Most founders engage PR the way they engage a fire department: only when there's a launch to announce or a crisis to manage. That approach produces occasional spikes in visibility and nothing durable in between, and it wastes the compounding value that consistent media presence actually offers.
Coverage Is an Asset, Not an Event
Every piece of legitimate press coverage becomes a permanent, searchable asset that shows up when a customer, investor, or potential partner researches the company later. A single article doesn't just generate a traffic spike the week it publishes; it becomes part of the credibility layer anyone diligencing the business will find months or years afterward. I now think about PR placements the way I think about trademark filings: assets that sit quietly building value until someone needs to rely on them.
That reframing changes the cadence. Instead of one push around a launch, I maintain a steady drumbeat of smaller placements, expert commentary, and trade press mentions throughout the year, because the cumulative footprint of consistent coverage matters more than any single big hit.
Build the Relationship Before You Need the Favor
The founders who get consistent coverage aren't the ones with the best news each quarter. They're the ones who've built real relationships with journalists and editors over time, responding to requests for expert commentary even when there's nothing to promote, and being a reliable source rather than only showing up with an ask.
PR done as a one-off event is a marketing expense. PR done as an ongoing relationship-building discipline is a compounding credibility asset that shows up in due diligence, in recruiting, and in every future negotiation where the other side does their homework on you first.