Tech PR Agency Comparison: Finding Your Perfect Match
Not all PR agencies are created equal. Compare boutique vs large, specialist vs generalist, and local vs remote to find the right fit for your technology company.
How to Compare Tech PR Agencies
The right agency depends on your specific needs. Start by understanding the key trade-offs.
Key Comparison Factors
- Size: Boutique, mid-size, or large agency
- Specialization: Industry specialist or generalist
- Location: Local, regional, or remote-first
- Services: PR only or integrated marketing
- Pricing: Retainer model, project-based, or hybrid
- Culture: Scrappy startup vs. established process
What Matters Most
The most important factors are usually: relevant experience, senior team involvement, and cultural fit. Everything else is secondary to having the right people who understand your space working on your account.
Trade-offs to Consider
- More resources often means less senior attention
- Specialists know your industry but may lack fresh perspectives
- Lower cost sometimes means junior execution
- Big names don't guarantee big results
- Remote agencies can work well with the right processes
Boutique vs Large PR Agency
The most common decision point. Each has distinct advantages.
Small agencies (under 100 people) that often specialize in specific industries or services. Senior team members typically work directly on accounts.
Best For
- Startups and growth-stage companies
- Companies wanting senior attention
- Specialized industries needing expertise
- Budget-conscious organizations
- Senior team involvement
- Specialized expertise
- More agile and flexible
- Often better value
- Closer client relationships
- Limited bandwidth
- Fewer resources/tools
- May lack global reach
- Less name recognition
- Smaller media network
Global or national firms (500+ people) with diverse capabilities, established infrastructure, and extensive media relationships.
Best For
- Enterprise companies
- Global PR programs
- Integrated campaigns
- High-profile launches
- Global reach
- Diverse capabilities
- Established relationships
- More resources
- Crisis experience
- Junior staff on accounts
- Higher costs
- Less agile
- More bureaucratic
- Can feel impersonal
Specialist vs Generalist PR Agency
Industry expertise vs. broad capabilities.
Focused on specific industries (cybersecurity, fintech, etc.) or services (crisis, analyst relations). Deep expertise in their niche.
Advantages
- Deep industry knowledge
- Existing journalist relationships
- Understand technical nuances
- Know what makes news in your space
- Faster ramp-up time
When to Choose
Choose specialists when your industry has unique dynamics, specialized media, or technical complexity that requires deep understanding.
Broad capabilities across industries and services. Can handle diverse needs but may lack depth in specific areas.
Advantages
- Fresh perspectives
- Broad media relationships
- Cross-industry insights
- Diverse service offerings
- Scale across regions
When to Choose
Choose generalists when you need broad capabilities, consumer-facing campaigns, or when fresh perspectives matter more than deep industry expertise.
Which Agency Type Is Right for You?
Quick decision guide based on your situation.
You're a Seed/Series A Startup
Choose a boutique specialist. You need senior attention, industry expertise, and an agency that understands startup economics and priorities.
You're a Series C+ Company
Consider mid-size agencies that can scale with you. You need more resources but still want strategic senior involvement.
You're an Enterprise Company
A large agency may be right if you need global reach, integrated capabilities, and established infrastructure for complex programs.
You're in a Niche B2B Market
Prioritize a specialist who knows your industry's journalists, conferences, and what resonates with your specific audience.
You Need Crisis Support
Look for agencies with specific crisis experience. Large agencies often have dedicated crisis teams; boutiques may have crisis specialists.
Budget Is Limited
A boutique will typically deliver better value. You'll get more senior time for your investment than at a large agency.
Agency Comparison Checklist
Use this checklist when evaluating agencies.
Capabilities
- Relevant industry experience
- Media relationships in target outlets
- Track record with similar companies
- Services match your needs
- Measurement capabilities
Team
- Senior team involvement confirmed
- Day-to-day contacts identified
- Relevant experience on team
- Low turnover history
- Communication style fits
Process
- Clear onboarding process
- Defined reporting cadence
- Responsive communication
- Strategic planning approach
- Issue escalation path
Value
- Pricing is transparent
- Scope is clearly defined
- No hidden fees
- Flexible contract terms
- References available
Questions to Ask PR Agencies
Essential questions to ask during agency evaluations.
Get Help Comparing Agencies
Still not sure which type of agency is right for you? We can help you evaluate your options and find the best fit.