News and Insights

When & How to Hire a PR Agency—Timing Is Everything

July 17, 2025

When’s the ‘Right Time’ for PR? Here’s How to Know

When it comes to strategizing on the best time for bringing on a PR agency, there are several factors to consider, and one of the most critical areas to a brand’s success lies in the timing. Here are a few pointers on when and how to hire a PR agency. 

Whether a brand is launching something new and groundbreaking, entering a different market, or simply looking to elevate its visibility, knowing when and how to hire a PR agency can make a meaningful difference – especially with a clear roadmap to significantly amplify impact and achieve brand goals with precision.  

Here are three considerations to help determine the perfect time to bring a PR partner on board.

1. When You’re Planning a Major Announcement. If there’s a significant event on the horizon – a new product launch, expansion, or major milestone event – early PR involvement is crucial to ensure maximum visibility for the brand.

Engaging a PR agency at least six months prior to the announcement will allow time to develop press materials, craft compelling messaging and start building relationships with journalists and influencers whose interest you are hoping to catch. If your launch also includes a grand opening event or amplifying milestones such as anniversaries, awards or significant achievements, don’t leave that tactic as an afterthought.

Instead, build in additional planning time or make sure there is a dedicated events scope so your brand’s unique journey and successes can be effectively highlighted and executed.

2. When You’re Scaling Your Business. Oftentimes, brands are looking for global awareness of their products and services, and the right PR agency can help tailor messaging to reach diverse audiences, new markets and important demographics.

PR campaigns require specialized skills, so it’s important to identify a PR agency with a team that is knowledgeable and well-versed in a particular market and has relevant experience. In FINN Partners’ Travel Practice alone, for example, we have over 400 PR professionals in various markets and can tap the resources and insights from our 35 global offices.

Our clients value our agency’s collaborative, one-stop-shop mentality, and many have expanded their PR programs, after six months or a year, to include additional markets outside of the US.

3. When You Need to Manage Perception. Public sentiment and perception can make or break a brand, and a PR agency can be invaluable when rebranding or launching a new initiative, addressing a negative article, managing a crisis, or even strengthening a presence as an industry thought leader.

PR professionals with experience in reputation management, building a thought leadership platform and storytelling can help shape narratives and tactics that align with a brand’s values and goals to restore, or maintain, customer confidence and engagement.

While it can be challenging to anticipate the timing of a crisis, ensuring that a PR agency has the ability to activate “crisis comms” is something that should be considered before the other shoe drops.

Preparing to Hire a PR Agency

Prior to hiring a PR agency, preparation is key to ensure a successful partnership. Before any discussions begin, brands should define the tangible objectives they want to achieve – whether that’s increased media coverage, improved reputation or greater brand awareness.

They also need to understand that PR is a two-way street and support resources, such as providing the agency with information, input or timely approvals, will need to be allocated in order to build a well-oiled PR machine. Lastly, set a realistic timeline to give your agency ample time, and a clear runway, to strategize and execute efficiently.

Ready to take your brand to the next level? Now that you know when and how to hire a PR agency, start the conversation today – because the best time for PR might be sooner than you think.

Stay up to date on best practices for PR and marketing.