Why Should I Hire a PR Agency?

Establishing a memorable reputation is a challenge every growth-minded company faces. Whether you are building momentum as a startup or moving your business into a new phase, visibility in the market influences how investors, customers, and partners decide to engage with you.

However, traditional search is no longer the only way people discover brands and solutions. The influx of AI-powered tools such as ChatGPT and conversational interfaces is changing how teams and buyers gather information before they make purchase decisions. Recent data show more than 30 percent of Gen Z users perform company research on platforms such as ChatGPT and Perplexity, and there’s been a steady increase over the last 6-months of Google searches resulting in AI overviews. This makes discoverability a moving target. 

Partnering with a PR agency like Karbo gives your business the best chance to be found and trusted, no matter how the search and media landscape changes. 

What does a PR Agency actually do?

While the majority of professionals these days know that a PR agency is more than a “press release factory”, there is still some mystery about what PR agencies can and should be doing for their clients. While the tactics and services can vary based on region, skill set and subject matter expertise, the right team helps shape how your company shows up in every space where reputation matters. This can be in news stories, across social platforms, through speaking engagements, award programs, influencer partnerships, or in conversations driven by today’s AI-powered platforms.

At its core, PR work centers on crafting narratives and giving executives a stage to communicate differentiation and thought leadership. 

Agencies gather the facts, dig into your differentiators, and turn details into messaging that’s compelling for journalists, analysts, customers, search engines, and the algorithms behind tools like ChatGPT. They monitor trends, track mentions, and anticipate issues. They counsel your leaders before the spotlight arrives, make sure you get the spotlight, help you avoid potholes, and step in with prompt guidance when problems or crises surface.

PR agencies build and protect your brand by:

• Creating messaging that differentiates and  lands effectively and consistently across web, media, and social channels
• Developing and pitching compelling narratives to trusted outlets, influencers, analysts, and award committees
• Securing speaking engagements and pursuing industry awards to raise your executive and brand profile
• Preparing your team for interviews and media opportunities
• Anticipating and avoiding potential crises
• Monitoring and reacting to digital sentiment, influencer conversations, and new search patterns, including how your company is referenced in AI-generated summaries

When your company is moving fast, launching new products, or entering new markets, a PR agency helps you stay visible and credible. With the right partner, activity will result in increased awareness and real trust with the audiences who matter most.

Why do companies hire a PR agency?

Every company reaches a stage where attention, credibility, and influence can’t be achieved by organic word-of-mouth alone. You may have a strong product and an ambitious team, but so do many tech founders. The bar for “standing out” in busy, competitive markets is rising; meeting it requires expertise and scale.

PR agencies help companies drive meaningful progress in several ways:

• Discoverability is no longer limited to classic web search. PR agencies know how to position your brand for AI-driven platforms, ensuring your company is found and referenced where your audiences are searching.
• Editors and analysts tend to listen up when a pitch comes from a source they already trust. Doors open more easily, and your news expands beyond your echo chamber.
• If your story keeps changing across different channels, you confuse more people than you convince. PR keeps every version of your message in tune, so you sound like one company, in print, on socials, at events and through AI summaries and searches. And you’re clearly differentiated from your competitors.
• Opportunity moves fast, but so do PR teams. Agencies uncover news hooks, connect you to decision-makers, and bring in visibility at a pace you would struggle to achieve on your own.
• Awkward questions and crises can be par for the course. PR can prepare leaders to manage the unexpected, relieving some of the pressure by instilling confidence

Working with a PR agency means you have an experienced partner focused on your progress. This is the team that gives you a strategic edge when reputation and timing are crucial.

How do you know when it’s time to bring on a PR agency?

There’s no universal timeline for engaging a PR agency. But there are several inflection points where an agency is especially valuable. Some brands make the call before their product launch, while others only reach out after a crisis erupts or growth stalls. As a rule, the most value comes from partnering with a PR agency before issues escalate or reputational gaps widen. If you’re hearing the same questions repeatedly, struggling to align your messaging, or noticing your competitors own the headlines and AI moments, it’s time to consider external support.

Based on our experience, here are inflection points when engaging a PR agency makes the biggest difference for startups and scaling teams alike:

• You haven’t launched your company yet
• Your market is increasingly competitive and it’s become more difficult to keep and gain ground against your competitors
• You’re gearing up for a funding round and want to stand out to investors
• A product launch is coming and you need widespread coverage
• Your audiences are confused about who you are and what you do
• There’s industry chatter you want to shape, influence, or ride
• Competition is heating up and you’re falling behind in search and media
• You sense that your digital footprint is too small, or your story isn’t landing with buyers, partners or algorithms

A good PR agency doesn’t push for action just for the sake of activity. The right time is when visibility matches your ambition, and when it’s clear you have a story worth amplifying. If your leadership is committed, your team is ready to collaborate, and you’re prepared to share both wins and challenges, you’ll see the biggest impact.

The bottom line: if your business goals hinge on awareness, trust, credibility and/or scaling recognition, it’s time to think about partnering with a PR agency, before you’re caught reacting to someone else’s narrative.

Can a PR agency help my business get found in AI search?

Absolutely. More decisions, purchases, and recommendations are shaped by AI-generated summaries, chatbots, and new platforms that rank and cite brands on the fly. If your business isn’t appearing in these recommendation engines, you’re likely missing out on crucial opportunities.

A tech PR agency helps you get found in all these channels. The right team crafts stories and proof points designed for the algorithms that power AI-driven results in addition to journalists and traditional search. This means your brand shows up in news coverage, industry conversations, and the AI-powered answers shaping real decisions.

The Karbo team can ensure you appear in the places where buyers, journalists, partners, and investors are looking, including new search tools, smart assistants, and AI-driven platforms. In crowded, fast-moving markets, discoverability is what sets ambitious brands apart. Our job is to keep you visible and trusted, regardless of where search starts.

What should you look for in a PR Agency partner?

This is a partnership, not a procurement process. You want a team you trust that gets your sector, shares your urgency, and can actually deliver, not just promise.

Look for agencies with a proven record of partnering with companies like yours, in your market and at your pace. A strong partner asks the hard questions, spots issues before they develop into problems, and can show real evidence that their work delivers outcomes with media, analysts, buyers, and investors alike.

Reliable agencies are upfront about who will be on your team day-to-day, how they report progress, and how fast you can expect to move from kickoff to first results. You get the most out of an agency when you’re clear about your goals, candid about your challenges, and ready to collaborate. Chemistry matters; so does candor.

What sets Karbo apart? Karbo puts senior PR pros on the frontline. You don’t get a bait-and-switch after the pitch, but real partners who live and breathe your sector and your business. We’ve worked with thousands of companies over twenty five years, from ambitious startups to high-growth companies facing high stakes and market noise. Our approach mixes creativity with commercial sense, helping you cut through, land your message, and get the recognition and relationships you need to win.

Ready to raise your profile, reach the right audiences, and make your story travel further, both with people and the AI systems shaping our industry? Reach out to Karbo for a discovery call and learn how we help ambitious brands cut through.

Frequently Asked Questions About Hiring a PR Agency

Is PR only for large companies?

No. PR is essential for growth at any stage. Startups and scaling teams benefit from experienced guidance just as much as established brands. A good agency tailors plans to your goals and resources, making impact possible whether you’re building early recognition or managing major launches.

How quickly can I expect to see results?

Some wins arrive fast; coverage, buzz, and new introductions can happen within days or weeks. Strategic reputation and trust, however, are built over time. The best results come from steady work, smart storytelling, and real partnership between your team and your agency.

What ROI does PR deliver?

PR is an investment in visibility, credibility, and connection. ROI may show up as concrete coverage, inbound leads, improved investor conversations, stronger industry relationships, and increased discoverability in both media and search. Align on your goals at the start of your partnership and work with your agency to decide on the optimal reporting cadence.

Does PR help with AI and digital discoverability?

Absolutely. Modern PR strategies include making sure your brand appears in news, search, analysts’ reports, and inside AI-powered platforms. Agencies track how you’re referenced, cited, and surfaced, so you show up everywhere your stakeholders go looking.

What does good PR look like for my business?

You should expect partnership and transparency from your agency. Reporting, responsiveness, and the ability to flag risks, seize opportunities, and shape your story all matter. If you’re ready to invest in reputation, expect your agency to invest in your success.

How can I go about hiring a PR agency?

We’ve developed some additional resources to support brands on this journey. Check out “Must-Ask Questions to Land Your Ideal Tech PR Agency” and “Why Your RFP for a Top Tech PR Agency Isn’t Working and How to Fix It” for advice and guidance on how to get the most out of your search.