PR means press, and press means more traffic to your site and awareness of my brand, service or product. And, of course, it’s cheaper than advertising.

Okay, I’m dumbing it down a little (actually, a lot), but this is essentially why PR makes sense as an early marketing strategy for a lot of startups. It’s a great way to launch your product and brand to the mass market for tens of thousands instead of millions of dollars, and seeing your brand front and center in the Wall St. Journal for the first time is cool even if you’ve never actually read the paper in print.

But what happens when you get beyond the launch and the press slows down? When your site traffic levels out to a daily normal and you’re not sure if the $10K or more a month still makes sense? I sat down with Gerald Kimber White, Senior Managing Director at local Boston PR agency RF|Binder Partners to get his thoughts.

Kimber White has worked in public relations for more than 10 years, with a focus on technology. Amongst the many brands he’s worked on are Aircell Gogo Inflight Internet, Brooks Automation, Dimdim, Exent, and MphasiS.

“Launching a new service or brand is a relatively easy task, PR-wise,” says Kimber White. “It takes preparation, creativity, and effective execution, but the market loves and is a ready recipient of new concepts. After launch, it gets much harder, and it is post-launch when the true strength of your PR program becomes apparent.”

While it gets harder, Kimber White also argues that it becomes even more important: “‘Crossing the chasm’ between the early adopters and the early majority of a tech product or service is no small feat.  It is the brands that don’t invest — or weaken their investment — in PR after launch that run the greatest risk of disappearing in that chasm and never reaching their true growth potential.”

This has certainly been the experience of many early-stage companies, where momentum achieved during the first 30 days often exceeds that of the next 12 months. This is the primary reason Kimber White says putting all your eggs in the launch basket can be risky.

“A single agency strategy that takes you through launch and through the first couple years is the right choice for most new brands,” he said, adding that there is not typically a huge discrepancy between different agencies’ media relations skills. He also noted that finding an agency that can “make sure you aren’t going dark between announcements,” is a bigger challenge than finding one that can knock your launch out of the park.

Kimber White also cautioned that clients, and particularly startups, should consider the total skills their PR firm brings to their business and make sure that they can keep constant communication about your service and brand in the marketplace. Your PR team should be able to develop thought leadership campaigns that ensure your company and executives become acknowledged industry resources and leaders. Tools for driving this recognition include traditional bylined articles, industry awards, and speaking opportunities, but, increasingly, the top firms provide critical social media counsel and execution. Depending on the agency, PR teams might also run analyst relations, small and large events, internal communications, and investor relations. Some may even contribute their strong writing skills to help create web or ad copy, speeches, or the perfect newsletter.

Kimber White, an “occasional” gardener, provides this post-launch PR analogy:  “I had an asparagus bed once, and it taught me something about continuing to invest during periods of seemingly slow growth. After you plant asparagus, it takes three to four years of tending before you can harvest it. Once you can begin harvesting, however, it is a perennial that lasts for 10-20 years.  Launching a brand is like the typical summer garden – it comes and goes quickly. Building a sustainable brand is like growing asparagus – it requires ongoing PR maintenance to achieve the greatest possible return.”

What do you think is the best way for a startup to handle PR? Have you ever worked with RF|Binder Partners? Please share your thoughts in the comments section below!

In love with all things consumer tech, Kristina brings a background in marketing and communications to the BostInnovation team. Her work experience includes local PR agencies as well as leading communications at Zipcar through 2008 and now at Boston-based Gazelle. At BostInnovation, she’ll cover all things marketing and take a look at how companies are setting out to build the next big brands right here in New England. Follow Kristina on Twitter @kennedykristina.