Hiring a PR agency for startups (vs doing it yourself)

You’ve built something incredible – now how do you get the world to notice? PR isn’t just a luxury for startups; it can mean the difference between becoming the next big thing or being completely overlooked.

The challenge? Getting media coverage is tough. Journalists are flooded with pitches, competitors are already making headlines, and building credibility takes time. Startups often debate whether to hire a PR agency or handle PR themselves. So, what’s the best move?

In this guide, we’ll cover:

• What a startup-focused PR agency does
• Signs you should hire an agency
• How to DIY PR if you’re not ready for an agency

Let’s break it down.

Want to manage your own PR strategy? Prezly has all the tools you need to share your story and earn coverage.

Startup PR moves at a different pace than traditional PR. Speed, agility, and credibility matter more than anything. A startup-focused PR agency specializes in getting early-stage companies noticed, positioning them as industry leaders, and attracting investors, customers, and media attention.

For example, imagine a SaaS startup with an incredible product but no media coverage. Investors are hesitant because no one knows they exist. After hiring a startup-focused PR agency, they secure a feature in TechCrunch, leading to inbound investor interest and, ultimately, a successful funding round.

This is the power of strategic PR – it builds visibility, credibility, and momentum in ways organic growth alone often cannot.

• Building brand awareness – Getting noticed in a crowded market
• Attracting investors – Boosting credibility to appeal to VCs
• Generating media coverage – Landing features in TechCrunch, Forbes, and niche startup media
• Managing reputation – Staying ahead of potential crises

Startups move fast, and so should their PR. News cycles shift rapidly, and the right PR team ensures your brand stays relevant and top of mind.

A startup PR agency helps get your brand featured in top-tier outlets like TechCrunch, Wired, and Fast Company through targeted media relations campaigns. They:

• Build relationships with journalists who cover your industry
• Craft compelling story angles that grab attention
• Ensure your startup stands out in the media landscape

PR isn’t just about blasting out press releases – it’s about crafting the right story and pitching it to the right people. A compelling narrative can transform a startup from an unknown entity into a must-watch innovator, making storytelling one of the most powerful tools in a PR strategy.

Investors and customers don’t just buy into products – they buy into founders. A PR agency can:

• Secure guest articles, interviews, and speaking gigs for founders
• Position founders as industry experts through opinion pieces and podcasts
• Help build a personal brand that gives the startup a face and a voice

Additionally, PR agencies can help founders build their personal brand by leveraging social media influencers to reach a wider audience.

Personal branding is crucial in startup PR because it humanizes the brand and builds trust with both investors and customers. Founders who establish themselves as thought leaders can shape industry conversations, attract media attention, and create a competitive edge that goes beyond product differentiation.

Raising capital? PR plays a huge role in funding rounds. Agencies help by:

• Announcing funding in a way that maximizes press and investor interest
• Positioning the startup as a high-growth, scalable company
• Getting coverage that attracts VCs, angel investors, and partners

PR efforts surrounding funding aren’t just about making announcements – they shape investor perceptions and can create momentum for future rounds. Strategic communications ensure that when potential investors research your company, they see a strong narrative of growth, innovation, and industry relevance.

For example, a fintech startup struggling to secure Series A funding landed a feature in a major tech publication through a well-timed PR campaign. This visibility led to inbound interest from investors, resulting in a successful funding round. PR doesn’t just tell your story – it puts it in front of the people who matter.

PR isn’t just about traditional media – it’s also about owning your narrative online through effective social media management. Agencies help by:

• Managing Twitter, LinkedIn, and Reddit for organic PR
• Engaging with industry conversations and journalists online
• Amplifying brand visibility through digital-first campaigns

In today’s digital landscape, social media plays a crucial role in shaping public perception. A strong digital PR strategy ensures that startups remain visible, relevant, and engaged with their audience, turning online interactions into valuable opportunities for growth.

A single tweet can sink a startup. Agencies help startups:

• Prepare for crisis scenarios before they happen
• Manage negative press, social media backlash, and PR disasters
• Control the narrative before it spirals out of hand

Startups often assume they’re too small to need a crisis plan, but the truth is that even a minor issue can spiral into a reputational disaster. A well-prepared crisis communication strategy ensures that when challenges arise, your business is equipped to respond swiftly, maintain credibility, and rebuild trust before the damage spreads. Community relations outreach is also crucial during a crisis, as it helps maintain trust and transparency with your audience.

PR agencies specialize in handling negative press, mitigating social media backlash, and positioning your startup to emerge stronger from any crisis.

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When the proverbial hits the fan, speed is everything. With Prezly, you can set up your emergency contact lists, crisis newsroom and email campaigns well in advance, so you'll be ready for the truly unexpected.

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Not every startup needs a PR firm from day one. Here’s how to know when it’s time:

Getting media attention for a new product launch can be a game-changer. A PR agency ensures your announcement reaches the right journalists, publications, and industry influencers to maximize exposure.

Investors pay attention to startups that appear in credible media outlets. A well-timed PR push can build confidence, highlight traction, and position your startup as a high-growth opportunity.

Seeing your competitors in the headlines while your startup remains invisible is frustrating. A PR agency helps position your brand as a key player in the industry, securing media attention and building thought leadership.

Startups are not immune to reputation challenges. Whether it’s a product issue, a social media backlash, or misinformation spreading, a PR agency can help navigate the crisis, control the narrative, and restore trust.

Effective PR requires strong media relationships, storytelling skills, and industry knowledge. If your team doesn’t have these, hiring a PR agency ensures your message gets in front of the right people with the right impact.

If any of these apply to your startup, hiring a PR firm might be the next smart move.

Choosing the right PR agency can be a game-changer for startups. Whether you’re looking to break into tech media, attract investors, or build a strong consumer brand, the right agency will amplify your story and connect you with key stakeholders.

Below is a comparison of some of the best agencies specializing in startup PR, categorized by their strengths, industry focus, and notable clients – so you can find the best fit for your needs.

Now that you have an overview of the top PR agencies for startups, the next step is deciding whether to go the agency route or take on PR yourself.

Let’s explore what DIY startup PR entails and how to make the most of your media strategy.

If you’re not ready to hire a PR agency yet, here’s how to DIY your startup PR:

What makes your startup unique? Craft a strong elevator pitch that resonates with the media by clearly defining your problem, solution, and why it matters.

A compelling pitch should be concise (30 seconds or less), memorable, and tailored to your audience. Focus on the impact your startup has, highlight what sets it apart, and deliver it with confidence.

For tech startups, working with a specialized tech PR firm can provide the industry-specific expertise needed to stand out in a competitive landscape.

Find journalists who cover startups in your niche. Research their recent articles and tailor your outreach to align with their interests.

When sending personalized cold pitches, make sure to keep it short, engaging, and relevant. And avoid mass emails – journalists can spot them instantly and are more likely to engage with pitches that feel tailored and well-researched.

Manage all your media lists and pitch journalists through Prezly.

Engage with reporters on Twitter and LinkedIn by following their work, commenting on their posts, and sharing relevant industry insights to establish a connection before reaching out with a pitch.

Use Reddit and niche forums to build credibility by participating in discussions, answering questions related to your industry, and subtly introducing your startup when relevant. Journalists often browse these platforms for emerging trends, making them valuable spaces for organic PR opportunities.

Write guest posts, share insights, and create a press page on your website (Prezly can help with this!).

A well-maintained press page serves as a central hub for journalists and media contacts, making it easier for them to access company news, background information, and high-quality visuals.

This increases the chances of securing media coverage and ensures your brand messaging remains consistent across all public-facing content.

Use free tools like Google Alerts and Prezly’s media monitoring to track coverage and adjust your approach.

Monitoring press mentions and media coverage allows you to see which stories gain traction, identify key journalists covering your industry, and refine your PR strategy over time. With real-time insights, you can measure the effectiveness of your outreach and pivot when necessary to maximize your startup’s visibility.

When DIY PR stops delivering results or becomes too time-consuming, it’s time to hire a PR agency.

PR is essential for startups looking to build credibility, attract investors, and secure media coverage. Whether you hire an agency or take the DIY route, the right PR approach can make all the difference in getting your startup noticed by your target audiences.

If your startup is ready to scale, launch a product, or manage an evolving media presence, hiring a PR agency can help you navigate complex media landscapes and build strong relationships with journalists. On the other hand, if you’re bootstrapping and just starting out, DIY PR can be a cost-effective way to establish your presence before committing to an agency.

Regardless of the approach you choose, staying in control of your PR efforts is crucial. That’s where Prezly comes in.

Tracking PR success isn’t just about counting press hits – it’s about aligning PR efforts with business goals. A strong PR strategy includes clear objectives and key performance indicators (KPIs), such as:

• Media coverage volume and quality
• Website traffic from PR-driven sources
• Social media engagement and brand mentions
• Investor or customer inquiries tied to PR efforts

A PR agency can help refine this process, but even if you’re handling PR in-house, having the right tools to measure and adjust is essential.

Working with a PR agency shouldn’t mean giving up control over your media strategy. Prezly keeps you in the loop at every stage:

• Own your media contacts – Keep access to journalist relationships, even if you switch agencies
• See every pitch and press release in real time – No more wondering what’s being sent on your behalf
• Track media coverage instantly – Prezly's media monitoring logs coverage automatically, so you don’t have to chase updates

Book a demo today and see how Prezly helps startups and PR agencies work smarter together, or learn more about Prezly →