What to Expect in Your First 90 Days with a PR Consultancy
The first 90 days with a PR consultancy define how your brand will be perceived by media, investors, customers, and industry stakeholders. This period builds narrative clarity, media strategy, visibility, and credibility—laying the foundation for long-term reputation leadership and growth.
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For any emerging brand in India—whether a high-growth startup, a funded technology company, or a challenger brand preparing for national visibility—the first 90 days with a PR consultancy are critical. They shape not only the communication strategy but also the external perception that determines trust, awareness, and investor confidence. Public Relations is not just a tool for visibility; it is an engine for credibility. And credibility takes time, consistency, and narrative clarity.
Yet, most founders or marketing leaders often enter PR engagements with uncertainty: What actually happens after signing the contract? How soon will we see results? How much involvement will we need? When will media coverage begin? The first three months answer these questions and lay the foundation for long-term reputation building.
Here’s a transparent and realistic journey of what the first 90 days with a PR consultancy actually look like—and what outcomes brands should expect when the process is done right.
The First 30 Days: Discovery, Alignment & Narrative Building
The initial month is all about immersion. Before a PR firm tells your story to the world, they need to understand it deeply. This phase is dedicated to research, audit, and positioning. It begins with onboarding meetings, documentation sharing, and clarity around goals. The consultancy studies everything that defines your business: the product, the market, the category narrative, the founder story, the competition, and the perception that exists in the market.
This period is also where expectations are set—what success looks like, what results are realistic, where coverage should appear, and which audiences matter most. Instead of running to pitch immediately, a strategic PR firm spends this time constructing core messaging frameworks, brand positioning, narrative differentiation, and communication tone. The goal is to answer three crucial questions: What do we want to be known for? Why does this matter now? And how do we say it with weight and credibility?
During these weeks, the consultancy prepares foundational assets such as the master messaging document, corporate backgrounder, leadership profiles, and story angles that shape future media outreach. Founders begin to understand not only what to say but how to say it in a way that resonates with journalists and stakeholders. By the end of the first 30 days, the brand is aligned with its narrative voice and positioned to enter the public conversation with clarity and confidence.
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Days 30–60: Strategic Media Outreach & Thought Leadership Positioning
The second phase is the transition from strategy to action. By now, the messaging foundation is in place and the PR firm begins targeted engagement with journalists, analysts, and media platforms relevant to the category. Outreach is precise—not generic—and driven by story angles that matter to editors. This is where media relationships begin forming, and visibility starts becoming tangible.
This period often includes the first wave of interviews, founder interactions, contributed articles, and opinion pieces. The consultancy identifies opportunities for expert commentary and integrates the brand voice into ongoing industry news cycles. Thought leadership programs begin strengthening the founder as the authoritative voice within the market rather than just another startup spokesperson.
This is also where brands begin to see the early outcomes of PR—not necessarily in high-volume coverage but in strategic quality placements aligned with reputation building. Panels, webinars, industry events, and recognition opportunities may surface at this stage if supported by strong storytelling and clear differentiation.
Internally, the brand begins to experience the rhythm and discipline of PR: weekly progress calls, monthly deliverables, media pipeline reports, and feedback loops that sharpen message alignment. The brand and PR consultancy now move as strategic partners instead of separate teams.
Days 60–90: Acceleration, Expansion & Measurable Reputation Impact
The final 30-day period in the first 90-day cycle focuses on scale and credibility reinforcement. With initial coverage and thought leadership placement underway, the PR engine strengthens messaging continuity and builds multi-channel visibility. Larger stories begin taking shape: industry reports, trend features, exclusives, and thematic narratives tied to business milestones or upcoming announcements.
At this stage, the consultancy evaluates perception shifts and media sentiment. Key PR metrics become visible—media quality score, share of voice, organic inbound inquiries, and leadership recall. The conversation moves from building awareness to deepening authority.
If the brand is preparing for funding announcements, new market launches, major partnerships, or category expansions, groundwork is often laid during this time. For companies with regulatory-sensitive positioning such as fintech, insure-tech or health-tech, messaging alignment with legal and compliance teams becomes more structured and carefully orchestrated. Reputation preparedness also evolves into proactive risk and crisis playbooks—ensuring readiness long before challenges arise.
The first 90 days conclude with a comprehensive performance review, strategy recalibration and roadmap for the next quarter—where PR transforms from visibility generation to long-term influence building.
Why the First 90 Days Matter More Than the First Headline
Many brands approach PR expecting overnight coverage and large-scale visibility in week one. But meaningful public perception is not built reactively—it is designed, engineered and protected. The first 90 days define trust architecture, narrative direction, and positioning clarity that shape how media, investors, customers, partners and regulators will perceive your company. The greatest outcomes in PR come not from aggressive announcements, but from disciplined and consistent storytelling built over time.
When a brand takes PR seriously, the first 90 days establish:
- A clear and defensible narrative
- Strategic visibility in the right media, not just any media
- Confidence and fluency among leadership spokespeople
- Long-term credibility with journalists and analysts
- A measurable structure for communications success
- A foundation for advocacy—not just awareness
This period builds the runway for everything that follows: category leadership, investor trust, employer brand strength, customer acquisition uplift and resilience against crises.
The Reality of Outcomes
By the end of the first 90 days, brands can realistically expect:
- Initial tier-1 and sector-specific media visibility
- Strategic industry presence through thought leadership articles or interviews
- Increased inbound interest for speaking opportunities and expert commentary
- Structured communication processes and measurable PR metrics
- Clear differentiation from category competitors
- A sustainable content and narrative pipeline for future acceleration
PR is not built on speed; it is built on depth. The most powerful communication programs mature over years, not weeks.
Final Thought
The first 90 days with a PR consultancy are not about collecting media mentions — they are about establishing a strategic communication engine capable of supporting growth, funding, category authority and long-term reputation. Brands that commit to the process, rather than chase immediate headlines, see the highest ROI and the deepest impact.
Because ultimately, in business as in media, trust is earned before it is amplified.
Proof & Outcomes
A 90-Day Strategic Storytelling Program Repositioned a SaaS Automation Platform as a Category Leader, Leading to 3X Higher Media Visibility and Growing Inbound Demo Requests by 42%.
Enterprise SaaS Company (Bengaluru)
Integrated Thought Leadership & Tier-1 Media Relationship Building Helped a Fintech Startup Secure Features in Economic Times, Inc42 & CNBC-TV18, Strengthening Investor Conversations
Fintech Startup (Mumbai)
A Multi-Channel PR + Leadership Visibility Plan Enhanced Brand Credibility for a Healthtech Product, Resulting in a 55% Increase in Industry Mentions and Invitations to Speak at Two Major Healthcare Conferences.
Healthtech Brand (Hyderabad)
FAQs: Choosing the Right PR Agency in 2026
How long does it take to see results from PR?
Early visibility begins within 45–60 days, with strong reputation outcomes emerging within the first 90 days.
What does a PR consultancy need from us to begin work?
Clear business goals, access to leadership, product understanding, and alignment on messaging direction.
Can PR help with investor relations and fundraising?
Yes—consistent coverage in credible publications improves confidence, valuation perception, and inbound investor inquiries.
Is PR measurable?
Modern PR uses analytics such as share of voice, media quality score, traffic uplift, lead-attribution signals, and brand sentiment.
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