The Scrappiness Scale for PR: When Startups Should Pitch vs. Stay Quiet
Most early-stage startups think they should be pitching press.
They shouldn’t.
Not yet.
The Scrappiness Scale applies to PR too.
Stage 1: Stay quiet
You:
don’t have a clear story
don’t have proof
don’t have a narrative
Pitching here won’t work.
Stage 2: Build the story
Now you:
understand your positioning
see patterns in user behavior
recognize a broader shift
This is where PR begins.
Stage 3: Align with a trend
Now you:
match your story to a larger narrative
find the right reporter
pitch a specific angle
This is how startups land coverage.
Stage 4: Amplify
Now you:
reuse coverage across channels
reinforce your narrative
build credibility
The takeaway
PR isn’t about timing a launch.
It’s about timing your story.
And the best founders don’t rush it.
They wait until it’s undeniable.
