Starting a press office can make a big difference to a company’s positioning, but it is essential to choose the right moment. This is one of the questions we are asked most often, especially by start-ups in their early stages or SMEs ready to make a quantum leap in communication.
The first point to clarify is that a press office is not a magic wand.
It is a strategic tool that requires a solid foundation to function. For this reason, you don’t start “when you feel like you want visibility,” but when there is really something to communicate.
A new product, financing, entry into a new market, an important event, a significant change within the company: these are examples of news that can attract media interest.
On the contrary, starting too early—perhaps when the website is not yet online or the product is in beta—risks being counterproductive. Journalists are attentive to what is happening in the market, but they seek concrete information, data, and insights. Presenting yourself without having anything solid risks not only failing to get coverage, but also burning future opportunities.
That said, preparation can (and should) start in advance.
Even before you have official news, it is useful to start thinking about your identity, what you want to communicate, and to whom.
This means building a coherent narrative foundation, preparing an up-to-date press kit, having a spokesperson ready, and, an often underestimated detail, a clear and functional website. The website is the first point of contact for those reading the news: if it is not well-maintained or updated, the effect can be the opposite of what is desired.
Those who ask us when to start doing PR often refer to the moment of ‘launching’ a campaign, sending out press releases, pitching to journalists, and building coverage.
In this case, our advice is to prepare at least one or two months before you want to go public in the media. This time is needed to define the strategy, write the content, personalize the mailings, identify the most suitable media, and follow the editorial deadlines.
Another aspect to consider is that PR follows a different timeline than business logic.
An announcement may be ready internally in a few days, but the media have their own editorial priorities, evaluation times, and space to manage. It is therefore useful to move ahead of time and build a constant relationship with the media, not just “when needed.”
In summary, the right time to start doing PR is when you are ready to sustain the visibility that comes with it. You need a story to tell, but also the structure to support it. That’s why our job is not just “writing press releases”: it’s helping companies recognize when and how to tell their story in an authentic, consistent, and strategic way.
If you are unsure about when to start, our advice is: it is better to think about it first, but only start when you are really ready. And if you need professional advice, we are here to help you assess timing, opportunities, and strategy.