When to Work with an Agency – or not?

Understanding when to begin PR efforts for your startup is as important as how to execute them. Your company size, funding and stage will be of importance when determining a proportionate approach to PR support. This is partially because PR is not a protected title - technically, anyone can reach out to journalists and publications to pitch their stories in efforts to generate earned media coverage.

In this article, we will walk through why DIY PR can work well for early startups, why working with an agency at the wrong moment can be counterproductive, and cases in which partnering with an agency on a one-off or ongoing basis can be advantageous.

For early-stage startup teams, doing it yourself is typically the best avenue to pursue, but there will be times when it is beneficial to bring on external and professional resources to achieve the desired publicity – or help avoid unwanted attention.

Black Unicorn PR have created a great pros and cons rundown on the alternatives, in addition to DIY - such as working with Freelancers, setting up an In-House PR team, and/or engaging an Agency, that can help with not only making the decision on what’s best for you, but also when to do what.

Their conclusion:

There’s no one-size-fits-all answer to your PR needs. Whether you’re a DIY dynamo, a fan of freelancer finesse, committed to an in-house dream team, or ready to bring in the agency muscle, the right choice depends on your budget, goals, and the impact you want to make.

The DIY PR Advantage - Why You Don't Need an Agency (Yet)

As a Founder, you're likely to be approached by PR agencies promising media coverage that will transform your startup's trajectory. The truth? At an early stage, you probably don't need them, as you most probably do not have enough newsworthy updates coming out, yet, and you have more significant priorities for your precious budgets!

PR agency retainers typically start at €3,000-5,000 per month in European markets (typically even higher in the UK). That's €36,000-60,000 annually that could be spent on more pressing areas, like product development, targeted customer acquisition campaigns or simply saving cash as a conscious decision to maintain/extend your runway.

And it isn't just a cost-saving necessity - YOU understand your vision, technology and impact better than any agency. That first Funding announcement, for example, you are likely better off doing that yourself with the possibility of limited/ one-off advice from a specialist.

If you’re raising from a VC or other professional investor or incubator, you will likely be offered support from their team. This often involves helping you form the press release, forming comments for new outlets and handling distribution to individual journalists with whom they have existing relationships and therefore awareness of their interests. At Brighteye, we have worked with many of our portfolio companies to get the news of their rounds covered in different European tech publications – like Installer on Tech.eu, La Solive on EU-Startups and LabLabee on Tech Funding News.

Many agency <> startup relationships don’t work immediately. For example, there may be cases of:

Knowledge gap: No agency will ever understand your vision, product, and market as deeply as you do, resulting in generic pitches that journalists instantly recognise as not authentic.

Divided attention: Most agencies juggle numerous clients, meaning your startup receives fractional attention from junior staff who may lack industry sector expertise.

Misaligned incentives: Many agencies measure success by activity metrics - pitches sent, meetings held - rather than meaningful coverage that drives business outcomes.

Premature narrative: Many startups seek PR before they have something genuinely newsworthy to share, leading to forced storytelling that falls flat with reporters.

This said, there are certainly times when agency or more sophisticated internal support would be beneficial:

When You Actually DO Need PR Help

Beyond this DIY approach, there are moments when investing in professional PR support makes sense:

• Media training: Preparing and practising to communicate clearly, calmly, and confidently. It helps to control the narrative, stay consistent, and in line with approved messaging. This must be approached in a different way to written communications or everyday spoken word, so get the experts in to help you drill on the hard questions. This should be considered more closely when you’re operating with close associations with governments or in heavily regulated industries where nuances in your messaging really matters.

• Market expansion: When entering new European market with unfamiliar media

• Exit preparation: As you prepare for acquisition (as the acquirer or acquired!) or IPO

• Crisis management: If facing unexpected reputation challenges

In these scenarios, also consider project-based PR support rather than ongoing retainers.

The journey

Start small, on your own, to develop communication muscles that will serve your startup long-term, whether explaining your vision to investors, recruiting talent, or eventually working with PR professionals when your scale justifies the investment to call in the “Heavy Hitters.”