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PR & Communications for Startups

The right media, the right message, the right moment – from the funding announcement to crisis communication.

Updated: September 2026

Communication agencies such as Farner cover the full spectrum: media relations, corporate communications, public affairs, crisis and litigation PR, and sector communication for health, finance, real estate and tech. Farner even runs a dedicated start-up desk.

Questionnaire: PR & communications

The more precisely you answer, the more precise the quote – without follow-up calls. Required questions are marked.

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What's included

Media relations & press kit

€1,300 – €4,800

Press releases, press kit and contact with journalists – e.g. for a launch or funding round.

Corporate communications

€3,200 – €9,600

Strategy and delivery of external and internal communication: messages, channels, spokespeople.

Media & presentation training

€1,600 – €4,800

Training for interviews, panels and presentations – so founders come across confidently on camera and on stage.

Stakeholder & reputation management

€3,200 – €12,800

Who matters to your startup (investors, authorities, partners, community) and how you manage relationships and reputation.

Crisis communication (incl. cyber crisis)

€4,800 – €24,000

Preparation for and support in crises – including cyber attacks, with a crisis plan and 24/7 availability.

Public affairs & litigation PR

€4,800 – €24,000

Communication with politics and authorities, and communication during legal disputes.

Sector communication (health, fintech, proptech, tech)

€3,200 – €16,000

Specialist communication for regulated or complex sectors such as health, fintech, proptech and tech.

Guide price: Guide value for agencies and studios, excl. VAT, printing, production and third-party costs.

How it works

Analysis

Occasion, goals, target media, risks.

Messages

Key statements and spokespeople.

Delivery

Press work, appointments, training.

Monitoring

Measure response, adjust.

Duration: Single press release: 1–2 weeks. Ongoing press work: usually a retainer over 3–12 months. Crises: immediately.

Frequently asked questions

What does ongoing press work cost?
Common retainers range from about €1,500 to €5,000 per month depending on scope and markets. You'll find the PR retainer under «Ongoing support».
Does a startup need a crisis plan?
As soon as you handle customer data, financial products or health topics, a simple crisis plan makes sense.
Does PR guarantee coverage?
No. Good agencies increase the chances with relevant stories and good contacts, but they cannot guarantee coverage.

Questionnaire: PR & communications

About 10 minutes. The more precise your answers, the more precise the proposal – and the fewer calls you need.

Take your time – you don't have to do it all at once.Your answers are saved automatically in this browser. Fill in the brief in two or three sessions: close the window, come back later – everything you entered is still there. To continue on another device, save your answers as a file.

1. Your startup

The basics every agency asks first.

Stage

Business model

Target markets

2. What you need

From strategy and logo to web portal, app and trade-fair booth.

What do you need? Tick everything that applies. Grouped the way branding agencies structure their services. Not sure where to start? Select the essential kit – you can add or remove items afterwards.

Nothing selected yet

★ = essential kit every startup needs

PR & communications

Add more services

Brand strategy & positioning

Naming & corporate wording

Logo & corporate design

Business stationery

Website, web portal & e-commerce

App & product design (UX/UI)

Pitch deck & investors

Marketing, campaigns & editorial

Packaging design

Trade-fair booth, signage & space

Launch, film & photo

Employer branding & culture

Ongoing support (per month)

3. Starting point

What exists already and where the brand should go.

Why now? The trigger for the project.

What already exists?

What must stay?

at least 20 characters

Interested in a digital competitor analysis?How your competitors show up online: website or shop, which pages and search terms (keywords) bring them the most traffic, social media (Instagram, Facebook, LinkedIn, TikTok), apps and ads. Many agencies do this together with SEO and online-marketing partners.

Brand characterMove the sliders – the middle means «no preference».

PlayfulSerious
ClassicModern
AffordablePremium
UnderstatedBold
Warm & humanTechnical & precise
4. Budget & timing

The two questions that decide whether an agency can help you.

Budget for this project Excl. VAT. A realistic range saves everyone time – agencies scale the scope to it.

Is the budget approved?

Payment models you are open to

Would you be willing to pay part of the fee in company shares (equity)?Some agencies work with startups partly in exchange for a stake – this can lower the cash amount. Whether it is possible is always up to the agency.

How fixed is the deadline?

5. Working together

So you are matched with agencies that work the way you do.

Who makes the final decision?

How do you want to choose an agency?We do not forward requests for unpaid creative pitches.

Location of the agency

Preferred agency size

Experience with agencies

Should the agency also take care of legal protection?Trademark search and registration for name and logo, design protection, domains and transfer of usage rights. Agencies usually coordinate this with an IP lawyer. Patents protect technical inventions and are a matter for a patent attorney, not a branding agency.

6. Contact

Who the agencies should talk to.

Preferred first contact

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