From identifying the right expertise to aligning on shared goals, choosing a PR firm can be a pivotal decision for any startup. Elliot Tomaeno, founder of ASTRSK, shares his insights on the key questions every founder should ask to find a PR partner that delivers real impact and understands their vision.
A lot of startups come to me not really knowing the right questions to ask when looking for a PR firm.
Look, finding the right PR agency is no small task - whether you’re new to the game or have already worked with multiple firms. PR professionals are excellent at presenting themselves (it’s what we do!), which can make it tough to differentiate between agencies with the expertise you need and those just eager for a new retainer.
It’s no surprise, then, that many startups don’t nail it on the first try. Just last week a VC shared with me that most of her portcos fire at least two agencies before finding the right fit.
So, how do you avoid the guesswork and find the right match?
Look for a Partner, Not a Vendor
For a PR firm to tell your company’s story effectively, it needs to truly understand your business. A common frustration I hear from startups is that their PR agency “gets the product” but not the mission or personality behind it.
The best PR firms are strategic partners, not just content distributors. They align with your vision, dig deep into the problem you’re solving, and deliver creative solutions that amplify your story.
Start with These Key Questions
Before diving into contracts, step back and ask yourself:
1. What are my biggest needs?
Just like car shopping, the “best” PR agency depends on your unique situation. Are you looking for comprehensive support or just someone to handle specific projects? Many firms are generalists, while others specialize (some catering to a very specific clientele). A clear understanding of your needs ensures you hire the right fit.
2. What’s my financial situation?
PR costs can vary dramatically—from a freelancer at $2,000/month to top-tier firms charging $100,000 per month. Evaluate your budget and business stage carefully to avoid overcommitting.
3. How quickly do I expect results?
PR is a long game. Results take time, often three months or more. Think of onboarding a PR firm like hiring an employee: the first month is for alignment and learning, with measurable outcomes coming later.
Setting Up for Success
PR firms can be transformative, but only if you find the right one—and that may take a few tries. By clarifying your needs, being realistic about timelines, and choosing a firm that aligns with your goals, you can build the kind of partnership that has the potential to make a real tangible impact on business outcomes (especially for startups)!
