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When PR Agencies Don’t Fit — Why Smaller is Better

March 22, 2011

Despite all of the changes in budgets, strategies and channels for marketing tech startups today, one of the ingredients that remains a must-have is PR.  What has changed is the size and makeup of PR agencies that are a fit for many startups today  Every startup is different, but when it comes to PR, most need a program that includes news, analyst relations, social media and thought leadership.  The problem is that many startups need just a little bit of each.   And it doesn’t add up to enough to support the $10K to $15K monthly retainer that’s the minimum for many PR agencies.

There’s a new category of PR agency consisting of just one or two pros who can deliver a full program supplemented by a network of vendors and PR specialists for targeted programs like case studies and speaker programs.  These agencies are in between the boutique firm that has spun out of a large agency and the independent PR professional that’s hung out his or her shingle.  We’ve discovered a handful of these new PR firms in Silicon Valley.  And they’re dynamite:  agile, accessible, hands-on, and led by experienced professionals.  When your PR agency isn’t giving your startup what you need, it’s time to reassess.  Consider that maybe smaller is better.

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