"The mistake is assuming trust can be built on the same timeline as attention. These moments reveal whether credibility already exists. Psychologists call this tendency to underestimate how long it takes to build something meaningful the planning fallacy."
"When a company you've never heard of announces a major milestone, you might ask 'Who is this?' and quickly return to scrolling. But when a company you've seen and heard about shares similar news, your reaction is different. That difference is momentum."
"One of the clearest signs a company is ready for PR is having a point of view. You need to have something to say and be able to connect it to what you do."
Many businesses wait until they have significant news to consider public relations, but this approach is often too late. Organizations that succeed in major announcements typically build visibility well in advance. Trust cannot be established on the same timeline as attention, and the planning fallacy leads teams to underestimate the time needed to build credibility. Companies should invest in PR when they have a clear point of view and can articulate their relevance in the market.
Read at Fast Company
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