By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
I hear a version of this question frequently from founders: Can a startup run an effective PR campaign on a startup budget? Of course it can.
MACIAS PR has launched media and branding campaigns for all kinds of startups. You can see those case studies here. But there is a fundamental relationship that frequently gets lost when founders start discussing budgets: the size of the PR campaign has to match the scope of work.
You can’t hire an agency for a limited startup campaign and then expect the resources of a national, full-scale media campaign. If you want more markets, more storylines, more reporters and more agency hours, that’s a different scope of work—and it requires a different budget. This isn’t unique to PR. It’s how professional services work.
What Does “Scope of Work” Mean in Public Relations?
A PR scope of work defines what the agency is actually being hired to do and how much of its resources will be devoted to the campaign. That can include the number and types of storylines being developed, geographic markets being targeted, categories of journalists being approached, media research, strategy, writing, spokesperson preparation, follow-up and the ongoing development of new angles.
The important word there is resources. PR is a human-capital business. Developing a compelling story, Identifying the journalists who are most likely to care about it takes time. Writing different approaches for different media requires time. Following up intelligently takes time.
If a startup wants a smaller campaign, we can define a smaller scope around the resources available.
Geographic Expansion Is a Good Example of Scope Creep
Local media campaigns make this particularly easy to understand. Let’s say a company initially wants to target New York. We develop the New York angle, research relevant reporters and producers, identify the local connection and begin outreach.
Then the founder decides Miami would be valuable too. That’s not necessarily a problem. But Miami isn’t simply another email address. Why does the story matter in South Florida? Is there local data? A customer? An employee? A trend? What makes a Miami editor believe this belongs in a Miami publication? All of these factors require a different approach.
Now add Los Angeles, Chicago and Dallas. We’ve gone from one campaign to potentially five localized campaigns.
There are definitely efficiencies across them, but the additional work is real.
Decide What Matters Most Before the Campaign Begins
For startups working with limited PR budgets, prioritization is one of the most useful conversations to have at the beginning.
If the company’s biggest objective is establishing credibility with investors, the campaign should concentrate on a particular category of business and industry media. And if a company has a compelling geographic expansion story, local media could deserve more resources. More often than not, the smarter question is: What should we do first?
A well-defined scope forces both the startup and the PR agency to answer that question. It establishes what matters most, where the resources will go and what kind of campaign can realistically be executed within the budget. Then, as the company grows or the campaign demonstrates traction, the scope can grow with it.
The more targeted a campaign becomes, the more work happens behind the scenes. And once outreach begins, the work doesn’t stop. Responses need to be managed. New reporters and media outlets need to be found. Follow-ups have to be timed. Interviews need to be coordinated. The news cycle varies by markets and that can create new openings that require a different angle
Budget and Expectations Should Move Together
There’s nothing wrong with having a startup PR budget, or wanting a large national campaign as a startup.
If you want an agency developing multiple storylines, pursuing numerous geographic markets, targeting several media categories and dedicating substantially more time to outreach, that can be built into the campaign. But the scope and budget have to reflect it. Otherwise, you’re setting yourself up for failure. You’re not saving money but potentially wasting money if the PR agency doesn’t have the resources for your additional lift.
Conversely, if you’re an early-stage founder who needs to conserve cash, a more focused PR campaign can still make sense. Define the strongest objective. Concentrate the strategy. Give the agency enough time to execute it. And understand what you’ve actually hired them to do.
I’ve seen startup campaigns generate meaningful media opportunities without massive corporate budgets. What makes those relationships work isn’t pretending resources are unlimited. It’s alignment.
A startup budget can support a startup PR campaign. A larger scope requires a larger investment. The important thing is making sure everyone agrees on which campaign you’re actually running.
Quick PR Quote?
If you’re preparing for a product launch, funding round or growth phase, contact MACIAS PR to learn how strategic public relations can help accelerate your business goals. You can get a customized PR quote for your business or product launch from MACIAS PR by clicking here.
About Mark Macias
Mark Macias is the founder of MACIAS PR, an earned-media public relations agency that develops media strategies and thought-leadership campaigns for startups and established companies across healthcare, technology, finance and other industries. Before founding MACIAS PR in 2009, Macias worked as an Executive Producer with NBC and Senior Producer with CBS in New York. His newsroom experience shapes the agency’s approach to media strategy, storytelling and earned media.