Tech startups face many unique challenges, including envisioning what they expect will be game-changing solutions, securing funding to get their idea off the ground, and building strong strategic partnerships. One of the most critical relationships, of course, is the right PR agency.

As a tech PR firm that has worked with hundreds of startups in its long history, we’ve compiled some recommendations startups should consider when hiring an agency. Here are the top five:

• Ensure you’re ready: PR is not a “set it and forget it” process – your program will require attention and focus from you. Also understand that you’ve hired your team because of their expertise, so listen to your PR team’s professional counsel. Meet and brainstorm with your PR team regularly (at least weekly).
• Budget accordingly: Creating an impactful program means ensuring your PR program is ongoing and funded for the long haul. Building a brand and effecting message penetration doesn’t happen overnight, and it doesn’t happen in fits and starts. Your PR must be truly strategic and must never be viewed as a series of events.
• Find great strategists: PR has changed a lot in the last decade. Today, PR practitioners must be great storytellers who can spin your early accomplishments into strategy and richly messaged content. Depending upon the outlet, those stories might range from your funding history to early customer successes to targets and more. Be prepared to discuss the industry and your technology space at a high level and be seen as a thought leader out of the gate (even before announcing product).
• Engage in subtlety: Promoting your company often means giving up your proprietary story and fitting in to larger industry stories and trends. Content is king, so be sure your PR team is focused on placing your content and showcasing your thought leadership everywhere it makes sense: business and trade publications, tradeshows, your website, webinars, analyst reports, Reddit chats, Quora forums, SlideShare, YouTube, radio, private events, TV and more.
• Finally, recognize that the PR process will be a journey with ups and downs – celebrate your successes with your PR team and work together on constantly improving the process and results.

If possible, kick-off the PR program at least three to four months before formally introducing the company and bringing products to market. Engaging with a PR firm early in the launch process increases the chances of a successful, sustainable relationship with media and industry influencers.

Check out part 2 of this blog by clicking here.