Once you’ve decided what type of PR your business needs, then you can make a decision about whether you need to hire a PR agency to handle your business, or hire someone in-house.
Although some start-ups may not have enough free cash to hire a PR agency, it may be to your benefit if you believe the return on investment will be worth more than if you handled all the work on your own.
PR agencies will have better contacts and relationships with the media than most start-ups, and will be able to pitch news stories to publications.
A good compromise for a start-up is to hire a PR consultant to come in and work with the business for a few days a week. You’ll have more of a hands-on approach and will be able to make more of the key decisions on your own.