Don't hire PR firms too early; build relationships with the press yourself as they can last throughout your company's lifecycle.

Building direct relationships with journalists is crucial for gaining media coverage, rather than relying on PR agencies, which can create unnecessary barriers. I spent $50,000 on a PR agency that didn't understand my company, leading to a waste of money and forcing me to handle press outreach myself, which resulted in a better launch announcement.

In the early stages, founders should not prioritize marketing and PR, but as the product gains traction, they need to take charge of messaging and communication to ensure consistency and clarity. Developing personal relationships with journalists is crucial; they prefer talking to founders rather than PR representatives.

Most early-stage PR can be handled by the founders themselves; spending on PR firms is often unnecessary and can waste significant resources.

The most interesting stories for press pitches will come from you, the founders, not from PR firms.

PR, or press, involves pitching an independent third-party publication to tell your startup's story, which is external to your own channels.

Hiring a PR agency often leads to disappointment, as many founders end up firing them after realizing they don't deliver the expected results.

Hiring a PR agency is often a mistake for startups; most founders end up firing them after realizing they don't deliver value.

Treat PR like business development; don't outsource it in the early stages of your company.