Is Your Startup Ready for PR? How to Choose and Brief an Agency

Banjo Communications is a specialist PR and growth agency focused on Tech & Innovation | Startups & Scaleups | Digital. With 18 years of experience, we combine deep expertise in go-to-market strategy and international expansion, helping brands become household names and industry leaders.

Headquartered in London, we work with a partner network across Europe, the U.S., Asia, India, Africa, Australia, and South America, ensuring your business story resonates globally.

To support ambitious startups, we’ve created a practical guide covering:

• Why PR Matters

• What PR Can (and Can’t) Do

• The Right Time to Activate PR

• Getting Ready for a PR Agency

• How to Brief Your PR Partner Effectively

• Understanding PR Timelines

  
  

Why PR Matters

PR is crucial for startups because it builds credibility, visibility, and trust in ways other marketing channels often can’t. Unlike paid ads, which tell people what you say about yourself, PR shows that third parties—journalists, influencers, and industry leaders—recognise your value. That external validation is essential for a young brand trying to stand out.

What PR Can Do

Credibility & Trust

• Coverage in respected media or endorsements instantly boosts credibility.

• Earned media is generally trusted more than paid ads.

  
  

Brand Awareness & Reach

• Media features, interviews, and thought leadership reach broad, relevant audiences quickly.

• Can span multiple geographies without ongoing ad spend.

  
  

Storytelling & Positioning

• Shapes your narrative and highlights innovation in ways that resonate emotionally.

• Amplifies your story through third-party validation.

  
  

Investor & Partner Attraction

• Coverage signals momentum, attracting investors, partners, and top talent.

• Helps establish a credible ecosystem around your startup.

  
  

Long-Term Brand Equity

• Earned media stays online, contributes to SEO, and builds lasting authority.

• Unlike paid campaigns, its impact continues over time.

  
  

What PR Can’t Do

• Instantly sell your product – PR builds awareness but doesn’t replace a strong sales strategy.

• Control every story – Media decides how your story is told; you can influence it, but not dictate it.

• Fix a weak product or service – PR can highlight strengths but can’t cover up flaws.

• Work without preparation – Messaging, strategy, and readiness are essential.

• Deliver results on autopilot – Consistent storytelling, follow-up, and relationship-building are key.

  
  

The Right Time to Activate PR

PR works best once you have a clear story, measurable proof points, and a compelling narrative. Activating too early, without substance, can hinder credibility.

Ideal times to switch on PR:

• Product Launch or Major Update – Releasing a product, feature, or service that solves a real problem.

• Funding or Investment Milestones – Securing investment signals credibility.

• Partnerships or Collaborations – Strategic partnerships attract attention and reinforce your ecosystem.

• Significant Traction or Growth – Metrics like user growth, revenue milestones, or market expansion make your story compelling.

• Thought Leadership & Expertise – Share insights, research, or unique perspectives.

• Events or Awards – Industry recognition can amplify your brand.

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Getting Ready for a PR Agency

PR amplifies what already exists—it cannot create credibility, fix a product, or cover operational weaknesses. Ensure your business is watertight before engaging:

• Product/Service Ready – Solid, tested, and delivering value.

• Clear Brand Identity – Mission, vision, values, and unique selling points must be consistent.

• Customer Proof Points – Case studies, testimonials, or early user feedback (PR team can support this).

• Accurate Data & Metrics – Growth numbers, market potential, and key achievements.

• Operational Stability – Systems and infrastructure can handle new interest or customers.

• Legal & Compliance Checks – Ensure all claims are accurate and compliant.

  
  

Searching and Briefing a PR Partner

Best Practices:

1. Request Credentials – Case studies, client references, and examples relevant to your industry.

2. Choose 2–4 Agencies – Based on experience and chemistry with your team.

3. Write and Share a Briefing Document – Outline company overview, objectives, target audience, key messages, assets, budget, and point of contact (more on this below).

4. Call to Discuss the Brief – Allow the agency to ask questions and clarify expectations.

5. Review Proposal – Agency delivers a strategy and budget.

   
   

What to Include in Your PR Brief:

• Company Overview

• Objectives & Goals

• Target Audience

• 2–3 Key Competitors / Challengers

• Assets Available (e.g., images, videos)

• Budget & Scope

• Point of Contact

• How You Will Measure Success Internally (e.g., backlinks, SEO, quality or volume of media coverage)

  
  

Typical PR Timeline

Client Onboarding / PR Prep Work (1–3 weeks)

• Define objectives, key messages, target media, and story angles.

• Prepare all assets and approvals.

  
  

Outreach & Media Engagement (2–6 weeks)

• Pitch journalists, editors, and influencers.

• Follow up and provide additional information as needed.

  
  

Coverage & Amplification (2–4 weeks)

• Media begins publishing articles, features, or interviews.

• PR team shares coverage via social media, newsletters, and other channels.

  
  

Ongoing Relationship Building (Continuous)

• Maintain journalist and industry contacts.

• Plan future campaigns or follow-up stories to maintain momentum.

  
  

Conclusion

PR is a powerful tool for startups, but its impact depends on preparation, clarity, and timing. By getting your business ready, crafting a clear story, and partnering with the right agency, you can amplify growth, attract the right attention, and build lasting credibility.

For more guidance, please contact Lisa Wlodyka: lisa@thisisbanjo.com