PR Agency for Small Business: Guide to Picking the Right One

These days, everyone and their aunt has a side hustle. For small businesses and start-ups trying to stay ahead of the curve, hiring a PR agency can make the difference between struggling in obscurity and thriving in this dystopia – I mean, digital world.

But with so many PR agencies, PR firms, and boutique PR firm options out there, how do you find the best PR agencies for your PR needs without a hefty price tag?

First off, let's start with why you might want to hire a PR agency in the first place.

A PR agency offers a comprehensive suite of services designed to boost visibility, build relationships, and drive growth:

• Press release distribution to relevant media outlets: Creation and distribution of press releases to journalists, bloggers, and industry outlets that matter to your target audience
• Media relations: building connections, pitching journalists, and tracking stories: Fostering relationships with reporters and editors, securing media opportunities, and monitoring your brand’s presence across platforms
• Brand messaging and media strategy development: Defining your brand voice, refining your key messages, and creating a media strategy to position you effectively in the market
• Crisis communications and reputation management during rocky times: Preparing for the unexpected with a clear plan when your brand faces public scrutiny or challenges
• Setting measurable goals and tracking PR impact with real data: Establishing KPIs for your PR efforts (like media impressions, website traffic, or social media engagement) and using analytics to refine future campaigns

The right agency becomes a dedicated extension of your team, helping you reach your target audience, build credibility, and free up your time so you can focus on running your business.

How to write a company launch press release (and the biggest mistakes to avoid)

So, you're opening a new business. Congratulations! Now let's tell the world.

It might be time to explore PR firms if:

• You've launched a new product or secured funding: Publicity around major milestones can help generate buzz, attract investors, and establish authority in your field
• You want to build credibility and trust through press coverage: Third-party validation from reputable outlets adds immense weight to your brand reputation and customer trust
• You don't have the time, relationships, or expertise to pitch journalists: Successful PR requires persistence and insider knowledge; agencies already have the networks and experience to get results
• You're entering a new market or undergoing a rebrand: Entering new territory or changing your brand identity demands strategic storytelling to win over fresh audiences

However, it might not be the right moment if:

• You're still refining your product or brand messaging: Without a clear, compelling story, PR efforts can fall flat and waste valuable resources. Your first port of call should be to work out your positioning (April Dunford can help you with that!)
• Your budget is extremely limited: Quality PR is an investment. If you can’t yet afford it without strain, it may be better to focus on organic growth or DIY tools first
• You expect overnight success: Building meaningful media relationships and lasting brand visibility takes time, consistency, and patience. If you aren't prepared to invest your own time into it, then you'll need to invest actual money – into a PR agency

Choosing a boutique PR agency isn’t just about flashy case studies. Look for:

• Experience working with small businesses, start ups, or your specific industry: Agencies familiar with small business challenges know how to create scrappy, high-impact campaigns that deliver results without bloated budgets
• Transparent pricing with no hefty price tag surprises: Look for clear retainers, project-based fees, and flexible options to avoid hidden costs and stay within your financial comfort zone
• Strong media relationships and a proven media strategy: A great agency doesn’t just promise coverage – they show how they’ll make it happen
• A collaborative communication style that keeps you in the loop: You want a true partner who shares updates regularly, invites feedback, and empowers you with visibility into your PR activities and outcomes

Bonus: agencies that use PR tools like Prezly to streamline content creation and media outreach.

Prices will vary depending on the agency you choose, but here’s a general idea of what you can expect:

• Monthly retainers: $2,000–$10,000
• Project-based campaigns: $3,000–$15,000+
• Freelancers: a potentially lower-cost but lower-capacity option
• DIY with tools like Prezly: starting around $90/month

Bob Gold & Associates – Los Angeles, CA

• Independent PR firm with over two decades of experience
• Specializes in technology, telecom, and healthcare sectors
• Offers targeted press release distribution, content marketing, and crisis communication
• Provides personalized attention and strategic consulting, ideal for startups and growing companies

Pollack PR Marketing Group – Los Angeles, CA

• Seamlessly blends PR and digital marketing strategies
• Helps small businesses and consumer brands shape messaging and media strategy
• Offers expertise in content creation, media outreach, and social media management
• Known for clear deliverables and customized campaigns without large-agency price tags

Harris Public Relations – Miami, FL

• Minority-owned boutique firm specializing in community-driven campaigns
• Ideal for nonprofits, educational institutions, and socially conscious startups
• Strong in public affairs, reputation management, and event planning
• Focused on telling impactful, resonant brand stories

w/Sara – Los Angeles, CA

• Modern boutique agency blending lifestyle PR, tech communications, and digital PR
• Offers traditional media relations, affiliate marketing, and executive thought leadership
• Great fit for startups launching into competitive markets
• Prioritizes innovative, forward-thinking marketing strategies

TrizCom PR – Dallas, TX

• Focused on cost-effective PR solutions for small businesses
• Expertise in media relations, crisis communication, and press release distribution
• Strong emphasis on using data to drive measurable results
• Maximizes every investment for significant PR impact

Vitis PR – Birmingham, UK

• Nimble agency specializing in B2B tech clients
• Deep expertise in technology, content marketing, thought leadership, and SEO-driven media campaigns
• Works with startups and scale-ups needing sophisticated storytelling without big-agency overhead

NOW!PR – Sydney, Australia

• Agile, project-based PR services ideal for budget-conscious startups
• Blends social media management, SEO, and digital PR for tangible outcomes
• Emphasizes flexibility, fast execution, and multi-channel media outreach

Startup PR: Strategy, Software, and the Art of Not Crying in Interviews

When to start creating a startup PR strategy and how to do it on a bootstrap.

BadenBower – Singapore & New York

• Fast-growing PR firm specializing in reputation management and brand visibility
• Famous for guaranteed article placements and strong media relationships
• A great PR agency for startups and entrepreneurs needing a quick, digital-first reputation boost

FleishmanHillard – St. Louis, USA

• Global PR powerhouse offering localized campaigns perfect for startups
• Expertise spans public affairs, technology, and corporate communications
• Flexible structures accommodate scaling businesses while maintaining top-tier quality

Edelman – New York, USA

• World’s largest PR firm with specialized programs for startups and small businesses
• Leaders in research-driven media strategy, brand trust development, and thought leadership
• Startup engagement opportunities available, but typically at a premium price

Weber Shandwick – New York, USA

• Award-winning PR agency known for creative campaigns and digital innovation
• Supports mission-driven startups aiming for global reach
• Strong capabilities in media strategy, content creation, and social media management

Ketchum – New York, USA

• Data-driven PR firm excelling in retail, health, and tech sectors
• Creates research-backed PR campaigns ideal for startups looking to scale
• Renowned for public affairs expertise and corporate communication excellence

The Hoffman Agency – San Jose, CA

• Mid-sized PR agency specializing in tech innovation storytelling
• Offices in San Francisco, Washington, and globally
• Provides end-to-end PR and content marketing services for digital-first startups
• Experts at translating complex tech concepts into engaging narratives

If working with an agency isn't the right fit, consider:

• Hiring a freelance PR consultant
• Using a hybrid model: strategic advice plus in-house execution
• Running your own campaigns with PR tools like Prezly
• Joining PR-focused courses or accelerators

Prezly is especially useful if you’re just starting out – it lets you create campaigns, manage your media list, and pitch journalists all in one place, without the hefty price tag of a full agency.

Plus, if you hire an agency later, they can pick up your PR campaigns right inside Prezly instead of having to start from scratch – and of course, you retain full oversight of what's going on as it happens, instead of relying on weekly or monthly reports.

Get a head start on your PR journey by signing up for Prezly’s 14-day free trial – no credit card required.

Choosing a PR agency for your small business is a big investment, and it’s one that can unlock massive growth if done right. Whether you opt for a boutique PR firm, a digital marketing powerhouse, or take the DIY route, remember: timing, budget, and goals matter most.

If you’re not ready to hire an agency just yet, Prezly gives you the tools to take control of your own media outreach, build relationships with journalists, and launch campaigns like a pro.

Try Prezly free for 14 days and see how easy it is to manage your PR from day one.