We need to get press coverage for our product launch. How do we find a PR firm that works with early-stage startups on a budget?

Yes. For an early-stage launch, I’d avoid starting with a big-name agency. Look for a boutique firm, fractional PR lead, or project-based launch specialist that regularly works with seed/pre-seed companies.

Current 2026 pricing gives you a useful benchmark: freelance/fractional help can be around $3k–$7.5k/month, while boutique agency retainers commonly start around $5k–$10k+. A defined product-launch project can be more economical than signing a six-month retainer.

How I’d find one

• Start with firms that explicitly say “startup,” “seed,” or “launch PR.” Don't just search for "top PR agencies." You want evidence that they understand limited budgets and founder-led companies.
• Search for relevant case studies. If you're launching an AI product, for example, find firms that have actually placed early-stage AI companies in publications your customers read.
• Look at Clutch's PR packages to compare agencies by starting price and engagement structure.
• Ask founders in your accelerator, VC portfolio, or industry community. A referral from another founder with a similar launch is often more useful than an agency's awards page.
• Consider a project rather than a retainer. If your immediate need is one launch, ask for a 4–8 week campaign covering positioning, media list development, pitching, follow-ups, and launch reporting.

What to ask on the first call

I'd ask these five questions:

1. “Show me three startups similar to ours that you helped launch.”
2. “Which reporters/publications would you target for this specific product?”
3. “Who would actually do the pitching?” You want to know whether you're getting a senior PR person or mostly junior account staff.
4. “Can we do a fixed-scope launch campaign rather than a six-month retainer?”
5. “What happens if the launch doesn't generate coverage?” They shouldn't guarantee editorial placements; journalists make those decisions independently.

A particularly useful screening test

Before hiring anyone, give each finalist a one-page launch brief and ask them to come back with:

• 3 possible story angles
• 10–15 target publications/reporters
• their proposed launch timeline
• exactly what they will deliver
• total price

You'll learn a lot from the quality of those ideas. A good PR firm should be able to tell you why your launch is newsworthy, not simply promise to distribute a press release.

For example, one current startup-focused agency, PressFriendly, publishes a $5,000/month Seed/Series A plan and also offers custom consulting, while other providers advertise considerably cheaper founder-led programs. PressFriendly Fair Public Relations That gives you a sense of how wide the market is—and why comparing scope, not just price, matters.

If you tell me your product/category, approximate PR budget (e.g. $2k, $5k, $10k/month), and whether you're pre-seed/seed/Series A, I can research a shortlist of actual PR firms that fit those constraints.

Finding a PR firm for an early-stage startup on a tight budget requires looking past the massive global agencies (like Edelman or Weber Shandwick) whose minimum retainers can easily exceed$2 0 K−$3 0 K per month. Early-stage startups need agile, high-impact partners who understand lean execution and founder-led storytelling.

1. Alternative PR Models for Early-Stage Startups

Traditional multi-month retainers can drain a seed budget before you even see a headline. Consider these alternative structures:

• Fractional / Independent PR Consultants: Hiring a senior, ex-agency solo operator usually runs$5 K−$1 0 K/m o n t h (or a fixed project fee for a launch). They do the actual pitching instead of passing your account to a junior associate.
• Boutique Startup Specialists: Smaller, tech-focused boutique firms (e.g., Treble, Firecracker PR , or Otter PR ) often have structured launch packages designed specifically for seed-stage funding announcements or product drops.
• Pay-for-Performance or Hybrid Models: Some modern alternative agencies or platforms (like FameHero ) offer lighter commitments or milestone-based pricing, though you should always verify what "guaranteed" coverage actually means.

2. Where to Source and Vet Affordable PR Partners

• Founder Communities & Peer Recommendations: Ask fellow founders in Slack groups like Product Hunt, Lenny's Newsletter , or local tech founder circles. Word-of-mouth referral is still the most reliable trust signal in PR.
• G2 and Agency Spotter: Search B2B directories filtered by "PR agencies for small business" or "startup PR," making sure to filter by budget constraints.
• Look at Competitor Footprints: Look at early-stage competitors who recently announced a launch or funding round in tech media (TechCrunch, VentureBeat, etc.). Scroll to the bottom of the article or check the press release footer to see which boutique agency or freelancer was credited.

3. Red Flags to Watch Out For on a Budget

• The Junior Bait-and-Switch: Ensure the person pitching you on the sales call is the actual person executing the media outreach.
• Vague Promises of Tier-1 Coverage: If a budget agency guarantees a front-page New York Times or TechCrunch feature before even learning your product metrics, run away. Good PR secures targeted narrative traction, not empty vanity metrics.

To help narrow down the right approach, tell me:

• What is your approximate budget range for this launch?
• Is this a software (SaaS), consumer product, or deep tech/AI startup?
• Are you looking for an ongoing retainer or a one-time launch sprint?

Yes. For an early-stage launch, I’d avoid starting with big-name PR agencies. You’ll usually get better economics from a boutique firm, a senior PR consultant, or a fixed-scope launch campaign.

Current published pricing gives you a useful benchmark: startup-focused PR can range from roughly $2,000–$5,000/month for freelancers/boutiques, while larger agencies often start around $5,000+; some firms now offer one-time launch campaigns instead of retainers.

How I’d find one

• Define the launch before contacting firms. Have a one-paragraph description of the product, launch date, target customer, why it matters now, and any traction/data you can disclose.
• Look specifically for “startup,” “seed,” “founder-led,” or “launch campaign” experience. You don't necessarily need a firm that specializes in your exact industry.
• Ask for a project rather than a retainer. If your immediate goal is launch coverage, a 4–8 week campaign can make much more sense than paying $5k–$10k every month indefinitely.
• Interview 4–6 candidates. Ask each for 3–5 publications/reporters they'd target and, crucially, why those journalists would care about your story.
• Ask for relevant case studies. Don't be impressed merely by logos. Ask: What was the startup's stage? What was the news? What outlets did you actually secure? How long did it take?
• Make them explain what you are buying. You want actual media strategy, pitching, follow-up, and reporter relationships—not simply a press release distributed over a wire.

There are some useful examples of budget-friendly models currently available. pressfriendly.com publishes a $5,000/month Seed/Series A plan with month-to-month terms. getdigitize.com advertises a $4,500 fixed-price, six-week launch campaign, while lindsbcomms.com lists a six-week launch starting at $5,000 and project-based options starting at $3,000/month.

The questions I'd ask on the first call

1. “Which 10 reporters would you pitch for this launch?”
2. “What would you change about our story to make it newsworthy?”
3. “Show me 2–3 comparable startup launches you've handled.”
4. “How much of the work will be done by the senior person I'm talking to?”
5. “Can we do this as a 4–8 week launch project rather than a six-month retainer?”
6. “What happens if reporters aren't interested?”
7. “What exactly is included—strategy, media list, pitching, follow-ups, press release, founder prep, monitoring and reporting?”
8. “What would make you tell us not to hire you?”

That last question is particularly revealing. A good PR person should be willing to tell you when the launch isn't sufficiently newsworthy yet. Current startup PR guidance emphasizes that a launch needs a genuine news angle—such as meaningful differentiation, proprietary data, funding, a major customer, or another timely hook—to have a realistic shot at coverage.

One important budget tip

Don't optimize for the cheapest PR firm. Optimize for the smallest engagement that can plausibly achieve the outcome.

If you have, say, $3k–$7k total, I'd rather spend it on a sharp launch sprint with an experienced senior operator than sign a cheap six-month retainer with a generalist agency.

If you tell me your product/category, launch date, target geography (e.g. US/national, Pittsburgh, UK, etc.), and approximate PR budget, I can also put together a shortlist of actual PR firms/consultants that fit those constraints.

Finding a traditional PR firm for an early-stage startup on a tight budget is rarely cost-effective, as traditional retainers range from $5,000 to $25,000+ per month , making DIY founder-led pitching or specialized startup platforms a much smarter alternative. Below is how to evaluate your options and execute a launch affordably.

Watch this breakdown on how small businesses can secure press visibility and work with distribution platforms without hiring a pricey agency:

8:18 How Small Businesses Can Get Press Coverage Without an ...1 month ago YouTube · David Alex

Alternative Paths to Traditional PR Agencies

• Fractional or Project-Based PR Consultants : Instead of a monthly retainer, hire boutique solo practitioners or fractional PR experts via platforms like Upwork or startup networks who charge a flat project fee for a 4-to-6 week launch campaign.
• Modern PR Distribution Platforms : Use targeted wire and modern distribution tools like EIN Presswire or Press Ranger to syndicate your news directly to search engines and AI discovery tools.
• Founder-Led DIY Outreach : Most early-stage tech media prefer hearing directly from the builder. Research journalists who covered competitors in the last 90 days and pitch them directly with a short, 3-to-4 sentence personalized email from your personal inbox.

Step-by-Manner Execution Plan for Launch

1. Build a tight target list : Find 20 to 30 relevant journalists rather than blasting hundreds of random contacts.
2. Offer an exclusive : Give your top-choice journalist the story 7 to 10 days ahead of your public launch date.
3. Use an embargo : Allow secondary contacts to review materials early under an embargo so articles drop simultaneously on launch day.

If you'd like, let me know:

• Your industry or niche (B2B SaaS, consumer app, hardware, etc.)
• Your approximate launch budget

I can help you outline a direct founder-pitching template or evaluate whether a freelance consultant fits your goals.

Yes. For an early-stage launch, I’d avoid starting with big-name PR agencies. You can often get better value from a boutique firm, fractional PR lead, or freelancer who is actually doing the pitching.

Current 2026 pricing is pretty wide: traditional boutique startup PR is often around $5K–$10K/month, while project-based/fractional support can be substantially less.

How I’d find one

• Start with a fixed launch project, not a 6-month retainer. Ask for a 6–8 week launch campaign covering positioning, media list, pitching, founder prep, and follow-up. This lets you test them before committing.
• Look for people who specialize in your category. A PR person who has relationships with the 30 journalists covering your market is more valuable than a famous generalist agency.
• Ask specifically for early-stage references. Request 2–3 examples of companies at roughly your stage—not Fortune 500 case studies.
• Ask who will actually pitch. You want the senior person you meet to be involved, rather than being handed to a junior account coordinator.
• Make them explain your news angle before hiring them. A good PR firm should be able to tell you why a journalist would care about your launch, not merely promise to distribute a press release.
• Get three proposals. Give every firm the same one-page brief so you can compare scope and pricing directly.

A few budget-friendly places to investigate

fairpublicrelations.com advertises US founder/small-business PR at $797/month, with a three-month initial term. That's unusually inexpensive compared with traditional agency retainers, so I'd scrutinize exactly how much personalized pitching is included.

pressfriendly.com is more expensive at $5,000/month, but is explicitly built around seed/Series A startups and publishes its pricing. Its program is month-to-month and includes reporter outreach, media-list development and content support.

If you're in South Florida, verdiemedia.co is a Miami boutique worth investigating. It offers strategy calls at $275/hour and project-based work for launches/media campaigns, alongside larger retainers.

What I'd put in the RFP

Send prospective firms something like:

Product: [one sentence] Launch date: [date] Target customer: [customer] Why now: [what makes this newsworthy] Target media: [5–10 publications/podcasts/newsletters] Budget: [$X total] Goal: [e.g., 5–10 quality pieces/interviews] Engagement: One-time launch campaign Please provide: relevant case studies, proposed media angles, campaign scope, who will do the pitching, expected timeline, total fee, and references. One important warning: don't make "number of press releases sent" or "number of pitches sent" your success metric. You want quality coverage among publications that matter to your customers, investors, or hiring goals.

If you tell me your product/category, launch date, target geography, and approximate PR budget (e.g. $2K, $5K, $10K), I can shortlist 5–10 actual PR firms/consultants that fit and compare their pricing, startup experience, and launch capabilities.

Finding a PR firm for an early-stage startup on a tight budget requires looking past massive traditional agencies (which often demand $15K–$30K+ monthly retainers) and targeting agile alternatives. For a product launch, you need high impact without paying for a massive "junior bench" layer of account managers.

Here is a step-by-step blueprint on how to find, vet, and hire the right PR partner within your budget constraints.

1. Target the Right Size and Model

Large, multi-national agencies will treat a startup budget as an afterthought. Instead, focus on:

• Fractional/Solo PR Consultants: Experienced, senior ex-agency operators who work independently. They typically charge $5K–$10K/month (or project-based fees) and leverage direct journalist relationships.
• Boutique Tech/Startup Agencies: Small teams (10–30 people) specializing in early-to-growth-stage tech or specific verticals (like AI, B2B SaaS, or consumer tech). They offer high-touch strategy without enterprise bloat.
• Performance or Pay-per-Placement/Project Models: Some modern alternative firms or specialized boutiques use milestone or fixed-fee project models for launches rather than forcing a 6-month locking retainer.

2. Where to Search for Budget-Friendly Startup PR

• Founder Communities & Slack Groups: Ask peers in groups like Product Hunt, Indie Hackers, GrowthMentor , or local tech/founder slacks. Word-of-mouth recommendations yield boutique firms or solo operators who actually respect a startup budget.
• Clutch.co (Filtered): Use directories like Clutch.co Boutique PR Firms and filter by budget range and "startup" focus. Look for agencies explicitly highlighting work with seed or pre-seed companies.
• Startup-Focused PR Roundups: Review curated breakdowns of modern agencies like MVPR's Startup PR Guide or FameHero's Startup PR Overview which frequently detail boutique and accessible alternatives tailored to early-stage capital constraints.

3. How to Structure the Engagement for a Launch

Instead of an open-ended multi-month retainer, protect your cash runway by asking for:

• A Fixed-Fee Launch Project: A 6-to-8-week flat fee specifically mapped to the announcement window (teaser, embargoed pitches, launch day, and follow-ups).
• A "Month-to-Month" Pilot: Propose a 30-to-60-day trial to test their media relationships before committing further.

4. Vetting Questions to Ask on a Budget

• "Who is actually writing the pitches and emailing journalists?" (Make sure a junior coordinator isn't learning on your dime; with boutique/solo setups, you buy senior time).
• "Can you share 2–3 specific tier-1 or tier-2 placements you secured for a client with a similar profile/budget in the last 6 months?"
• "What do you expect us (the founders) to do?" (On a budget, you must provide strong thought leadership, proprietary data, or unique founder stories; the PR firm amplifies it, they don't invent it from scratch).

If you'd like to narrow this down, tell me:

• What is your approximate budget for the launch?
• Is your product B2B, B2C, or Deep Tech/AI?
• Are you looking for a one-time project fee or an ongoing retainer?

Finding a PR firm for an early-stage startup on a tight budget is tricky. Traditional mid-to-large PR agencies often demand massive monthly retainers ($10k–$25k+/month) and long-term lock-in contracts—which rarely make sense for a single product launch.

Instead of searching for a traditional "name-brand" agency, approach this like a targeted startup search.

1. Shift Your Target: Look for Boutique or Fractional PR

• Boutique Tech/Startup Agencies: Look for small, specialized shops (often 3 to 15 people) founded by former tech journalists or agency refugees. They have deep media relationships in your specific niche, lower overhead, and are far more flexible with project-based or short-term retainers.
• Fractional PR Consultants: Instead of an agency, hire a senior independent PR consultant. Many seasoned PR pros prefer working independently or fractionally (e.g., 10–20 hours a week) with early-stage startups. You get senior-level pitching instead of handing your account off to a junior coordinator.

2. Where to Find Them

• Startup-Focused Platforms & Directories: Check Clutch.co and filter for boutique PR agencies specializing in startups or small businesses. Look through roundups of modern startup PR alternatives like FameHero or tech-focused lists like Crackle PR to spot agencies known for working with leaner budgets.
• VC Portfolio Recommendations: If you have investors or went through an accelerator, ask their portfolio/marketing operations team. They keep running lists of boutique PR freelancers and agencies that consistently deliver for early-stage companies without enterprise pricing.
• X (Twitter) & LinkedIn: Search for hashtags like #PRagency, #TechPR , or ask publicly in startup communities like Indie Hackers, Product Hunt, or founder Slack groups.

3. How to Structure the Engagement on a Budget

• Opt for a Project/Launch Retainer: Avoid signing a 6-month or 1-year retainer out of the gate. Propose a focused 60-to-90-day sprint specifically built around the launch (pre-pitching embargoes, launch day, and immediate follow-ups).
• Pay for Performance or Milestone-Based Models (With Caution): Be wary of agencies promising "pay-for-placement" (paying only when an article goes live), as it can incentivize low-tier, spammy blog placements. However, milestone-based structures (a base fee for asset creation and pitching, plus a bonus for tier-1 media hits) are sometimes negotiable with hungry boutique firms.

4. Red Flags to Watch Out For

• The "Generalist" Trap: Avoid generalist agencies that claim they can pitch everything from restaurants to deep-tech SaaS. They will waste your limited budget learning basic industry terminology.
• Junior Hand-Off: During the sales pitch, you'll talk to the agency founder or senior partner. Make sure you explicitly ask who is actually doing the daily pitching. On a low budget, ensure you aren't paying boutique prices just to be the training ground for a junior account coordinator.

If you tell me your industry or niche (e.g., B2B SaaS, consumer hardware, fintech) and your approximate budget range , I can suggest the best-fit agency tiers or specific paths to take.

Finding a PR firm for an early-stage startup is less about finding the “biggest” agency and more about finding a team that understands startup constraints: limited budget, a single launch moment, and the need to create a compelling story rather than just send press releases.

Here’s a practical process:

1. Decide what kind of PR help you actually need

Before contacting firms, define the job:

• Launch-only campaign: You need help 4–8 weeks around a product announcement.
• Ongoing media relations: You want a steady stream of coverage over months.
• Founder visibility: You want interviews, podcasts, bylines, and thought leadership.
• Industry credibility: You need analyst, trade press, or customer validation.

For many seed-stage companies, a project-based consultant or boutique firm is a better fit than a large retainer agency.

2. Search in startup-specific places

Good sources:

• Ask your investors, accelerator mentors, and other founders for referrals.
• Look at companies similar to yours that launched recently and identify who represented them.
• Search for firms using terms like: - “seed stage startup PR”
• “Series A tech PR agency”
• “B2B SaaS launch PR”
• “startup product launch publicist”
• Look for boutique agencies that publish startup case studies and pricing. For example, some startup-focused firms publicly describe their seed/Series A offerings and pricing rather than forcing a long sales process.

3. Shortlist 5–8 firms and ask the right questions

Don’t just ask “how much does PR cost?” Ask:

• Have you launched products like ours?
• Which reporters would you target?
• What story angle would you pitch?
• Who will actually do the work?
• How many hours per month are included?
• What happens if there is no coverage after 60–90 days?
• Can we do a launch sprint instead of a 6-month retainer?

A good PR firm should talk about reporters, narratives, audiences, and timing—not just “getting visibility.”

4. Expect realistic pricing

Budgets vary widely, but early-stage options commonly include:

• Freelance PR consultant: lower-cost, focused help for a launch.
• Boutique startup PR firm: often several thousand dollars per month.
• Larger agency: usually much higher and often unnecessary for an early launch.

Some startup PR agencies publish retainers around the $5,000/month range for seed and Series A programs, while other sources describe smaller project-based approaches for earlier companies.

If your budget is below a few thousand dollars, consider hiring someone for a defined launch sprint rather than a full agency relationship.

5. Watch for red flags

Be cautious if a firm:

• Guarantees coverage in specific publications.
• Promises “hundreds of placements.”
• Focuses mainly on press-release distribution.
• Cannot name relevant reporters or publications.
• Wants a long contract before understanding your product.
• Measures success only by “impressions” or a stack of logos.

Earned media depends on having a story journalists care about. A strong firm will help sharpen that story before pitching.

6. Prepare your “PR package” before outreach

Have these ready:

• One-sentence product description
• Why now?
• Who has a problem and how you solve it
• Founder background
• Customer/user proof (if available)
• Screenshots/demo
• Launch date
• Any data, research, or unique insight you can share

The best PR partners amplify a strong story; they usually cannot manufacture one from scratch.

If you share your industry (B2B SaaS, AI, consumer, fintech, healthcare, etc.), funding stage, launch date, and budget range, I can suggest what type of PR partner to look for and how to evaluate candidates.

Finding a PR firm for an early-stage startup on a tight budget requires looking past traditional, massive agency retainers (which easily run$5,0 0 0 to$1 5,0 0 0+ per month). Instead, you want boutique firms, fractional PR consultants, or modern visibility platforms designed specifically for lean budgets.

Here is a step-by-step framework to find, vet, and hire the right PR support without breaking the bank:

- Traditional enterprise agencies (like Edelman) will price you out immediately . Instead, search for small, tech-forward boutique firms that explicitly cater to early-stage or seed-funded companies.
- Look at specialized lists or reviews like the [FameHero Startup PR Breakdown](https://famehero.com/blog/best-pr-agencies-for-startups) or [The Square's Startup PR Guide](https://the-square.co/roundups/best-pr-agencies-for-startups/) to find agencies offering lower-friction entry pricing or project-based launch packages rather than rigid 6-month retainers.[](https://famehero.com/blog/best-pr-agencies-for-startups) [[1]](https://famehero.com/blog/best-pr-agencies-for-startups)[[2]](https://famehero.com/blog/best-pr-agencies-for-startups)

- Many top-tier PR professionals leave large agencies to work independently as fractional PR directors or consultants. They charge a fraction of the agency cost because they have zero overhead.
- Search platforms like **Upwork**, **LinkedIn** (using terms like "freelance tech PR consultant" or "startup fractional PR"), or startup communities like **Product Hunt** and **Indie Hackers** to find seasoned pros who can execute a 4-to-6-week launch campaign.

- If an agency or consultant is out of your budget entirely, consider hiring a freelance publicist just to help you craft the pitch, then pitch journalists yourself using tools like **Qwoted**, **ResponseSource** , or **Muck Rack**.
- This hybrid approach gives you professional messaging strategy while you invest your sweat equity into media relations.

- When interviewing budget-friendly PR partners, don't get blinded by big promises. Ask for **proof of recent placements** in your specific niche (e.g., consumer tech, B2B SaaS, fintech) within the last 6 months. A junior freelancer with active relationships with 3 key tech reporters is worth more than a mid-tier agency that hasn't pitched your sector recently.

- Traditional PR firms love open-ended retainers. For a product launch, push for a **fixed-fee project scope** (e.g., a flat rate covering 2 weeks pre-launch prep, launch week blitz, and 1 week of follow-up). This protects your runway and keeps everyone laser-focused on the actual launch date.

To help narrow this down, could you tell me:

• What is your approximate budget for the launch?
• What is your industry/product type (e.g., B2B SaaS, consumer app, hardware)?

Yes. For an early-stage launch, I’d avoid starting with big-name PR firms. You’ll usually get better economics from a boutique agency, senior PR consultant, or a short launch-specific engagement.

Current 2026 pricing gives a useful benchmark: boutique agencies are commonly around $3k–$7k/month, while a single launch project can run roughly $5k–$15k. Some startup-focused firms are higher—for example, PressFriendly publicly starts at $5k/month for seed/Series A.

How I’d find one

• Start with your exact budget. If you can spend $2k–$5k total, ask for a launch sprint rather than a monthly retainer. If you can spend $5k+/month, boutique startup PR becomes more realistic.
• Look for companies whose case studies match your stage. You want recent examples involving seed/Series A startups and launches—not primarily Fortune 500 clients.
• Ask specifically about your target publications. A good firm should be able to name the reporters/outlets relevant to your category and explain why your launch is interesting to them.
• Prefer senior-led teams. Ask who will actually write the pitches and talk to reporters. A $5k retainer isn't attractive if the strategist disappears after the sales call.
• Don't pay primarily for a press release. The valuable work is developing the story, identifying reporters, pitching individually, following up, and preparing you for interviews.
• Consider a one-off campaign. For a single product launch, a 4–8 week project can make much more sense than signing a six-month retainer.
• Get references from founders at your stage. Ask: “What coverage did they get that wouldn't have happened without the agency?” That's much more revealing than a list of logos.

A few models worth investigating

pressfriendly.com — explicitly targets seed/Series A and publishes its $5k/month starting price.

pacepublicrelations.com — offers a six-week foundational program aimed at early-stage founders who aren't ready for a full retainer.

mitchell-communications.com — positions itself around scoped launch projects and shorter engagements rather than large locked-in retainers.

If you're under about $3k total, I'd seriously consider hiring a good freelance PR person for the launch rather than an agency. Current benchmarks suggest that sub-$3k retainers rarely represent a conventional agency doing substantial earned-media work.

The pitch I'd send agencies

Give them a one-page brief containing:

Product: what you're launching Date: target launch date Customer: who it's for Problem: what painful problem it solves Differentiator: what's genuinely new Traction: users, revenue, customers, funding, notable partners, etc. Target coverage: e.g. TechCrunch, The Verge, niche industry publications Budget: “We're looking for a 4–6 week launch engagement around $X.”

Then ask each firm:

“Based on this, what would your media angle be, which reporters would you target, what would you do during the campaign, and what would you charge?” That question will quickly separate people who actually understand startup PR from firms that are just selling press releases.

One important caveat: don't let anyone guarantee earned coverage in a specific publication. A credible PR firm can promise a process and targeted outreach, but journalists—not the agency—decide whether something gets covered.

If you tell me your product category, approximate budget (e.g. $2k, $5k, $10k), and target publications, I can also research and shortlist 5–10 specific PR firms/consultants that fit rather than giving you a generic directory.