Not necessarily. You have to weigh your available time and money. If you have more time, identify key influencers and build a relationship with them. If you have more money, then hire a PR firm who will do this in a way, but will really rent a lot of attention in the industry. Once you stop paying, their work will also stop and you will see an ever-increasing decline in the effectiveness that you once had.

Whereas, with a solid relationship with an influencer, your effectiveness increases.

I'm happy to discuss more, if you'd like to book a call.

All the best,
-Shaun

Press coverage can be very valuable to a start-up as it can lend credibility and help build trust in a brand. I am sure you have seen many web sites touting "As Seen In" followed by a list of media logos. Press coverage can also help tell your story in ways that advertising can't.

You may want to consider finding a PR consultant that specializes in your specific industry. They may consider working on a project basis unlike an agency that will likely want a monthly retainer.

Either way, I highly recommend developing a very clear set of objectives and managing the PR firm/consultant closely. Never set it and forget it!

Let me know if I can help you to further define a PR strategy and select the right PR consultant for you.

Totally depends on what value you a expecting back, what's the reason for hiring the agency and how much you're willing to invest in building the company/ startup profile.

Can you share any info on the startup and what you think a PR company will do, and what you'd expect to see as ROI?