The Founder’s PR Playbook: What You Need to Know Before Your Discovery Call with a PR Agency

Early-stage and growth-stage startup founders often find themselves navigating unfamiliar territory when it comes to public relations. One of the first steps in exploring PR support is the discovery call with a potential PR agency. This initial conversation is more than just a casual chat; it’s a crucial fact-finding and chemistry-check meeting that can set the tone for a future partnership. For a founder new to the PR process, the discovery call might feel daunting, but with the right preparation and mindset, it can be an empowering experience.

This comprehensive guide will walk you through everything you need to know before you hop on that first call. We’ll cover why the discovery call matters, what to expect, the typical questions PR agencies ask (and those you should ask them), how to prepare and bring the right information to the table, ways PR experts help refine your startup’s story, common misconceptions founders have about PR, and why you should approach PR as a long-term strategic storytelling journey rather than a one-off sprint for press coverage. By the end of this playbook, you’ll feel more confident and prepared to make the most of your discovery call  and to evaluate if a PR agency is the right fit for your startup’s needs.

Why the Discovery Call Matters

The discovery call is your first real interaction with a PR agency, and first impressions matter. Think of it as a two-way interview: the agency is getting to know your business, and you’re getting a feel for the agency’s expertise and approach. For the agency, this call is about understanding your startup’s story, goals, and PR needs. For you as a founder, it’s an opportunity to learn more about the agency’s experience, strategic thinking, and whether they truly “get” your vision.

This call also lays the groundwork for alignment of expectations. Many PR engagements stumble because of misaligned expectations set early on. A good discovery call helps prevent that. It’s a chance to discuss what success looks like and to ensure both sides are on the same page about what PR can (and cannot) do. In fact, seasoned PR professionals often use discovery calls to reset unrealistic expectations. For example, if a founder expects instant fame from one press release, an honest discussion during the call can recalibrate towards a more realistic, long-term view of PR (more on that mindset shift later).

Finally, the discovery call matters because it’s the foundation of trust. PR, perhaps more than many other services, requires a strong relationship and mutual trust between a founder and the agency. You’ll be trusting the agency with your story, your reputation, and your strategic communications. That relationship begins forming on this first call. If you come prepared and open (and the agency is transparent and attentive), you start building a rapport that can carry through the entire engagement. On the flip side, if you sense red flags or mismatches in the discovery call, it’s a valuable sign that you may need to keep looking for a better fit. In short, this call is your chance to set the stage for a successful partnership or decide it’s not the right match; both outcomes are incredibly valuable at this stage.

What to Expect from a PR Agency Discovery Call

Walking into (or dialing into) a discovery call not knowing what will happen can be stressful. The good news is that these calls usually follow a friendly and structured format. Here’s what you can generally expect:

• Introductions: The call often starts with introductions on both sides. The agency team (perhaps an account executive or director) will likely share a bit about who they are, and they’ll want to hear briefly about you, not just your company, but you as a founder. This helps break the ice and establish a personal connection.

  
  

• Background on Your Startup: Expect to talk about your business in broad strokes at first. The agency will want to know what your company does, your mission, and your current stage (Are you pre-launch, post-launch, recently funded, etc.?). They may have done some homework but will want to hear it in your own words. Don’t worry about delivering a perfect pitch; think of it as giving context so they understand your world.

  
  

• Agency Overview: Many agencies will give you a short overview of their services or philosophy but a reputable PR agency should keep this part concise on an initial call. This call is not a full sales presentation. Rather, they might highlight a relevant client success or two and outline how they typically work with startups like yours, just to give you a frame of reference.

  
  

• Questions and Discussion: The bulk of the call will be a discussion, largely driven by questions the agency asks you (we’ll detail typical questions in the next section). This is where they dive deeper into your needs, challenges, and goals. It’s an exploratory conversation, so feel free to elaborate. The agency is looking to identify if and how they can help and you’re simultaneously getting a feel for their understanding of your space by how they frame their questions.

  
  

• What PR Could Do for You: As you share information, the agency might start offering some initial thoughts or hint at opportunities. For instance, if you mention you’re launching a fintech product for small businesses, they might say, “We’re seeing a lot of interest in stories about small business empowerment in fintech. That could be a strong angle.” This isn’t a full strategy (those come after deeper research), but it gives you a taste of their strategic thinking and creativity in real-time. Pay attention to whether they’re tailoring insights to your situation or just giving generic promises.

  
  

• Your Questions: Near the end, you’ll typically have time to ask your own questions. Don’t hesitate to turn the tables and query the agency on things that matter to you. This part is crucial for you to evaluate the agency’s fit for your startup.

  
  

• Next Steps: Expect a quick wrap-up about next steps. If the call went well on both sides, next steps might be the agency sending a proposal or a follow-up call/meeting to go deeper. If either side feels it’s not a fit, no harm done; you’ll likely just part ways politely. Many agencies won’t pressure you to decide on the spot; they know you may be speaking with multiple firms. You should leave the call knowing what the timeline is for any proposal or decision and who your point of contact is for follow-ups.

Remember, a discovery call is typically around 30 minutes to an hour. It’s not an all-day commitment, but it’s packed with information exchange. You can expect an informative conversation; part interview, part consultation, that stays fairly high-level yet touches on important points. By knowing this rough flow, you can go into the call feeling more at ease and ready to participate actively, rather than just reacting.

Questions PR Agencies Typically Ask (and Why)

One way to feel more prepared is to anticipate the questions you’ll likely be asked. PR agencies use discovery calls to gather essential information about your startup and to understand your expectations. Here are common questions that you should be ready to answer:

• “Can you give us a quick overview of your business and what you do?” – This open-ended question invites you to describe your startup’s mission, product/service, and value proposition. It helps the PR team grasp your core story and industry context right away. Don’t be surprised if they ask clarifying questions or seem particularly interested in one aspect; that often signals a potential news hook or angle they’re spotting.

  
  

• “Who are your target customers or audience?” – PR strategy depends on knowing who you need to reach. If your startup sells to developers, the media outlets and messaging will differ from a startup targeting everyday consumers. The agency asks this to align any PR efforts with the right readership or viewership. Be as specific as possible (industry, demographics, etc.). If you have multiple audiences (e.g. end-users and enterprise clients), let them know; it might mean different types of PR tactics.

  
  

• “What are your goals for PR? What does success look like to you?” – This is where you articulate why you’re considering PR in the first place. Are you trying to increase brand awareness, attract investors, drive user sign-ups, establish thought leadership, or something else? Having a clear goal is important. For example, success could be “getting a feature story in a major tech publication” or “building a steady industry-relevant press mentions over the next year.” There’s no wrong answer, but the agency needs to understand your expectations so they can respond to whether they’re realistic and how they’d approach them. (If you’re not sure about goals, that’s okay, a good agency can help you define success metrics during strategy development.)

  
  

• “Do you have any upcoming news, milestones, or events on the horizon?” – PR thrives on newsworthiness. The agency will want to know if you have launches, funding announcements, product updates, big hires, partnerships, or events coming up. These are natural PR opportunities. For instance, a forthcoming product launch could be the centerpiece of a media outreach campaign. If you don’t have anything concrete, they might ask about timelines for things like reaching a user milestone or plans for the next 6-12 months. This helps them gauge what kind of stories can be told and when.

  
  

• “What’s your current marketing/PR effort, if any? Have you worked with a PR agency before?” – They may ask if you’ve had any press coverage so far or if you have internal marketing/PR staff. This gives context on where you’re starting from. If you’ve worked with an agency previously, they’ll be curious why you’re not still with them (to avoid repeating any missteps). If you have a marketing team, the PR agency will think about how to coordinate with them. Be candid, if you tried PR and it didn’t meet expectations, share that. It helps the agency know what not to repeat and to address any underlying issues (e.g., “we had a PR firm but they over-promised and under-delivered on big media hits”).

  
  

• “Who are your competitors or comparables in the industry?” – Identifying competitors serves two purposes: (1) It tells the agency what media landscape you’re in (if competitors have gotten press, that’s both a clue to outlets that might cover you and a bar to measure against), and (2) it helps position your unique story. They might ask how you differ from those competitors. Come prepared to highlight what sets you apart – PR will likely emphasize those differentiators when pitching your story.

  
  

• “What’s the bigger story or problem your startup is part of?” – Some agencies might phrase this differently, but they want to know the context or why behind your startup. For example, you might be an AI healthcare startup, the bigger story is perhaps how AI is revolutionizing patient care or addressing a healthcare gap. PR folks seek these broader narratives because framing your startup within a trend or issue can make your story more compelling to journalists. Consider ahead of time: what societal or industry trend does your company align with?

  
  

• “Are there any sensitive issues or challenges we should know about?” – Top-tier PR pros might gently probe for potential landmines: maybe you have a disgruntled early customer, a past PR blunder, or a controversial aspect to your tech. They ask because it’s critical to be aware of anything that could emerge later. Honesty is key here. If you keep a major issue secret, it can backfire later. Remember, your PR agency is your partner, they’re there to help navigate both good news and bad. As one agency put it, nothing should be off-limits in your discussions; if you’re worried about a potential crisis, you want your PR team ready and informed.

  
  

• “What is your timeline and budget expectations for PR?” – While some agencies save budget talk for after they understand your needs, many will touch on it in the discovery call to ensure there’s a realistic match. Be prepared with at least a sense of what you can invest in PR or how you view the cost/benefit. If you have no idea, it’s okay to say you’re exploring options, they might give a range (“our typical engagements for startups start at $X per month...”). As for timeline, if you have a critical window (e.g., “we need media coverage by our launch in two months”), let them know. This influences strategy and whether expectations are achievable.

How to Prepare: Information and Materials Founders Should Bring

Preparation is power. Going into the discovery call with the right information and mindset will not only impress the agency, but also ensure you get the most value out of the conversation. Here are the key things a founder should have at the ready (literally or mentally) for that first PR call:

• A Clear Company Story (Elevator Pitch): Be ready to explain what your startup does and why it matters. This sounds basic, but it’s crucial. A concise, clear narrative will help the PR team immediately grasp your story. You might even write down a few talking points: What problem do you solve? What’s unique about your approach or technology? Why did you (the founder) start this company? That last point can be gold for PR; often the founder’s passion or unique background becomes part of the narrative that interests the press. You don’t need to deliver a monologue, but having this clarity ensures you hit the high notes when asked about your business.

  
  

• Your Business Objectives and PR Goals: Have clarity on what you want to achieve in the bigger picture and how you think PR can support those goals. For instance, your business objective might be to break into a new market or attract Series A investors. Your PR goal might then be to build credibility in that market or become more visible to potential investors by getting mentioned in reputable outlets. If you can convey, for example, “Our goal this year is to expand in Europe, so we’d love PR that raises our profile in European tech media,” it gives the agency a clear target to aim for.

  
  

• A Basic PR/Media Background (if any): If you have a media kit, company one-pager, or even a press release draft, consider sharing it or at least having it handy to discuss. It’s okay if you don’t have these yet. But do note any past press coverage: Were you ever mentioned in an article or interviewed on a podcast? Even small wins are useful to mention. Likewise, if you’ve done any speaking engagements or have notable advisors, those can be part of your story. Essentially, bring any material that helps illustrate how your company presents itself publicly – it will save time and show the agency what they have to work with. If certain messaging has worked (or not worked) in the past, tell them.

  
  

• Knowledge of Your Industry Landscape: Come prepared to discuss your competitors or similar companies. Know who’s getting media attention in your space and for what. If you can reference, “Our competitor X was recently featured in Y publication,” it not only demonstrates you’re informed, but also provides a springboard for discussing how you might differentiate your PR approach. Also, if there are industry trends or hot topics relevant to you, mention them. For example, “Lately, everyone’s talking about cybersecurity in fintech, that’s a conversation we think we can contribute to.” PR agencies love when founders are aware of the broader context, because it helps in brainstorming timely story angles.

  
  

• Upcoming Milestones or Newsworthy Ideas: As noted earlier, any impending announcements are important. But beyond concrete news, bring a few ideas of what could be newsworthy about your startup. These could be speculative or long-term: maybe you’re working on a whitepaper with interesting data, or you have customers with amazing success stories using your product. Even cultural or human-interest angles (like a unique company culture initiative, or the fact that your founding team spans three continents) could be fodder for PR down the line. Don’t worry about determining what’s truly newsworthy, the agency will help with that but put your ideas on the table. As one PR firm advises, the more potential story ideas you bring up, the more “hidden gems” the PR team can uncover and shape into pitches​.

  
  

• Your Schedule and Availability: This is often overlooked, but extremely practical. Know your own bandwidth and key dates. If you’re a founder who is juggling a million tasks, the PR effort has to fit into that. Be upfront if you have constraints like “I’m unavailable in the last week of the month due to development sprints” or “Our CTO can speak to media but only on Fridays.” Sharing this in the discovery phase helps the agency plan around your schedule. PR work can involve short-notice opportunities (a reporter wants to talk tomorrow). If the agency knows you need prep or scheduling buffers, they can factor that in. Also, consider any “blackout dates” (like if you’re fundraising and heads-down for a period). The agency may ask about this, but if not, volunteering it shows you’re thinking ahead about the collaboration logistics.

  
  

• An Open Mind: Perhaps the most important thing to “bring” to the call isn’t a document at all, but your mindset. Come in ready to listen and consider new perspectives. You might have assumptions about what PR strategies you need; the agency might present a different take. For example, you may think you just need a press release for your product launch, but they might suggest that a thought leadership piece or a smaller exclusive story could have a bigger impact. Be open to “tough love” or constructive critique  if an experienced PR pro says, “We think the way you’ve been framing your story might not grab media attention; perhaps we can angle it this way instead,” that’s a valuable insight. As one PR agency noted, clients sometimes don’t want to hear the hard truth, but being receptive to the PR team’s assessment early on will lead to better results. In the first call, show that you’re coachable and collaborative. That will encourage the agency to be honest and do their best thinking for you.

  
  

• Honesty About Challenges and Expectations: We touched on this with the agency’s questions, but from your side, make a point to be transparent. If you’re worried about something; say, a product delay or a skeptical investor; mention it. If you have sky-high expectations (“We really want to be on the cover of Fast Company”), voice it so the agency can respond with reality. Misconceptions can be addressed (perhaps your goal is achievable but not overnight). It might feel uncomfortable to share weaknesses or big wishes, but doing so enables a frank discussion. PR pros prefer to know the full picture, good and bad. It helps them protect you and plan properly. You’ll get much more out of the discovery call if you treat the PR folks like trusted advisors from the get-go.

  
  

By coming prepared in these ways, you transform the discovery call from a basic Q&A session into a rich strategy conversation. You’ll spend less time on the “small stuff” and more time tapping the agency’s brains on substantive issues. Plus, the agency will appreciate a founder who is organized and forthcoming; it signals what working with you might be like. Preparation shows professionalism, and that can even influence an agency’s willingness to go the extra mile for you in crafting a proposal or accommodating your needs.

How PR Agencies Can Help Refine Your Story and Positioning

One of the biggest values a PR agency brings; especially for first-time founders is the ability to polish and position your story for the outside world. You may have a great product and a passionate founding story, but translating that into a narrative that catches a journalist’s attention is an art in itself. Here’s how PR agencies help refine your story and positioning:

• Fresh Eyes, New Angles: As a founder, you’re deeply immersed in your business. Sometimes you might be too close to see the most media-friendly angle. PR professionals are skilled at looking at your company from an outsider’s perspective and spotting angles you might have missed. For instance, you might be focused on the innovative features of your app, while a PR person might notice that the real story is how one of your users changed their life using your app; a human-interest angle that could resonate more. Or they might identify a trend your company fits into, turning your product launch into part of a larger narrative (“Startup X exemplifies the rise of eco-friendly fintech,” for example). This ability to reframe your story in a compelling way is a core part of their expertise​.

  
  

• Identifying Newsworthy Elements: Not everything about your company will be interesting to the press and that’s okay. PR experts help separate the newsworthy nuggets from the rest. During or after the discovery call, they’ll parse what you told them and zero in on what has “news value.” Perhaps it’s your impressive early growth, an unusual origin story, a problem you solve that’s very timely, or the fact that your founding team includes a noted expert. They’ll often come back to you (possibly in a follow-up or proposal) with a summary of what they think are your strongest story angles. Sometimes they’ll even create a storyline framework, e.g., “Your key story pillars could be: the founder’s journey from X to Y, the technology breakthrough, and the social impact of your solution.” This helps you see your own story in a structured way that aligns with media interest.

  
  

• Refining Your Messaging: PR agencies frequently assist with messaging that is, the way you articulate your key points. They might not rewrite your whole website (unless you hire them for branding too), but they can tweak how you talk about yourself. For example, maybe your current pitch is very jargon-heavy. A PR professional might say, “Let’s simplify this description so any reader can understand it, without buzzwords.” Or they may suggest emphasizing a particular benefit or mission that you’ve been underplaying. They align this messaging with what will resonate externally. Over time, this consistent messaging becomes your positioning; how you’re known in the market. Good PR positioning differentiates you clearly from competitors and sticks in people’s minds.

  
  

• Aligning Story with Audience and Outlet: Part of positioning is knowing who you want to influence. A PR team will help tailor your story to different audiences. The way you tell your story to a potential investor might differ from how you’d tell it to a general consumer. PR pros understand these nuances and will refine the narrative accordingly. They also map your story to the right outlets: maybe your disruptive tech story is a fit for a tech blog’s startup section, while your founder personal story might be pitched to a business magazine that profiles entrepreneurs. Matching story angles to the right media targets is a big part of their strategic value.

  
  

• Polishing Materials (Press Releases, Pitches, Bios): When it comes time to actually execute PR, agencies will likely draft press releases, pitch emails to journalists, and media kit materials. Through that process, they further refine your story. The discovery call is just the start; once engaged, they’ll do a deeper dive (often another longer kickoff call or meeting) to gather all details needed. They may interview you and key team members to get quotes and color for storytelling. In writing up these materials, they will emphasize the most compelling aspects, include credible data points, and ensure the tone fits your brand. If you see how a PR agency writes about your company, it often crystallizes your positioning in language that is both authentic to you and appealing to media. Many founders find this helpful beyond PR itself; it can inform how you talk to investors or on your website, because it’s essentially your story, optimized for impact.\

  
  

• Constructive Criticism and Realism: A significant part of refining your story is sometimes trimming or editing out weaker parts. A candid PR partner might tell you that a part of your narrative isn’t as interesting to media as you think. For example, you might be proud of a minor feature update, but they know it won’t move the needle in press coverage. Instead, they might pivot the focus to a larger vision or the problem you’re solving in the market. This kind of feedback can feel like tough love, but it’s meant to set you up for success. As one PR veteran said, “PR does not spin trash into treasure” – meaning they can’t make something with no relevance seem newsworthy by pure spin​. They will help you recognize what is treasure in your story, and polish that, while steering you away from angles that won’t work. Trust their experienced perspective; it can save you from wasted effort on fruitless story pitches.

• Building Your Founder Narrative: Beyond the company story, a PR agency can help shape your story as a founder. Media often love profiles or quotes from founders who are visionary or have a unique voice. The agency might suggest ways to position you as a thought leader in your domain. That could involve refining how you talk about the industry’s future, or highlighting aspects of your background that establish credibility. For instance, if you’re an AI startup founder with no prior AI experience, but you’re solving a personal problem, the narrative might focus on your passion and user perspective instead of technical chops. Alternatively, if you have a PhD in the field, they’d emphasize your expertise. This is all about positioning you and your startup in the best light for the stories you want to tell.

  
  

In sum, a PR agency serves as a storyteller and editor for your brand. They take raw material (your vision, your achievements, your ideas) and craft a narrative that is both true to your company and enticing to the public. By the end of a good discovery call (and certainly by the time you see a proposal or strategy from them), you should feel like you understand your own story better. That’s the magic of having pros refine your positioning; they often articulate the essence of your startup in a way that makes you go, “Yes! That’s exactly us, and it sounds compelling.” It’s a collaborative process, and when you find an agency that nails your story, it’s a strong sign you’ve got the right partner.

Key Questions Founders Should Ask the PR Agency

A discovery call isn’t just a one-sided interview, it’s also your chance to grill the agency (gently) and make sure they’re the right fit for you. By asking thoughtful questions, you demonstrate that you’re a serious, prepared founder, and you gather information to compare agencies. Here are some key questions you might consider asking during or at the end of the call:

• “Have you worked with startups or companies in our industry (or at our stage) before? Can you give examples?” – Domain experience can be a big plus. If the agency has helped similar companies, they’ll likely understand your challenges faster and have relevant media contacts. For example, an agency that has done PR for other fintech startups will know the fintech reporters and what stories they look for. However, even if they haven’t worked in your exact niche, their answer will tell you how they’d ramp up. Maybe they’ll highlight success in a related field or emphasize their research process. You’re looking for confidence that they can navigate your space. An example answer might be, “We haven’t done a crypto wallet startup before, but we have done PR for a payments startup and a blockchain SaaS company, so we’re familiar with the fintech and blockchain media landscape.”

  
  

• “Who exactly will be working on our account and interacting with us day-to-day?” – It’s important to know if the polished VP who is speaking with you will be the one doing the work, or if you’ll be passed to a junior coordinator after signing. Many agencies have senior people sell the business and junior staff execute. There’s nothing wrong with a team approach (junior staff can be very capable), but you should know up front. Ideally, you want assurance that you’ll have a consistent point person and access to senior counsel when needed. The agency might say, “You’ll have an account manager who is your main contact, and I (the director) will oversee strategy. We also have a media specialist who will be pitching journalists.” Clarity on roles helps set expectations on communication.

  
  

• “How do you measure success in PR engagements? What metrics or reports will we receive?” – This question uncovers how the agency thinks about results and accountability. There isn’t one universally accepted metric in PR. Common things they might mention: the number of media placements, quality/tier of outlets, media impressions (audience reach of those outlets), share of voice (comparison to competitors’ media presence), sentiment of coverage, website traffic referred from articles, etc. Some agencies might also mention qualitative measures like “improved brand awareness”. The key is to see if they have a system for tracking and reporting. They should offer to send regular updates or reports (monthly, quarterly) showing what they’ve done and the results. If an agency seems cagey about measurement, that’s a red flag. A good answer might be, “We provide a monthly report detailing all media outreach, the hits we secured, estimated readership, and any notable outcomes. We set specific goals with you at the start and track against them.”

  
  

• “What will you need from us if we decide to work together?” – PR is a collaboration. This question signals that you understand that and are ready to contribute. The agency’s answer will spell out your commitment. They might say they’ll need regular access to you or other spokespeople for interviews or quotes, prompt review of press materials, possibly some content like blog posts or data from your side if you have it, and general openness to brainstorming. They could also mention needing you to loop them in on internal happenings (so they can sniff out PR opportunities). If you have a lean team, it’s good to know how much time you should realistically allocate for PR tasks. A good agency will make it as easy as possible but will definitely need input and communication from you to do their job well.

  
  

• “What is your strategy development process and how do you customize it for each client?” – Essentially, how will they craft a PR plan for you? Some agencies might offer a glimpse: for example, they might conduct a deeper dive, then present a PR plan including key messaging, target outlets, and campaign ideas. They should convey that they don’t do one-size-fits-all, but rather tailor to your specific goals and story. If during the discovery call they already toss out some tailored ideas, that’s a great sign of customization. You can expect them to mention planning around your major milestones and also creating opportunities in between big news.

  
  

• “What would the first 90 days of working together look like?” – This question helps you visualize the engagement. The agency might describe an onboarding phase: e.g., “Month 1 we’ll refine messaging and build media lists and press materials; Month 2 we start active pitching your launch news; Month 3 we pursue contributed articles or speaking opportunities while continuing media outreach…” This timeline gives you a sense of how quickly they operate and when you might see results. It also sets expectations that PR is a process; you might not get a big story in the first 2 weeks; there’s prep work involved. Their answer will show if they have a systematic approach to ramping up a new client.

  
  

• “How do we determine if the partnership is successful? And what happens if things don’t go as planned?” – This is a candid wrap-up question. It brings the focus back to outcomes and managing expectations. A savvy agency will reiterate how they set goals with you and evaluate success but also acknowledge that PR can be unpredictable. They might say, for instance, that if a certain approach isn’t getting traction, they’ll regroup with you to adjust strategy; demonstrating flexibility. Or if you expected one kind of result and got another, they’ll discuss how to realign. 

  
  

Feel free to tailor these questions to your situation. The discovery call time is limited, so pick the ones that matter most to you. Don’t bombard the agency with a huge list; prioritize a handful that address your main concerns. The goal is to leave the call with a clear picture of how the agency works and whether they truly understand and can fulfill your needs. Plus, asking smart questions shows the agency that you’re going to be an engaged, diligent client and that sets the tone for a respectful, productive relationship if you move forward.

Common Founder Misconceptions About PR (and the Realities)

Founders new to PR often carry some assumptions that can make it difficult to get the most from a PR engagement. It’s best to address these misconceptions early,  ideally before or during the discovery call; so you can enter any partnership with a realistic mindset. Here are several common misconceptions and the truth behind them:

1. Misconception: “Hiring a PR agency will get us featured in top media overnight.” Reality: While every founder dreams of a splashy feature in TechCrunch or The New York Times, no PR agency can guarantee immediate or specific press coverage. Yes, agencies bring expertise and media connections, but coverage is earned, not guaranteed. Journalists choose to cover stories that are newsworthy and relevant to their audiences. A good PR firm will increase your chances by refining your story and targeting the right outlets, but expecting a front-page article in week one is likely setting yourself up for disappointment. It often takes time to build momentum; sometimes starting with smaller outlets or trade press before you break into top-tier media. During your discovery call, if an agency promises you “we’ll definitely get you on the cover of X magazine next month,” be skeptical. Credible PR partners will be optimistic but honest about the challenge of earning major media attention and will outline a strategy to work up to it over time, rather than promise instant fame.

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3. Misconception: “PR is just free advertising (or basically the same as marketing).” Reality: PR and advertising/marketing are complementary but not the same. Advertising is paid placement, you control the message but audiences know it’s an ad. PR focuses on earned media – getting your story told by an independent source, like a journalist or influencer, because it’s interesting, not because you bought the slot. As a result, PR can carry more credibility. Readers and consumers tend to trust editorial coverage much more than advertisements​. But PR is “free” only in the sense that you aren’t paying the media outlet (you are likely paying the agency for their time and expertise). Also, you don’t control the final message the way you do with an ad; a journalist will have their own perspective. Think of PR as influencing the narrative, not dictating it. The discovery call is a good time to clarify this if you have doubts, for example, you might ask how the agency works with marketing. Many agencies will explain that PR often provides credibility and awareness that marketing can then amplify. They might also dispel the notion of spinning “trash into treasure”, if something isn’t true or genuinely interesting, a reputable PR team won’t hype it falsely​. Instead, they’ll find authentic angles that cast you in a positive light.

   
   

4. Misconception: “We should only do PR when we have big news (like a funding round), otherwise it’s not worth it.” Reality: Big announcements (funding, product launches, major hires) are indeed prime opportunities for PR, but if you limit PR to just those moments, you’re missing out on continuous storytelling. A great PR strategy involves maintaining a steady drumbeat of exposure between the big news. For example, in months where you have no major announcement, you could still get press by commenting on industry trends, publishing insightful blog posts or whitepapers that reporters might cite, winning an award, or getting invited to speak on a podcast or event. Founders sometimes assume “nothing is happening, so PR would have nothing to do.” In reality, agencies are skilled at creating or capitalizing on opportunities. They might pitch a story about how your company culture is unique, or get you included in a roundup article about trends. Consistent presence in the media builds familiarity and credibility over time, so that when your big news does hit, journalists already recognize your name. Moreover, press coverage isn’t only about news, it’s also about thought leadership. Even if your product updates are quiet for a quarter, you as a founder can be out there sharing expertise (via an op-ed, for instance). So, PR isn’t a switch you flip only on big days, it’s more like a marathon of small and big moments that together tell your company’s story. Discuss with your agency how they would keep momentum rolling during “quiet” periods, a proactive plan here is the sign of a strategic partner.

   
   

5. Misconception: “One press hit means we’ve ‘made it’ (or we’ll suddenly get loads of customers/investors).” Reality: While a great article can certainly bring a surge of attention, press coverage is rarely a silver bullet that alone drives massive, sustained growth. It’s part of a broader puzzle. Founders sometimes idolize that one big feature thinking it will change everything. Yes, you might see a spike in website traffic or inbound inquiries after a strong piece of coverage, and it can absolutely influence investor or customer perceptions. But the effects can be temporary if not followed up. The more realistic mindset is to view each piece of press as one building block in your reputation. A potential customer might need to see your startup mentioned a few times in different places before they seriously check you out. An investor might be impressed by a feature article, but they’ll still do due diligence on metrics. Also, media coverage often has indirect value, for instance, it can help with SEO (articles ranking in Google), it provides content to share on your social channels and in sales decks, and it can be used as proof point (“As seen in ___”) to build credibility with partners. Founders should celebrate press wins, but see them as part of a long-term campaign. During the discovery call, a good agency will temper the “one hit wonder” expectation and talk about how they plan to leverage any coverage you get (e.g., share it on LinkedIn, email it to stakeholders) and line up the next story to keep the momentum. This feeds into that long-term storytelling approach we keep mentioning.

   
   

6. Misconception: “PR’s ROI is too fuzzy – if it doesn’t immediately boost our bottom line, maybe it’s not worth it.” Reality: Measuring PR is indeed more nuanced than measuring a click-through ad campaign, but that doesn’t mean it lacks value. PR’s return on investment often comes in intangible but powerful forms: brand credibility, trust, and awareness. These can eventually lead to very tangible results (sales, partnerships, funding), but it’s often through a longer funnel. One way to gauge PR’s value is through a concept sometimes used in the industry called Advertising Value Equivalency, essentially comparing the media coverage to how much an equivalent advertising space would cost. While AVE has its critics, it offers a perspective: for example, if you get a full-page article in a magazine where a full-page ad costs $5,000, one could say the coverage is “worth” $5,000 of ad spend at minimum. In fact, because readers trust editorial content more, some argue the value is multiples of that. The real ROI of PR often reveals itself over time: perhaps an investor reaches out saying they saw your press, or a big client says your recent interview gave them confidence to call you. Those are wins that might not show up in an immediate sales report but are facilitated by PR. The key is to be realistic and discuss with your agency how you’ll track indicators of PR success (site traffic lifts, social media engagement, share of voice vs. competitors, etc.). Over time, you should see an upward trend in your brand’s recognition that correlates with the PR effort.

   
   

7. Misconception: “Media will just regurgitate our press release or talking points exactly as we present them.” Reality: When you engage in PR, you have to relinquish a bit of control over the narrative. A journalist’s job is to consider the story from all angles, which might include things you didn’t emphasize. They might compare you with a competitor, or mention a challenge in your market as context. Not all coverage will be a glowing advertisement and that’s okay, it’s more credible that way. Founders new to PR sometimes get discouraged if an article isn’t 100% praise or if a quote is slightly paraphrased. Part of the agency’s role is to prepare you for interactions with media (media training) and to set expectations that reporters have the final say. However, their goal is not to make you look bad; it’s to provide a story that’s interesting to their readers. Good PR agencies try to mitigate any surprises by supplying journalists with plenty of positive facts and a clear story, but they cannot (and ethically should not) strong-arm a journalist into only saying what you want. During the discovery call, an agency might bring this up especially if you express nervousness about talking to press. They’ll likely reassure you that they aim for positive coverage (of course) and give examples of how they position clients to achieve that, but they’ll also make clear that earned media is by nature an independent piece of content. Knowing this, you can avoid a common misconception that PR guarantees “controlling the message.” Instead, think of PR as influencing the conversation; the more effectively you tell your story (with the agency’s help), the more likely the resulting coverage will align with your goals.

   
   

Truth Bomb: The Real Value of Earned Media vs. Advertising

Truth Bomb: “What does a one-page advertisement in that publication cost? Let's say it's $5,000. So a one-page positive story has a base value of $5,000. But wait, there's more! Organic content is considered five times more credible than paid content. So that one-page positive story is actually worth $25,000.”

Let that sink in. This often quoted calculation is a useful way to re-frame how you think about PR value. While the exact multiple (five times more credible) is a rule of thumb, not a hard statistic, it highlights a crucial point: earned media (editorial coverage) carries a weight that advertising simply doesn’t. People who read about your startup in a news article are likely to assign it far greater importance and trustworthiness than if they saw the same exact words presented as a paid ad. From a founder’s perspective, especially if you’re budget-conscious, this is a big deal, it means a single well-placed story can punch far above its weight in terms of impact.

During your discovery call, you might not discuss ad rates and credibility formulas, but keep this truth bomb in the back of your mind. When evaluating the cost of PR or the ROI question, remember that PR success isn’t just measured in immediate clicks or leads. It’s measured in credibility and brand equity. If and when your agency lands you that great article, think of it through this lens: “What would I have paid for this space, and how much more is it worth because it’s earned?” This mindset will help you appreciate the long-term value PR is adding to your startup’s brand.

Adopting a Long-Term PR Mindset: Strategic Storytelling Over One-Time Wins

As we’ve hinted throughout this playbook, perhaps the most important takeaway for a founder approaching PR for the first time is the need to adopt a long-term, strategic storytelling mindset. PR is not a hit-and-run game; it’s an ongoing narrative that unfolds over the lifespan of your startup. Here’s what embracing that mindset entails:

• Think of PR as a Continuous Narrative: Your startup’s story has many chapters. The discovery call you’re preparing for is like the planning session for how to start telling those chapters to the world. You might begin with your origin story and first product launch, then later share a chapter about customer successes, then a chapter about growth and new hires, and so on. Each piece of coverage or campaign is interconnected. Founders who succeed with PR see each press opportunity as part of a larger storyline. For example, an initial TechCrunch article might introduce you to the world; subsequent trade articles might delve into your technology; an interview you give months later might position you as a thought leader in your space. Together, they shape the public’s understanding of who your company is and why it matters. This continuity is powerful; it builds recognition and trust incrementally.

  
  

• Patience and Consistency Pay Off: Early on, you might only get small mentions or have to work hard for modest coverage. It might feel underwhelming if you were hoping for a big splash. But by sticking with it and working closely with your PR team, those small wins add up. Consistency is key: if journalists and readers start seeing your startup pop up here and there regularly, you become familiar to them. Over time, familiarity can grow into preference,  a journalist might think of you first when working on a related story, because they’ve seen your name before. It’s a cumulative effect. PR is a marathon, not a sprint, and having a long-term perspective prevents the discouragement that leads some founders to give up too soon. Discuss with your agency what a 6-month or 12-month PR plan looks like, rather than just the first press release. They should help map out a series of PR activities aligned with your business trajectory, reinforcing that patience will yield results.

  
  

• Evolve the Story as You Grow: A startup in its seed stage has a different story than when it’s raising a Series B or reaching its first million users. PR strategy should evolve too. Founders who treat PR as ongoing storytelling will revisit their narrative periodically. The discovery call is the first chapter outline, but 12 months later, you and your PR agency should be saying, “What’s new about our story? What’s the next chapter?” Maybe you’ve discovered new use cases for your product that’s a fresh story to tell. Maybe the market has shifted (e.g., a new regulation, a new trend), you can position yourself in that context. Long-term mindset means you’re never “done” with PR because the story isn’t static. It grows with your company. An agency that’s a true partner will proactively help you find those new angles as you reach new milestones.

  
  

• Education and Expectation Management: When you commit to a long-term PR approach, you also get better at understanding the PR process itself. Founders who work with PR over time learn what tends to attract press, how to speak in soundbites that journalists love, and how to gauge which opportunities are worth pursuing. In essence, you become a more media-savvy founder. This is an often overlooked benefit of sticking with PR: you personally grow as a communicator. You’ll start to anticipate what a reporter might ask, or what kind of story might get picked up, and you can work in tandem with your PR team to seize those chances. You’ll also learn to weather the slower periods and recognize that a quiet month doesn’t mean PR isn’t working, it might just mean focus is on long-lead opportunities or setting up for a bigger win down the line. By staying in the PR game, you cultivate a realistic, seasoned perspective on how media exposure builds. This mindset is far more strategic than the short-term “press-as-a-one-time-win” view.

  
  

• Integrate PR into Your Overall Strategy: Finally, long-term thinking means integrating PR with your other efforts. PR should not live solo. Coordinate it with your marketing campaigns, your product roadmap, your investor relations. For example, if you have a marketing push for a certain feature, your PR agency could simultaneously pitch a story about the trend that feature addresses. If you’re courting investors, your PR team can target media that those investors read to raise your profile indirectly. Over time, PR becomes a thread woven into your business strategy, not just something you dip into when you need a quick boost. Founders who see this holistic picture tend to derive the most value from PR because all parts of the company’s communications are rowing in the same direction. During your discovery call, notice if the agency asks about your broader marketing or company strategy, that’s a sign they are thinking about how PR will align long-term.

  
  

Conclusion: Stepping into Your PR Discovery Call with Confidence

Your first discovery call with a PR agency is a milestone in your founder journey, it marks the moment you actively seek to amplify your startup’s story to the wider world. It’s normal to have a mix of excitement and nerves, but with the insights from this Founder’s PR Playbook, you’re now equipped to handle that call like a pro. You understand why the discovery call matters as a foundation for mutual understanding. You know what to expect in the flow of conversation and the kinds of questions you’ll face (and will ask). You have prepared the information and mindset you need to bring, from a clear narrative of your business to an openness to expert guidance. You recognize the invaluable role a PR agency can play in sharpening your story and positioning your brand for success. You’re also walking in with eyes wide open about common PR misconceptions, no naive notions of overnight fame or guarantees, but rather a realistic view of PR as a long-term game of credibility and awareness.

As you conclude this article, take pride in the fact that you’re taking proactive steps to champion your startup’s story. In the fast-paced journey of building a company, finding time for PR can seem tough, but it’s a step toward sharing your vision with the world and attracting the support that can propel your business forward. You now have the playbook in hand and if you're ready to take the next step, you can book a discovery call with vispr here. We’ll meet you where you are, help shape the story only you can tell and explore how we might turn your next chapter into real visibility.