PR for Startup: DIY or Hire an Agency?
When you're building a company from the ground up, every dollar counts. Your internal team might handle the basics—drafting and distributing press releases for a product launch—but landing media coverage, podcast interviews, webinars, guest articles, or industry awards takes strategy, time, and insider know-how.
So, how do you know when to go DIY or bring it to the pros?
Let’s break down when an agency can actually move the needle, the signs you’re not quite ready, and what it really takes to succeed with PR.
Why Choose an Agency for Your Startup’s PR?
Built-In Media Connections
Cold-pitching journalists is hard. PR agencies come with warm relationships that increase your chances of coverage—especially if they specialize in your industry. Journalists trust their go-to contacts, making your story more likely to land.
Stronger Storytelling and Pitch Angles
“We launched a new product” isn’t news. Agencies craft angles that make your story stand out. They know how to position your company in ways that resonate with the media—and can uncover niche opportunities you might miss.
Built-In Tools (Without the Price Tag)
Successful PR goes far beyond submitting the occasional press release. To really spread your message and build brand awareness, you’ll need expensive tools, media databases, and analytics platforms.
For example:
Agencies absorb these costs, saving you money while providing access to top-tier tools and analytics.
Reliable, Punctual Response Times
PR is time sensitive. Journalists won’t wait for a quote—they’ll move on. Agencies stay on top of deadlines, award submissions, and follow-ups, so you don’t miss out.
Less Time, More Results
PR takes time. Even if you plan to DIY, cold outreach is a hard and time-consuming process. Platforms like SOS (formerly HARO) and qwoted are great for earning media opportunities, but they require daily scanning and quick pitches. Agencies monitor and respond for you, letting you stay focused on building your business.
Reporting and Insights that Make PR Measurable
PR is not a bottom-funnel sales strategy. It is about visibility, credibility, and long-term brand building, which are more difficult to measure.
A good agency will track:
- Media reach and impressions
- SEO impact and backlinks
- Website traffic and conversions
- Sentiment and brand mentions
4 Tips for Success with Any PR Strategy
1. Designate a strong Subject Matter Expert (SME)
Journalists prefer people over products. They want to feature experts who can provide unique insights—not just companies promoting themselves. Your SME should be interview-ready, active on LinkedIn, and willing to speak publicly. Their insights and reputation boost your company’s credibility.
Overall, they can remind people of the real, talented individuals who work at your company and drive its success. Adding this name, face, and background info helps humanize your brand and build the story a journalist wants to share.
2. Be Available
PR moves fast. When opportunities arise, it's crucial that you craft a timely response. In general, about 1-2 business days, although sooner might be better. Disappear for any longer and journalists will move on.
Doesn’t sound like something you can commit to? A good agency will do 80-100% of the work, from message crafting and pitch writing to submissions and follow-up, you’ll just need to provide initial insights and final approvals. Bonus: the longer you work with the same PR agency, the less direction is needed since they can use past responses as guidance.
That said, even though an agency will carry the bulk of the load, timely approvals are needed. For best results, respond within the same business day when possible.
3. Integrate with Your Larger Marketing Strategy
PR works best when it's woven into your overall marketing strategy. After all the effort that went into hooking a journalist and getting a placement, you’ll want to squeeze more out of it than a single mention in their publication!
Amplify every press hit across:
- Social Media: Share media hits on social, then tag networks and other SMEs to build your social profile and increase reach
- Your Website: Post press mentions to your website—links to credible news sources can boost SEO and domain authority
- Sales Collateral: Repurpose earned media for sales decks, investor pitches, and case studies to build credibility with prospects
4. Set Realistic Expectations and KPIs
PR is a long game. As with any marketing initiative, it's best to set goals and KPIs to track your progress and make data-driven decisions to improve as you go.
Remember: PR is a long-term approach for building awareness and brand reputation. It often starts slow and builds over time and rarely has an immediate contribution to revenue. While occasionally guiding prospects to the pipeline, sales should never be a main KPI for success.
Common KPIs for PR include:
- Media impressions
- Share of Voice (SOV)
- Social engagement (Brand mentions, shares, and comments)
- Sentiment analysis and brand reputation
- SEO metrics (organic search traffic, keyword rankings, backlinks)
Setting expectations with your PR agency around tasks and deliverables is just as important. Will the agency focus on earned media, press releases, thought leadership, crisis management, or all of the above? Align early on scope and goals.
Red Flags Your Startup Isn’t Ready for PR Yet
- No SME in Place: You need a spokesperson who can commit to interviews and thought leadership.
- You Want Complete Control: PR requires trust. You’ll need to delegate and let the experts craft your message—using your voice and POV as a foundation.
- You’re Only Pushing a Product/Service: Journalists want insights and human stories—not ads. PR is about branding, not hard sales
Launch Your Journey into PR
An effective PR strategy isn’t just about securing media coverage—it’s how startups build trust, earn visibility, and stand out. DIY can work early on, but an agency brings experience, connections, and speed that are hard to replicate.
While handling PR in-house might seem like a cost-saving move, the reality is that without the right tools, connections, and expertise, it can become a drain on both time and resources. A PR agency streamlines the process, takes work off your plate, and ensures valuable opportunities don’t slip through the cracks.
Is your startup ready to jump in and share your story with PR? Reach out and let's chat! We can provide a free consultation on what PR approaches might make the most sense for your business.