04-07-2026IMPACT COUNCIL

Most companies start PR too late

The companies that benefit most from big moments started building visibility long before the moment arrived.

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BY Grace Keith Rodriguez

I’ve heard it too many times to count, “We’ve never done PR before and are getting ready to announce [insert your major milestone of choice]”

Too often, businesses wait until they have big news to begin thinking about strategic communications. They’re about to close a funding round, launch a product, or enter a new market.

But here’s the thing: If you’re just starting to think about PR now, you’re already behind.

After nearly 20 years leading communications for fintech companies and financial institutions, I can confidently say that the organizations that benefit most from major announcements began building visibility long before the moment arrived.

WHY COMPANIES START TOO LATE

Teams often assume their news will attract attention. That their announcement will prove their credibility. That the story will tell itself with the build it and they will come mentality.

That’s seldom how it works. The mistake is assuming trust can be built on the same timeline as attention. These moments........

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