Your brand story is so much more than a mission statement on your website. It’s the human connection that turns a potential customer into a loyal advocate. As a founder, your personal journey is often intertwined with your business’s origin, and sharing that narrative is one of the most powerful tools you have. It’s what gives your brand a soul and makes it memorable in a crowded market. Before you can earn media placements, you need a story worth telling. A great entrepreneur pr agency doesn’t just pitch reporters; they help you unearth the most compelling parts of your journey and shape them into a narrative that resonates.
Key Takeaways
- Invest in your reputation to drive real growth: Public relations is a long-term investment that builds credibility and authority through earned media. This third-party validation is more powerful than advertising for attracting high-value customers, investors, and talent.
- Your story is the foundation of your PR strategy: Before you can earn press, you need a clear and authentic narrative. The most crucial first steps are to define your core message and then find a partner with proven expertise in your industry to help you tell that story effectively.
- Success in PR requires a true partnership: The best results come from treating your agency as an extension of your team. This means setting specific, shared goals from the start, maintaining open communication, and collaborating closely to ensure your PR efforts align with your ultimate business objectives.
How a PR Agency Can Grow Your Business
You’ve poured everything into building a business, a brand, or a book that you believe in. But if the right people don’t know it exists, you’re leaving your growth to chance. This is where public relations comes in. It’s not just about getting your name in the headlines; it’s a strategic function designed to build a lasting reputation and drive real business results. A great PR agency acts as your partner, helping you tell your story in a way that connects with your audience and opens doors to new opportunities.
Working with a PR firm is about playing the long game. It’s the difference between a fleeting moment of attention and building a brand that people trust, respect, and want to invest in. Through a mix of media relations, strategic storytelling, and expert positioning, an agency can help you cut through the noise. They find the most compelling parts of your story and share them with the world, creating a powerful narrative that supports your goals, whether that’s increasing sales, attracting talent, or securing your next round of funding. The following points break down exactly how a PR agency can become one of your most valuable assets for growth.
Build visibility and credibility
Getting seen is one thing; being believed is another. A PR agency works to achieve both. By securing placements in reputable media outlets, they put your brand in front of a wider audience. But more importantly, that placement comes with a powerful dose of third-party validation. When a trusted publication or journalist features your story, it lends you their credibility. This kind of earned media builds a strong public image and fosters genuine trust in your brand.
Unlike advertising, where you’re paying to say you’re great, PR creates a scenario where others are saying it for you. This is far more effective for building a solid reputation. Consistent, positive press shows that you are a legitimate and respected player in your field. Our clients have seen firsthand how strategic features can transform their public profile, turning them from a relatively unknown name into a recognized and trusted brand. You can see some of our clients’ recent press features to get a sense of the impact.
Become an industry authority
Once people know who you are, the next step is to show them what you know. A PR agency can help position you as a leader in your industry. This goes beyond simply promoting your product or service; it’s about establishing you as the go-to expert with valuable insights to share. Your agency will identify opportunities for you to contribute expert commentary, write bylined articles, or appear on influential podcasts and panels.
This process of building thought leadership is crucial for long-term brand strength. It demonstrates your deep understanding of your field and builds a following of people who look to you for guidance. By consistently sharing your expertise, you create a moat around your brand that competitors can’t easily cross. You become more than just a business owner; you become a trusted voice. This is a core part of the strategic approach we take with our clients.
Shape your public perception
If you don’t tell your story, someone else will. A PR agency helps you take control of your brand’s narrative. They work with you to craft a compelling story and then find the right channels to share it. This is done through earned media—coverage you don’t pay for directly. Because it’s vetted by journalists, earned media feels more authentic and carries more weight than a paid ad.
A PR team helps manage how people perceive your brand by ensuring your key messages are communicated clearly and consistently. They are your advocates in the media landscape, pitching stories that highlight your strengths, your mission, and your unique value. This proactive approach allows you to shape public opinion rather than react to it. By securing positive stories, you build a reservoir of goodwill that can help you weather any future challenges. Our past results show how we’ve helped founders and CEOs shape their public image effectively.
Attract investors
For many entrepreneurs, securing funding is a critical step for growth. A strong PR strategy can be a game-changer in this process. Investors look for signals of market validation and potential, and positive media coverage is one of the most powerful signals you can send. A feature in a major business publication shows that your startup is gaining traction and is being taken seriously by industry watchers.
This kind of press coverage helps attract investors by showing your startup’s potential before you even walk into a pitch meeting. It adds a layer of credibility to your business plan and demonstrates that there’s a market ready for what you’re building. Having a portfolio of press clippings can make your pitch deck more compelling and give you a significant advantage during funding rounds. If you’re an entrepreneur looking to make your business more attractive to investors, you can book a call to discuss how PR can support your goals.
The PR Hurdles Every Founder Faces
As a founder, you’re used to wearing multiple hats and overcoming challenges. But when it comes to public relations, the hurdles can feel particularly high. You know you need to get your story out there to build your brand, attract customers, and secure your legacy, but figuring out how to do that effectively is another story. These challenges are completely normal—in fact, nearly every entrepreneur we work with faces them. Recognizing them is the first step toward creating a PR strategy that not only works but also feels manageable and aligned with your goals. Let’s walk through the most common obstacles and how to think about them.
Working with a tight budget
Let’s be real: as a founder, every dollar counts. With “limited budgets” being a constant reality, PR can feel like a luxury you can’t afford. Many entrepreneurs put public relations on the back burner, choosing to spend on things with more immediate, trackable returns. But this can be a short-sighted move that hinders long-term growth. The key is to shift your mindset from viewing PR as an expense to seeing it as an investment in your brand’s credibility and visibility. Finding a partner with transparent pricing allows you to plan effectively and commit to building the kind of brand authority that pays dividends for years to come.
Lacking media connections
You can have the most compelling story in the world, but it won’t matter if it never reaches the right people. One of the biggest hurdles for founders is “connecting with relevant media and influencers.” Building genuine relationships with journalists, editors, and producers takes an incredible amount of time and strategic effort. Sending cold emails into the void rarely works because the media world runs on trust and relationships. Without established connections, it’s incredibly difficult to get your pitch noticed and secure the kind of high-quality features that make a real impact on your business and brand.
Finding the time for PR
Between developing your product, managing your team, and keeping customers happy, who has time to become a PR expert? Founders are already stretched thin, and adding another major responsibility to the list is often unsustainable. Effective PR isn’t a one-and-done task; it requires consistent effort, from crafting compelling narratives and personalized pitches to persistent follow-up and relationship management. It’s a full-time job. If you can’t dedicate significant, focused hours to it each week, your efforts will likely fall flat. This is why many successful founders choose to offload the heavy lifting to a dedicated team.
Preparing for a crisis
What’s your plan when a negative review goes viral or a product launch hits a snag? For most founders, the answer is a panicked scramble. It’s easy to focus on positive press, but being unprepared for the negative is a massive risk. As the saying goes, “bad timing can ruin a good story,” and an unexpected crisis can quickly derail all your positive momentum. A solid crisis communication plan is not about expecting the worst; it’s about protecting the brand you’ve worked so hard to build. It ensures you can respond swiftly, professionally, and effectively, maintaining trust with your audience even when things go wrong.
Measuring your results
“Is this actually working?” It’s a fair question, and in PR, it can be a tricky one to answer. One of the biggest challenges is “measuring the ROI of PR campaigns.” Unlike digital ads, you can’t always draw a straight line from a feature in a major publication to a specific number of sales. The value of PR is often seen in less tangible, but equally important, metrics: increased brand authority, enhanced public perception, and greater trust with your audience. Learning how to measure PR involves looking at a mix of qualitative and quantitative results to see the full picture of its impact on your business.
What to Look For in a PR Partner
Choosing a public relations agency is one of the most important decisions you’ll make for your brand. This isn’t just another vendor; this is the team you’re trusting to shape your story and share it with the world. The right partner becomes an extension of your team, a strategic guide who understands your vision and knows how to make it a reality. But with so many options out there, how do you find the one that’s a perfect fit? It comes down to looking for a few key qualities that separate the great agencies from the rest.
Expertise in your industry
You wouldn’t hire a real estate lawyer to handle a patent dispute, and the same logic applies to PR. Look for an agency that lives and breathes your industry. If you’re a non-fiction author or a CEO building a personal brand, you need a partner who knows the difference between a feature in Forbes and a mention in a niche trade journal. They should already have relationships with the editors, journalists, and producers who matter to you. An agency with deep expertise in your field won’t need a learning curve; they can hit the ground running and start securing meaningful placements from day one.
A strong track record
Talk is cheap, but results speak for themselves. A great PR partner will have a portfolio filled with proof of their success. Ask to see case studies and examples of recent press they’ve secured for clients similar to you. Don’t just look at the logos of the media outlets; look at the quality of the coverage. Was it a fleeting mention or a thoughtful feature that positioned their client as an expert? A proven track record demonstrates that the agency has a repeatable process for success, giving you confidence that they can do the same for you. This is an investment in your brand’s future, and you deserve to see the receipts.
A strategic, not just tactical, plan
Anyone can send out a press release. A true PR partner builds a comprehensive strategy tailored to your specific business goals. During your initial conversations, they should be asking more about your objectives than their own services. Are you trying to attract investors, drive book sales, or secure a speaking tour? The right agency will start with your desired outcome and work backward, creating a roadmap that uses PR to get you there. Your PR plan shouldn’t be a list of tactics; it should be a strategic narrative that unfolds over time, building momentum and establishing you as a leader. A customized strategy is the difference between getting press and building a legacy.
The right team culture
The relationship between a client and a PR agency is a close one, so a culture fit is essential. Some entrepreneurs thrive in the environment of a large, global agency, while others prefer the personalized, hands-on approach of a boutique firm. Smaller, specialized agencies are often more agile and can offer direct access to senior-level talent. Think about what kind of partnership you want. Do you want to be a big fish in a small pond or vice versa? Get to know the people behind the agency and ask yourself if they feel like a team you’d want to work with every day.
Clear and honest communication
A successful PR partnership is built on trust, and trust is built on clear and consistent communication. Before signing a contract, make sure you’re aligned on what communication will look like. How often will you have check-in calls? What will their reporting include? A great partner won’t just share the wins; they’ll be honest about what’s not working and be ready to pivot the strategy. They should feel as invested in your long-term goals as you are. This transparency is critical for building a relationship that can weather challenges and celebrate successes together, ensuring you’re always on the same page.
Pricing that fits your budget
PR services come in a variety of pricing structures, from monthly retainers to project-based fees and pre-set packages. It’s important to find an agency whose model aligns with your budget and the scope of your needs. While it can be tempting to go with the cheapest option, it’s better to view PR as an investment in your brand’s growth. A higher price tag often reflects a greater level of experience, more robust media connections, and a more strategic approach. Ask for a clear breakdown of costs so you understand exactly what you’re paying for. Many agencies offer different PR packages to provide a clear and predictable investment.
Key PR Services Your Business Needs
When you partner with a PR agency, you’re not just paying for press releases. You’re investing in a suite of services designed to build and protect your brand. A great agency offers a strategic mix of services that work together to tell your story, connect with your audience, and establish your authority. While every entrepreneur’s needs are different, there are a few core services that form the foundation of any successful PR strategy. Understanding what these are will help you find the right partner and set clear expectations for what you want to achieve.
Media relations and press features
At its core, media relations is about building relationships with journalists, editors, and producers to secure positive coverage for your business. This is how you get your brand featured in the magazines, websites, and podcasts your ideal customers already trust. A PR agency handles the entire process, from finding the right reporters to pitching them a compelling story. These press features do more than just generate buzz; they show potential customers what makes your business valuable and give you a powerful stamp of third-party credibility that you can’t buy with advertising.
Crafting your brand story
What is the “why” behind your business? A compelling brand story is the heart of good PR. It’s the narrative that connects with people on an emotional level and makes your brand memorable. An agency will help you refine this story, ensuring it’s authentic, consistent, and resonates with your target audience. This isn’t just about writing a mission statement; it’s about shaping the information you share to create genuine interest and positive feelings around your brand. This story becomes the foundation for all your messaging, from press pitches to your website copy.
A solid digital PR plan
In today’s competitive market, a strategic PR plan is essential for standing out. It’s your roadmap for getting attention and building relationships online. This goes beyond traditional media to include securing backlinks from high-authority sites, collaborating with influencers, and getting featured in industry-specific blogs. A good digital PR plan ensures your brand shows up where your audience is already spending their time. An agency can help you develop a customized strategy that aligns with your specific business goals, making sure every effort is purposeful and effective.
Crisis communication support
No founder wants to think about a crisis, but being prepared is non-negotiable. Crisis communication is about having a plan in place to manage difficult situations and protect your hard-earned reputation. Whether it’s a negative review that goes viral or a product recall, a PR agency can help you respond quickly, transparently, and effectively. They’ll help you manage the narrative, communicate with stakeholders, and minimize damage. Having an expert team to support you during a challenging situation can make all the difference in maintaining public trust.
Media training for interviews
Securing a big interview is only half the battle; you also have to nail it. Media training prepares you to handle any interview with confidence and poise. Your PR team will coach you on how to deliver your key messages clearly, answer tough questions without getting flustered, and present yourself as a credible, polished expert. This training is invaluable for anyone who serves as the face of the brand. It ensures you make the most of every media opportunity and represent your company in the best possible light, turning interviews into powerful assets for your business.
Building your thought leadership platform
Thought leadership is about positioning yourself as a leading expert in your industry. It’s a powerful way to build credibility and trust. A PR agency can help you develop a platform by securing opportunities for you to share your insights, such as writing bylined articles for major publications, speaking at industry conferences, or providing expert commentary for news stories. This strategy shifts the focus from just promoting your business to sharing your valuable knowledge. Over time, this makes you the go-to person in your field, attracting clients, investors, and top talent who want to work with a true industry authority.
Top PR Agencies for Entrepreneurs
Finding the right PR agency is a lot like finding the right co-founder. You need a partner who understands your vision, speaks your language, and is fully invested in your success. The “best” agency isn’t a one-size-fits-all solution; it’s the one that aligns with your industry, budget, and specific goals. Whether you’re a tech founder trying to break into a competitive market or a non-fiction author looking to build a thought leadership platform, there’s an agency out there with the right expertise.
To help you find your perfect match, I’ve put together a list of top PR agencies known for getting incredible results for entrepreneurs. Each one has a unique strength, from specializing in SaaS startups to crafting powerful narratives for personal brands. Think of this as your curated guide to finding a team that can help you tell your story, build your credibility, and connect with the people who matter most to your business.
Leverage with Media PR
Leverage with Media PR specializes in helping startups and entrepreneurs build their brand presence through strategic media relations and targeted campaigns. They have a unique focus on turning experts, non-fiction authors, and CEOs into go-to authorities in their fields. Instead of a cookie-cutter approach, their team works closely with you to craft a personalized strategy that gets to the heart of your story. If you’re looking to share your message on a bigger stage and build a powerful personal brand, their proven results show they know exactly how to make that happen. They excel at securing the kind of media placements that don’t just get you seen—they get you respected.
Kite Hill PR
If you’re in the tech world, Kite Hill PR should be on your radar. They focus on providing tailored public relations strategies for tech startups, helping them gain visibility and credibility in competitive markets. The team at Kite Hill understands the fast-paced tech landscape and knows how to translate complex ideas into compelling stories that resonate with journalists and customers alike. They are particularly skilled at positioning B2B and B2C tech companies for growth, making them an excellent partner for founders looking to stand out in sectors like ad-tech, mar-tech, and fintech. Their deep industry knowledge helps you connect with the right audiences at the right time.
BLASTmedia
BLASTmedia is known for its expertise in media relations and content marketing, particularly for SaaS companies, helping them to effectively communicate their brand story. They were the first PR agency to focus exclusively on SaaS, and that deep specialization shows. They understand that for B2B software companies, PR isn’t just about brand awareness—it’s about generating leads and proving value. By integrating media relations with a strong content strategy, they help you educate your market and build trust with potential customers. For any SaaS founder, BLASTmedia offers a focused approach that directly supports business objectives.
Diffusion PR
For founders who want a modern, multi-channel approach, Diffusion PR is a fantastic choice. Diffusion PR offers a unique approach to public relations by combining traditional media outreach with innovative digital strategies, making it ideal for modern entrepreneurs. They understand that today’s audience is found everywhere, from top-tier publications to niche blogs and social media feeds. Their campaigns are creative and integrated, ensuring your message is consistent and impactful across all platforms. This makes them a great fit for consumer brands and tech companies that want to build a vibrant, engaged community around their products and mission.
Otter PR
Otter PR is dedicated to helping startups and small businesses amplify their message through strategic PR campaigns that focus on storytelling and audience engagement. They’ve earned a reputation for being a go-to agency for emerging brands and entrepreneurs who are ready to make a name for themselves. Their focus on powerful storytelling helps you connect with your audience on an emotional level, building a loyal following. If you’re just starting your PR journey and want a team that is passionate about helping new voices get heard, Otter PR provides the energy and expertise to get you noticed in major media outlets.
5WPR
For entrepreneurs looking for a powerhouse agency that can handle it all, 5WPR is a top contender. As a full-service PR agency, 5WPR provides comprehensive public relations services, including media relations, crisis management, and influencer marketing, tailored for entrepreneurs. Their large team has deep expertise across a wide range of industries, from consumer products to corporate and tech. This makes them an ideal partner for founders with ambitious goals or complex needs who want a single agency to manage their public image. They have the resources and connections to execute large-scale campaigns that drive significant impact.
Clarity PR
Clarity PR specializes in helping brands articulate their vision and connect with their audience through impactful storytelling and strategic media placements. They believe that a powerful story is at the heart of every successful brand. The team at Clarity PR works with you to refine your core message and craft a narrative that captures your mission and values. They are particularly skilled at working with fast-growing technology companies and mission-driven brands that are looking to make a real impact. If you have a big vision for your company, Clarity can help you communicate it in a way that inspires and motivates your audience.
Method Communications
Method Communications focuses on creating meaningful connections between brands and their audiences through innovative PR strategies and effective communication. They go beyond just securing headlines, aiming instead to build lasting brand reputation and affinity. Their approach is strategic and thoughtful, ensuring that every piece of coverage supports your larger business goals. With a strong foothold in both the tech and consumer sectors, Method Communications is known for its smart, creative campaigns that break through the noise. They are an excellent partner for founders who value strategic thinking and want to build a brand that people genuinely care about.
How to Set Your PR Budget
Figuring out how much to spend on public relations can feel like a shot in the dark, but it doesn’t have to be. Setting a PR budget is less about picking a random number and more about making a strategic investment in your brand’s future. Think of it as funding the growth of your reputation. The right budget gives your PR partner the resources to land meaningful media features, build your credibility, and establish you as a leader in your field.
Before you can decide on a number, you need to understand what you’re paying for. The cost of PR is shaped by your goals, your industry, and the agency’s experience. A campaign to get your book on a national bestseller list will require a different investment than one focused on securing guest posts on industry blogs. By understanding the key factors that influence pricing and how to measure your return, you can create a budget that aligns with your ambitions and sets you up for success. Let’s walk through the essential steps to build a smart PR budget.
Understand common pricing models
PR agencies structure their fees in a few common ways, and knowing the difference will help you find the right fit. The most popular model is a monthly retainer, where you pay a fixed fee each month for an agreed-upon scope of work. This is great for ongoing, long-term PR efforts. You might also find agencies that offer PR packages, which bundle specific services like media outreach and content creation for a set price. This is perfect if you have a clear, project-based goal, like a book launch. Some agencies also work on an hourly basis, which can be useful for smaller, one-off tasks, but it can be harder to budget for consistently.
Know what influences the cost
Not all PR campaigns cost the same, and the price tag is usually tied to three things: the agency’s expertise, your industry, and your goals. A well-established agency with a strong network of media contacts and a history of major placements will naturally command a higher fee. Your industry also plays a part; competitive fields like tech or finance often require a more aggressive and costly strategy. Finally, your ambitions matter. If you’re aiming for features in top-tier publications like Forbes or The New York Times, the investment will be greater than if you’re targeting niche blogs. Understanding these factors helps you set realistic expectations for your budget.
Measure your return on investment
One of the biggest questions founders ask is how to measure the ROI of their PR efforts. Unlike a digital ad where you can track clicks to sales, PR’s value is measured in credibility and perception. The return comes from building trust and authority through earned media—coverage you don’t pay for. You can track metrics like website traffic from media mentions, increases in social media followers, and the “Domain Authority” of the sites that feature you. More importantly, consider the long-term impact. A feature in a major publication can lead to speaking engagements, attract investors, and give you a powerful asset you can leverage for years.
Assess the true value of PR
When you’re looking at proposals, it’s tempting to go with the lowest bidder, but in PR, a higher price often reflects greater value. You’re not just paying for someone to send emails; you’re investing in strategic counsel, high-level media relationships, and a team with the experience to protect and grow your brand. An experienced agency knows how to craft a story that resonates with journalists and can get you in front of the right audiences. Think of it as an investment in your brand’s equity. The proven results a top-tier agency can deliver—like establishing you as a go-to expert—provide a return that far outweighs the initial cost.
Allocate your resources wisely
Once you have a handle on pricing and value, it’s time to allocate your budget. Start by defining your most important goal. Is it to drive sales for a new product, build your personal brand as a thought leader, or attract investors? Your primary objective will determine where you should focus your resources. Look for a partner whose expertise aligns with that goal. If you’re a non-fiction author, you need an agency that knows how to pitch books and secure author interviews. Don’t spread your budget too thin across too many initiatives. Instead, invest in a focused strategy with a team that has a track record of success. If you’re ready to see what a strategic investment can do for your brand, you can book a consultation to discuss your goals.
How to Tell Your Brand’s Story
Your brand story is so much more than a mission statement on your website. It’s the human connection that turns a potential customer into a loyal advocate. As a founder, your personal journey is often intertwined with your business’s origin, and sharing that narrative is one of the most powerful tools you have. It’s what gives your brand a soul and makes it memorable in a crowded market. A compelling story provides the context and emotional hook that journalists look for and gives customers a reason to choose you.
Before you can earn media placements, you need a story worth telling. This is the foundational work of public relations. It involves digging deep to find the “why” behind your work—the passion, the problem you set out to solve, and the vision you have for the future. A great PR partner doesn’t just pitch reporters; they help you unearth the most compelling parts of your journey and shape them into a narrative that resonates. The team at Leverage with Media knows that every entrepreneur has a unique story, and our expertise lies in helping you tell it effectively to the world.
Define your core message
Your core message is the single, simple idea at the heart of your brand. If someone only remembers one thing about you, what should it be? This isn’t your tagline; it’s the fundamental truth of why your business exists. To find it, ask yourself: What problem am I truly solving for my customers? What unique perspective do I bring to the table? A strong core message acts as your North Star, guiding every piece of content you create and every interview you give. Crafting this message is the first step toward building authentic connections with your audience and making your brand unforgettable.
Create a compelling narrative
Once you have your core message, it’s time to wrap it in a story. People are wired for narratives, not for data points. A compelling narrative has a clear beginning (the challenge or problem), a middle (your journey to find a solution), and an end (the transformation you offer your customers). Think like a storyteller. Who is the hero of your story? (Hint: it’s your customer). What obstacles did you face? What did you learn along the way? Sharing your struggles and triumphs makes your brand human and relatable. This is how you build trust with audiences and turn casual followers into loyal advocates.
Pinpoint your ideal audience
You can’t tell a powerful story if you don’t know who you’re talking to. A narrative that inspires one group might fall flat with another. That’s why understanding your audience is so critical. Go beyond basic demographics and dig into their psychographics. What are their biggest aspirations? What keeps them up at night? What values do they hold dear? When you know your audience intimately, you can tailor your story’s language, tone, and emotional hooks to resonate on a deeper level. This ensures your message not only reaches them but truly moves them to action, whether that’s buying your product or sharing your story.
Use visuals to tell your story
Your brand’s story isn’t just told through words; it’s also seen. Visuals are a powerful shortcut to emotion and can make your narrative more memorable and engaging. Think about your website’s design, the photography on your social media, and the branding in your videos. Do they all work together to support the story you’re telling? High-quality, consistent visuals help convey your brand’s personality and values at a glance. Incorporating visuals effectively can stop someone from scrolling, draw them into your world, and make them feel the impact of your message long before they read a single sentence.
Stay authentic to your brand
In a world full of polished marketing, authenticity is your superpower. Your brand story must be rooted in truth—your real values, your genuine mission, and your actual company culture. Audiences have a sharp eye for anything that feels fake or forced. If you talk about community but don’t engage with yours, or claim transparency but hide your flaws, you’ll break trust instantly. Authenticity is the foundation of a lasting relationship with your customers. Be honest about your journey, including the bumps along the way. Sharing your real story is the most powerful way to build a brand that people not only buy from but believe in.
How to Create a Great Partnership With Your PR Agency
Hiring a PR agency isn’t like ordering a product off a shelf. It’s the beginning of a relationship—a partnership built on shared vision and mutual trust. The most successful entrepreneurs we work with at Leverage with Media see us as an extension of their team, not just a vendor. They understand that PR is a collaborative dance. You bring the deep knowledge of your brand, your story, and your industry, and the agency brings the strategy, the media connections, and the expertise to get your story heard.
This partnership approach is what separates a PR campaign that just checks boxes from one that genuinely transforms your business. When you and your agency are in sync, you can move faster, pivot smarter, and create opportunities that neither of you could have achieved alone. Building this kind of powerful alliance requires intention from day one. It’s about setting clear expectations, communicating openly, and working together to turn your vision into tangible results. Here’s how you can create a great partnership with your PR agency.
Set clear goals from the start
Before your agency writes a single press release or pitches a single journalist, you both need to be crystal clear on what you’re trying to accomplish. What does success look like for you? Is it getting featured in three top-tier business publications? Driving 1,000 new visitors to your website from media placements? Securing a speaking gig at a major industry conference? Vague goals like “get more press” aren’t helpful. You need specific, measurable targets. A great agency will help you plan campaigns based on specific goals and use those as the foundation for the entire strategy. Write these goals down and make sure both you and your agency team are fully aligned on them.
Collaborate effectively
Your PR agency is full of experts, but they aren’t mind readers. The best results come from a true collaboration where your insights fuel their strategy. You are the expert on your business, your industry, and the unique story you have to tell. Your agency’s job is to translate that expertise into a narrative that resonates with the media. This means you’ll need to be involved. You’ll provide the raw material—the data, the anecdotes, the vision. Your agency will shape it into compelling angles and pitches. You’ll likely have a process where their writers create news stories for you to review, ensuring the message is always authentic to your voice and brand.
Establish communication rhythms
Miscommunication can sink even the most promising partnership. To avoid this, establish a clear and consistent communication rhythm from the beginning. Decide how often you’ll meet—a weekly or bi-weekly check-in call is common—and what the agenda will cover. Agree on the best way to handle day-to-day questions, whether it’s via email, a shared Slack channel, or a project management tool. This structure ensures everyone is on the same page, progress is continually tracked, and potential issues are addressed before they become problems. Consistent communication builds trust and keeps the momentum going, which is essential since PR is about building positive influence over the long term.
Align on your key objectives
While goals are the specific, short-term targets, objectives are the big-picture “why” behind your PR efforts. It’s crucial that your agency understands your ultimate vision. Are you doing PR to attract investors for your next funding round? To establish yourself as the go-to thought leader in your niche to sell more books? To build a legacy brand that will outlast you? Your agency needs to understand your long-term goals to ensure the PR strategy supports them. This alignment ensures that every media placement, interview, and byline isn’t just a one-off win but a strategic step toward your most important business objectives.
Track your performance
How do you know if your investment in PR is paying off? By tracking your performance against the goals you set at the start. A great PR partner will be transparent about results and provide regular reports that show what’s working. These reports should go beyond vanity metrics like the number of mentions. They should connect PR activities to meaningful business outcomes, like increases in website traffic, lead generation, social media engagement, or search engine ranking. Using data to measure how well everything is working allows you both to see the tangible impact of your partnership and make informed decisions about where to focus your efforts next.
Refine your strategy together
The media world is not static, and your PR strategy shouldn’t be either. What works today might not work in six months. A strong partnership is agile, with both you and your agency keeping an eye on the evolving landscape and looking for new opportunities. Use your regular check-ins to discuss what’s resonating with journalists and what’s falling flat. Be open to testing new angles or targeting different media outlets. The PR landscape is constantly evolving, and overcoming challenges requires adaptability. By refining your strategy together, you ensure your brand stays relevant, fresh, and top-of-mind.
