How a PR Agency Works and What It Actually Does
You’ve built a product. You’ve signed your first customers. Now you need the world to know you exist. That’s where a PR agency steps in.
A PR agency helps you tell your story to the right people at the right time. They pitch journalists, build media relationships, and turn your milestones into coverage. For tech startups, a good PR agency becomes your bridge to TechCrunch, CoinDesk, VentureBeat, and the outlets your investors read.
But what does that work actually look like day-to-day? Here’s what a PR agency does—and how to know if you need one.
October 15, 2025
Building Your Media Strategy
A PR agency starts by understanding your goals. Are you raising a Series A and need investor visibility? Launching a new product? Entering a new market? Each goal requires a different media approach.
They audit your current position. What coverage do you already have? What's your founder's LinkedIn presence? Who's talking about your competitors? This baseline shows where you stand and what gaps to fill.
Then they define your narrative. A strong narrative isn't your pitch deck. It's the single, clear story that makes a journalist care. Why does your company matter right now? What problem are you solving that no one else can?
Finally, they build a target media list. Not every outlet is relevant. A DeFi protocol doesn't need lifestyle press. A fintech app for small businesses doesn't belong in gaming media. Good agencies match your story to the reporters who cover your space.
Pitching Journalists (The Right Way)
Pitching is the core work. A PR agency crafts personalized pitches for each journalist. They know what Sarah at TechCrunch covers versus what Mike at The Block writes. They don't blast generic emails.
They time pitches around news cycles. Breaking funding news? Pitch it the day of the announcement. Industry trend piece? Send it when similar stories are trending. Timing often decides whether a pitch gets opened or ignored.
They follow up without being annoying. Journalists get hundreds of emails daily. A polite follow-up can surface your story. But spam them, and you're blocked. Agencies know that line.
When a journalist responds, the agency manages the interview. They prep you with likely questions. They provide background materials. They stay on standby during the conversation. After publication, they track metrics and clips to measure impact.
Creating Newsworthy Moments
Sometimes you don't have news—so a PR agency helps you make it. They identify angles that journalists care about. Product launches, funding rounds, and executive hires are obvious. But agencies also spot deeper stories.
Releasing original research or data? That's newsworthy. A survey of 500 Web3 founders on their biggest challenges? Media outlets want exclusive access. Agencies design these initiatives and pitch them as data-driven stories.
Partnering with a recognizable brand? That's an announcement. Hitting a user milestone (100,000 active wallets, $10M in transaction volume)? That's proof of traction. Agencies package these moments into compelling press materials.
They also watch for reactive opportunities. When a competitor raises funding or a new regulation drops, agencies pitch your founder as an expert source. This earns you mentions in breaking stories without needing your own news.
Managing Your Reputation
PR isn't only positive coverage. Agencies monitor what's being said about you. They set up Google alerts, track social mentions, and watch Reddit threads. Early detection of negative sentiment lets you respond before it spreads.
When criticism appears, they help you respond. Ignore a complaint? It festers. Overreact? You look defensive. Agencies advise on when to comment publicly, when to reach out privately, and when to stay silent.
They also prepare you for crises before they happen. What if your platform goes down? What if a competitor calls you out? Agencies create response templates and media training so you're ready. For ongoing reputation work, they place you in industry roundups and expert lists. Being named a "top AI founder to watch" or included in "blockchain leaders shaping 2025" builds long-term credibility.
Measuring What Matters
A good PR agency tracks real outcomes. They report more than just article links. They measure domain authority of publications, estimated readership, and share counts.
They track referral traffic from coverage. Did that Forbes mention drive 500 site visits? Did the TechCrunch article lead to 12 demo requests? These numbers prove PR value.
They monitor sentiment and message pull-through. Are journalists using your key phrases? Is your narrative landing? If every article calls you "just another crypto startup," your messaging needs work.
Finally, they tie PR to business goals. Coverage should support fundraising, hiring, or sales. Agencies report how media appearances correlate with investor inbound or recruitment applications.
Do You Need a PR Agency?
You need PR when media coverage directly impacts your growth. If you're fundraising, launching, or entering a competitive market, PR accelerates awareness.
You don't need PR if you're pre-product or have no budget. Agencies can't manufacture news from nothing. Wait until you have real traction to talk about.
Need a second set of eyes? Message us—we'll review your case.