If you’re a startup founder, chances are the first thing you’ll check while hiring a PR agency for startups is their fee. Fair enough. But should it be the only deciding factor? Nope.

Let me tell you why—years ago, as a CMO of a startup, I pulled some strings and got India’s biggest PR agency on board at a fraction of their usual cost. My mentor warned me, but I was too thrilled about working with a top-tier brand (who wouldn’t be?).

The engagement was short-lived.

Why? We were too small for them to care. Not their fault—it simply wasn’t a business priority for them. This is where choosing the right PR agency for SMEs or startups makes all the difference.

So, what should you actually look for in a startup PR strategy? Here are five things to keep in mind. (Heads up—this article has a shameless sales plug-in 😛)

1. Does the PR Agency Understand Innovation PR?

Most startups are category creators—think fintech, EV software, deeptech. Your startup PR strategy isn’t just about brand promotion but also explaining why your category exists. A strong PR agency must have experience in crafting narratives that position your business as an industry leader.

Case Study: Celcius Logistics

When we started working with Celcius Logistics, a tech-enabled cold-chain logistics startup, the challenge was clear: mainstream media wasn’t keen on logistics stories, let alone the niche of cold-chain logistics. But we turned this around by positioning Celcius as a pioneer solving India’s food wastage problem.

A. Created a Compelling Narrative

We shifted the focus from ‘logistics’ to ‘solving food wastage’—a critical issue in India’s supply chain. By highlighting how Celcius’s indigenous tech platform ensures an unbroken cold chain, we made the story relevant to a broader audience.

Outcome: Media started covering how Celcius was addressing a critical national issue.

B. Positioned Celcius as a Category Leader

Given their offering across primary to secondary transportation and warehousing to hyperlocal deliveries, we made the “unbroken cold chain” the cornerstone of Celcius’s brand identity. This wasn’t just PR—it was category creation.

Outcome: Celcius became synonymous with innovation in cold-chain logistics, dominating 80% share of voice.

C. Amplified Founder Visibility

We ensured that Swarup Bose, Celcius’s founder, was seen as a thought leader in logistics. From speaking at industry forums to being quoted in top business media, Swarup became the face of cold-chain innovation.

Outcome: Increased credibility, investor interest and high-impact media coverage.

Pro PR tip: PR isn’t about pushing stories; it’s about building belief in a new way of thinking.

2. What’s the Real Cost of PR?

The PR agency you choose must be transparent about pricing. The monthly retainer is just the tip of the iceberg. Dig deeper into the scope of work:

1. Who’s responsible for brainstorming PR narratives—you or the agency?
2. Who’s writing the press releases and articles?
3. How much time will you need to invest monthly?
4. What’s the team structure on both sides?
5. How many deliverables are organic vs. paid, and what’s the budget for paid promotions?

As a startup, you likely don’t have a dedicated PR team. You need an agency that acts as your extended PR arm, handling everything from strategy to execution.

At Umanshi PR, for instance, we don’t just strategize—we roll up our sleeves and get the work done. No extra burden on you.

3. Share Your Ambition, Not Just Your Coverage Goals

Many startups walk into PR discussions with goals like:

1. “I want 20 media coverages per quarter.”
2. “I want to be in Times of India, Indian Express and Economic Times.”

Cool. But does that actually solve your business challenge?

Instead, tell your PR agency why you need PR. Is it to attract investors? Hire top talent? Increase category awareness? Drive strategic business growth? Let the agency craft the right approach.

Case Study: Lingaro – PR Solving The Talent Acquisition Problem

Lingaro, a Polish IT giant, struggled to attract top Indian tech talent due to low brand awareness in a competitive market. We positioned Lingaro as a promising employer brand through:

1. Strategic media outreach
2. Thought leadership content
3. CEO-led storytelling

By showcasing its global legacy, innovation and work culture, we secured top-tier media placements, driving:

1. 45% spike in career page traffic
2. 500% surge in job applications
3. 280% increase in offer acceptance rates—all through organic PR, with zero ad spend.

Pro PR tip: A well-planned PR strategy for startups or SMEs should help them achieve their business goals.

4. Is Your PR Agency Partner Beyond the Pitch?

Most PR agencies send their best people to pitch meetings. Then? You never see them again. Instead, a junior team takes over, with occasional senior check-ins.

Ask upfront:

1. Who will lead daily execution vs. oversee strategy?
2. How often will senior leadership be involved?

At Umanshi PR, every review meeting is led by a senior partner. No disappearing acts.

5. Can They Provide Media Intelligence?

Media is your first consumer in PR. If journalists aren’t excited about your story, it won’t get covered.

A good PR agency for startups or SMEs should offer media intelligence, including:

1. Dipstick surveys—speaking to journalists to gauge interest in your category.
2. Media perception audits—after 6 months, check how journalists see your brand and founders.
3. Narrative alignment—ensuring your media coverage reflects your business goals.

Pro PR tip: This shouldn’t come at an extra cost—it should be part of the retainer 🙂

Final Thoughts

Hiring a PR agency for startups isn’t just about ticking boxes. It’s about finding a partner who understands your vision, your challenges and your ambition. Someone who doesn’t just deliver coverages but helps you build a narrative that drives real business growth.

So, the next time you’re evaluating a PR agency for your business, don’t just ask about costs. Ask: Can you help me tell a story that matters?

Final sales plug-in – If you’re a startup or SME looking for strategic PR, hit me up. Let’s make your brand unmissable

About the Author

Hi, I’m Tamanna Gupta, an IIMB graduate. With 20+ years of experience in sales and marketing across 60+ industries and 300+ brands, I’ve been in your shoes—navigating the startup world, making mistakes and learning along the way.

If you’re looking for a PR partner who gets startups and SMEs, let’s chat. And if you found this blog helpful, share it with your network. Because let’s face it—startups need all the help they can get!