Every startup founder knows the feeling: you hired a PR agency with high hopes, but months later, you're questioning whether the relationship is actually moving the needle. Maybe the coverage isn't materializing, the team feels disconnected from your vision, or worse — you're not sure what you're paying for anymore.
Switching PR agencies isn't a decision to take lightly, but sometimes it's the smartest move for your business. The key is knowing when you've hit that tipping point and how to make the call objectively, not emotionally.
The agency relationship matters more than you think
Unlike other vendor relationships, PR agencies become an extension of your brand voice. They're speaking for you to journalists, crafting your narrative, and positioning you in the market. When this relationship isn't working, it wastes your budget and can actively damage your reputation and market positioning.
The stakes get higher as you scale. Early-stage companies might survive mediocre PR, but growth-stage startups competing for market share, top talent, and investor attention can't afford to have their story told poorly or not at all.
Red flags that signal it's time to move on
Not every rough patch means you need a new agency, but certain patterns should trigger serious evaluation.
Communication breakdowns are often the first warning sign. When your agency team doesn't understand your business, struggles to articulate your value proposition, or consistently misses the mark on messaging, you'll find yourself constantly correcting their work or explaining basic concepts about your industry. Similarly problematic is a lack of proactive strategy, where they're reactive instead of strategic, only responding when you push for coverage rather than bringing fresh ideas and opportunities to the table. Great agencies should be thinking three steps ahead, not waiting for your direction.
You should also be concerned if you're seeing declining results over time, where coverage volume or quality has dropped significantly and they can't explain why or present a clear plan to fix it. This is especially concerning if your news flow and market activity have remained consistent. Misaligned expectations represent another major red flag, particularly when despite multiple conversations, you and the agency fundamentally disagree on goals, timelines, or what success looks like, which often happens when agencies over-promise during the sales process. Finally, consistent team turnover should raise alarms. If you've worked with several different account managers in six months, or your original team has been replaced without explanation, remember that continuity matters in PR. Consistently having to give new team members a 101 on your business is not productive nor does it build trust.
Questions to ask yourself before making the switch
- Have you clearly communicated your concerns and given the agency a fair chance to address them? Sometimes a candid conversation can reset expectations and improve performance.
- Are your expectations realistic? PR takes time, especially in competitive markets or complex industries. Make sure you're not expecting overnight miracles.
- Is the problem with the agency or the broader strategy? Maybe your positioning needs work, or you don't have enough news to warrant the coverage you want.
- Do you have the bandwidth to manage a transition? Switching agencies requires time and energy, so make sure you're prepared for the process.
Making the transition
If you decide to make a change, do it thoughtfully. Document what worked and what didn't with your current agency to brief the new team effectively. Look for agencies that specialize in your stage and industry, and be upfront about why the previous relationship didn't work.
Most importantly, view the transition as an opportunity to reset your PR strategy entirely. New agency, new approach, new results.
The bottom line
Staying with an underperforming PR agency out of loyalty or convenience can cost you more than money — it can cost you momentum, market position, and growth opportunities.
The right PR partner should feel like an extension of your team, consistently deliver results that matter to your business, and help you think bigger about your story and market opportunity. If that's not happening, it might be time to make a change.
Does this feel familiar? Drop us a line to see if our partnership makes sense.
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