Having a PR strategy in place from the beginning equips you to handle unexpected challenges, mitigating potential damage to your reputation, especially in an online world where things can unravel quickly. When a crisis strikes, a well-prepared PR team can guide your responses and help control the narrative.
  3. Staying Ahead of the Curve: In today’s competitive landscape, staying relevant is vital. An early investment in PR can help your brand anticipate industry trends, positioning you as an industry thought leader and keeping you ahead of your competitors.

Indicators for Engaging PR Services:

While the timing of engaging PR services can vary based on factors like industry, business size, and goals, the sooner you bring professional PR support on-board the better. At raraPR we can dial our services up or down based on the client’s right-fit investment – we’re passionate about making PR accessible and sustainable as an ‘always-on’ function for any business at any size and stage of their journey.

  1. Launch and Expansion: If you’re launching a new product, service, or entering a new market, PR can help generate buzz, attract attention, and establish a strong market presence.
  2. Reputation Management: When negative press or customer sentiment threatens your brand’s reputation, PR experts can help you regain control of the narrative and rebuild trust.
  3. Thought Leadership Goals: If you’re looking to position yourself or key team members as thought leaders, PR can facilitate media placements, speaking engagements, and bylined articles to showcase your expertise.
  4. Crisis Preparedness: Even before a crisis occurs, having a crisis communication plan in place is essential. PR professionals can help you anticipate potential crises and develop strategies to manage them effectively.
  5. Media Relations: If you struggle to secure media coverage or maintain relationships with journalists, PR professionals can leverage their networks to get your brand featured in relevant publications.

Understanding PR Costs and Tactics:

The cost of PR services varies widely depending on factors like the scope of work, the agency’s reputation, and the complexity of your PR goals. Generally, PR services can range from a few thousand dollars per month for basic services to tens of thousands for comprehensive campaigns. It’s essential to view PR as an investment in your brand’s long-term success, as the benefits often outweigh the costs.

PR tactics we recommend include:

  1. Brand Strategy: A well-defined brand strategy lays the foundation for PR success by outlining your brand’s unique values, messaging, and positioning, ensuring consistent communication.
  2. Content Strategy: Crafting compelling and relevant content resonates with your audience, driving engagement, building credibility, and providing valuable insights that media outlets want to share. Knowing what you’re saying, who to where and why is the foundation of PR success.
  3. Competitor Analysis: Understanding your competitors’ PR efforts helps you differentiate your brand, identify gaps, and capitalize on opportunities to stand out in the media landscape.
  4. Brand Partnerships: Collaborating with compatible brands extends your reach, enhances credibility, and introduces your brand to new audiences, creating a synergy that attracts media attention.
  5. Influencer Marketing: Leveraging influencers amplifies your brand’s message through trusted voices, increasing exposure, and tapping into engaged audiences that are more likely to be receptive to media coverage.
  6. Social Media Management: Crafting engaging social media content and managing online interactions to maintain a positive brand image.
  7. Press Releases: Crafting and distributing press releases to announce newsworthy events or updates about your business.
  8. Media Outreach: Building relationships with journalists, bloggers, and influencers to secure media coverage in relevant outlets.
  9. Content Creation: Developing high-quality content like articles, blog posts, and whitepapers that showcase your expertise and resonate with your target audience.
  10. Crisis Communication: Creating a crisis communication plan and preparing statements to effectively manage and respond to unexpected challenges.
  11. Event Management: Planning and promoting events to increase brand visibility and engage with your target audience.

The sooner you establish a strong PR strategy, the sooner you’ll reap the rewards of a well-crafted brand narrative, enhanced credibility, and the ability to navigate challenges with finesse. PR isn’t just an expense; it’s a strategic investment that can shape the trajectory of your business and set you apart in a competitive landscape.

When indicators like product launches, reputation management needs, and thought leadership goals emerge, it’s a clear signal that it’s time to engage PR services and set your brand on the path to success. Remember, in the world of business, perception often becomes reality, and a solid PR foundation is your ticket to shaping that perception.

About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.