Public relations (PR) is a powerful tool for startups seeking to build credibility, attract investors, and stand out in competitive markets. But for many founders, two questions persist: When is the right time to invest in PR? And how do you choose the right agency?
Having spent over a decade in the industry, working closely with startups and VC firms, I’ve witnessed the unique challenges founders face in navigating the world of PR. From unrealistic promises to unclear expectations, these obstacles can make the process daunting. This guide is designed to cut through the noise and offer real, actionable advice — not just for startups, but also for agencies striving to deliver real value.
When to Start Your PR
The short answer is: from the start. Once your product and website are launched, you can start using PR tools. Sure, it is important to apply the right tool at the right time to get the maximum out of your investment. If you’ve just launched and don’t have major product releases or significant funding to share, it’s probably not the right time to reach out to tier-1 media outlets. However, this does not mean you cannot do a lot of other beneficial things.
You can work with niche publications to enhance awareness, develop the founders’ personal brand, and establish your company as a market leader. Popular content formats to achieve those goals include columns, industry research, thought leadership columns, and personal brand stories, which are well-received by reputable publications with established audiences. Just make sure you have industry expertise, a functional product, and are ready to begin.
Building initial awareness and a personal brand first is beneficial for founders, as it increases the likelihood of attracting tier-1 media attention like Forbes or TechCrunch during major announcements, like significant investment raises.
Finding an Ideal Agency for Your Startup
Choosing the right PR agency is just as important as deciding when to start your PR efforts. A great agency brings in-depth industry expertise and a clear understanding of your startup’s mission, vision, and goals. Transparency, clear KPIs, and realistic goals are non-negotiable.
Too often, founders fall for agencies that overpromise and underdeliver, leaving them frustrated with vague strategies and unmet expectations. But can you tell if an agency’s promises are too good to be true? Spotting unrealistic claims early can save you time, money, and frustration.
Spotting Red Flags Early
Before signing on the dotted line, it is a great idea to become aware of some red flags to look for to avoid frustrations when you actually start investing in PR.
No reputable PR agency can guarantee placements in specific media outlets in specific timeframes. While strong relationships with journalists help, editorial decisions ultimately rest with the media outlet, not the agency. While it is absolutely OK to guarantee features in publications of a specific category, promises to get you to TechCrunch, even though your startup is in its early days, are a clear red flag.
Building media relationships and securing meaningful coverage takes time. If an agency promises immediate results or coverage within days of starting, they might be setting unrealistic expectations. Remember, PR is a marathon, not a sprint.
Assess Proposed KPIs, Metrics, and Strategy
A trustworthy agency will work with you to define clear key performance indicators (KPIs) and regularly report on progress. If they shy away from discussing measurable goals or fail to explain how they’ll track success, proceed with caution.
Beware of agencies that can’t clearly outline how they plan to achieve your goals. If their pitch is full of buzzwords but lacks a detailed plan, it’s a sign they might not have the expertise or a tailored approach for your startup.
Analyze Industry Expertise and Track Record
You wouldn’t hire a plumber to fix your electrical wiring, right? The same goes for PR. If you are a tech startup, hiring an agency with a large clientele in HoReCa or the hospitality industry probably won’t get you too far.
Instead, seek an agency with a proven track record in your specific industry. A tech startup needs a team with connections in relevant tech publications, not fashion magazines. Industry expertise ensures that your agency understands the nuances of your market, the key players, and the most effective communication channels.
And don’t just take their word for it. Look for concrete evidence of their past success. Request specific examples of successful campaigns and media placements they’ve executed with clients similar to yours. Past performance is often a reliable indicator of future results. If you can find fellow founders who’ve worked with this agency in the past — ask about their experience to gather insights.
Check for Strategy and Culture Alignment
Your ideal PR agency should understand your startup’s mission, goals, and target audience as intimately as you do. They should be able to grasp the essence of your brand and tailor their approach to your specific needs. Don’t settle for a one-size-fits-all solution. Instead, seek a strategic partner who can craft a customized PR strategy that resonates with your target audience and drives tangible results.
A great PR agency should feel like a natural extension of your team. During your initial conversations, pay attention to their communication style, responsiveness, and enthusiasm for your brand. You want to work with people who not only understand your business but are genuinely excited about it.
Ask for Stage-Specific Services
As your startup evolves, so should your PR needs. Early-stage startups often benefit from media outreach, thought leadership content creation, and social media management to build brand awareness and generate buzz.
Scaling companies, on the other hand, may prioritize reputation management and investor relations to maintain a strong public image and attract investment. Choose a PR agency that offers services tailored to your specific stage of growth.
Maximizing Your PR Investment: Tips for Success
Once you decide on the agency, the real work starts. But how to maximize the ROI? There are some things to be prepared for.
Set Clear Goals
Before diving into a PR campaign, it’s crucial to define your objectives. Ask yourself: What do you want to achieve? Whether it’s increasing brand awareness, attracting investors, or acquiring customers, define your objectives from the start. Clear KPIs ensure both you and the agency are aligned and working toward measurable outcomes.
Collaborate Actively
A successful PR partnership is built on open and honest communication. Think of your PR team as an extension of your own. Share your milestones, product updates, and success stories with them. The more insights they have into your business, the better equipped they are to craft compelling narratives and position your brand in the media landscape.
Be Patient
Building trust with journalists and establishing brand credibility takes time. It’s a marathon, not a sprint. Think of it like building a relationship with a friend — it takes time, effort, and consistent communication. PR is a long-term investment, where results develop over time.
