Written by Tom Green • Published 4th December 2017 • 4 minute read

Tech Crunch Disrupt has landed in Berlin today and hundreds of the world’s best technology entrepreneurs are exhibiting their products at the prestigious Start-up Alley area.

With so much innovation in this space, standing out from the competition has never been harder. One way is to hire a PR agency to promote your product to the media, but many entrepreneurs are wary as the costs represent a big part of their total budget.

Tech Crunch Disrupt

If that’s you then read on…

Firstly, I hear you! It’s a big decision and one that shouldn’t be taken lightly. How do you know if they will deliver what they promise? These five tips can help you take some of the uncertainty out of the decision-making process.


Business life is unpredictable; you won’t always be launching a new product or have something interesting to talk about, yet you still need media to regularly write about you.

A good PR agency will be flexible and be able to deploy a range of tactics to keep you in the media. This can be anything from commenting on the latest trends, unearthing some insights from your internal data, creating thought leadership content, reacting to the news agenda, proactively driving a new campaign, and much more.

Flexibility is important when talking about contract length too – some agencies may try to sign you up for a one year retainer but if this doesn’t fit your needs then why not ask for a six month contract with a break clause after three? After three months you will know if you have made the right choice, and it’s also a long enough time for an agency to show what they are capable of.

Hire specialists

They may be a reputable agency with big clients but are they the right agency for you? Have they proved themselves in the sector you’re in?

You might be considering a range of agencies from global to boutique – there are advantages to both; the larger ones might attract the bigger clients but the boutique agencies are often more affordable and tend to operate in more specialist areas.

A boutique team within a larger agency is a good balance as they will have specialist experience but can quickly call upon the wider agency departments (such as Technology, Sport, Consumer, Public Affairs, Crisis Management, B2B, Digital) as and when is needed.