There are so many justifications as to why a startup should hire a public relations firm that doing so is basically a no-brainer. After all, why wouldn’t you look to a team of seasoned experts able to approach what you’re selling from an objective, outside perspective rather than rely on your internal team members who don’t have the same range of experience or ability to overcome myopic points of view enabled by an emotional proximity to a pitch? Not doing so would just be silly.
But when it comes to selecting an agency, some serious thought must go into the size of the organization you choose. Here are four important reasons why a boutique firm is better equipped to handle your startup:
1. Big firms mean less attention.
Would you rather date somebody who already has a wide variety of demanding, high-maintenance significant others or someone who has time for you? Large PR agencies care less about doing everything they can to promote a small client and far more about the giant brands they can bill up to $30k per month. But ultimately, the joke is on them. Because boutique public relations firms know that hitting smaller accounts as hard as possible is what someday turns startups into huge, powerful brands.
2. Big firms have high turnover.
You should never get too attached to your account team at a large PR agency because chances are, they won’t always be your account team. Big firms are a revolving door for young, overworked talent which means these reps never have the time it takes to truly learn your industry. That makes your business their resume fodder. New public relations agents at huge organizations are more concerned with amazing startup launches they can reference during future job interviews than they are with building realistic and sustainable long-term strategies.
3. Big firms can play favorites.
As a small startup represented by a large agency, you’re a little fish in a big pond. And no agent wants his picture taken holding a guppy when there’s a 300-pound Marlin available for the shot. With the scale of clientele it takes to support a big PR firm, there will always be competitive clients on their roster that may be handed media opportunities before you are. Smaller firms are more likely to ensure that each of their clients is getting the available coverage that they deserve, regardless of their retainer size.
4. Big firms face bureaucracy.
One of the best things about small PR agencies is their ability to be nimble, pivoting as necessary to take advantage of breaking news and evolving trends that can be leveraged to promote a startup. But at large firms, anything truly innovative must often go through several levels of approval before it can be executed. Cutting through all that red tape inevitably takes up time that allows fantastic opportunities to quickly pass by.
When it comes to finding the right PR firm to represent your business, be sure to look past the established names and check out smaller agencies that will truly have your best interests at heart. Boutique agencies are not so far removed from the struggles startups face and are more likely to view themselves as a partner rather than just a paid ally of your organization.