How to Choose a PR Agency That Won't Waste Your Time or $$$
TL;DR PR isn’t magic, and it’s not smoke and mirrors. It’s understanding people, cultural moments, the power of narratives, and the media landscape, and using all of that to position something so people believe in it.
Founders who succeed with PR are those who choose their partners wisely and commit to the process. They don’t expect overnight success, but they show up consistently and tell their story in a way that resonates.
If you’re ready to invest in PR, make sure you’re doing it right. Because when it works, it doesn’t just get you coverage. It gets you credibility, trust, and a community that believes in what you’re building.
PR isn't magic, and it's not smoke and mirrors. It's understanding people, cultural moments, the power of narratives, and the media landscape, and using all of that to position something so people believe in it. Founders who succeed with PR choose their partners wisely and commit to the process. They don't expect overnight success, but they show up consistently and tell their story in a way that resonates. When it works, it doesn't just get you coverage. It gets you credibility, trust, and a community that believes in what you're building.
Start with referrals, not Google
Ask friends, CMOs, and fellow founders who they've worked with. Look at brands you admire and check who's repping them — it's usually at the bottom of the press release, or you can just ask. Pay attention to companies in your space that consistently land the kind of coverage you want. That's rarely luck. Make a shortlist of 3-5 agencies that keep showing up, then dig deeper.
Just because an agency populates in ChatGPT or Gemini doesn't mean they're the right fit. Proceed with caution.
Look for expertise that actually matches your category
You wouldn't hire a plumber to fix your refrigerator. PR is the same. The right agency should understand your mission, goals, and audience as well as you do — and be genuinely excited about your brand, not just the contract.
Ask for specific examples of campaigns they've run for clients similar to yours. Great work gets bragging rights. If they can't show you any, that's your answer.
Red flags to watch for before you sign anything
If they guarantee placements in specific outlets at specific times — walk away. Nobody can promise that, and anyone who does is either lying or doesn't understand how media actually works.
If they promise big immediate results, be skeptical. PR is a marathon. Coverage can start coming in within the first month, but that's not always realistic and it shouldn't be dangled as a promise. When it's always "I promise this is happening" and it doesn't, you've built a formula for distrust.
If they can't define KPIs or explain how they'll measure success — or what they'll do when something isn't working — that's a problem. A good agency should be able to tell you what success looks like at 3 months, 6 months, and 12 months without flinching. There's no sunk cost worth riding out if the strategy isn't moving.
Once you've chosen someone, actually partner with them
Share your milestones, your product updates, your wins and your pivots. The more they know about your business, the better they can tell your story. And then give it time. Building media relationships and real brand credibility doesn't happen in a week. It never did.