It’s better to correct a thing multiple times and finally deliver it with perfection, rather than wasting hard-earned resources on some petty decisions made hastily that make us regret it in the aftermath. We know that when you start a business on your own you have a lot of pressure and expectations to attend to, but my dear friend, only the one who handles this pressure with calm and composure will lead in a better way.

Coming to the issue where most Indian startups lack support is the way they handle PR as a function. It’s good to see that currently, instead of experimenting with PR on your own, you are outsourcing it to PR agencies for startups. But even as you outsource them, certain things will make you regret your decision to hire a PR agency for your Startup, and here is a list of those things:

1. They’re not good storytellers – yes, storytelling is the primary art PR professionals need to be adept at because for a story to have a lasting impact, it must be told in a way that attracts journalists almost instantly . . Most PR folks fall behind in this art and often don’t make much of a profit for startups, even when they provide them with numerous innovative points to highlight.

2. They’re always chattering about past clients: It’s good for PR people to talk about their past clients so potential clients will join in. But once on board, if these professionals are still babbling about past clients, rather than working on your project; So be careful that these people are useless and will not get much of a media presence as claimed.

3. They consider themselves experts: Yes, they are probably the experts in the art of storytelling, but this does not mean that they have to act like one when talking to their client. Rather than acting like an expert, they need to be curious and eager in the insight phase to reflect the best possible characteristics of the customer and their organization in media stories.

4. They are starved for credit all the time: Their job is to get you news coverage, profile stories, and of course some kind of interviews as promised in the deal. But sometimes, PR agencies are seen to mislead startups by betting on the reprinted version of news coverage. So when it comes to a start-up PR agency, be very careful not to be fooled, only pay for the ones that are original in every way.

5. They are extremely expensive: You are a newcomer to the industry and considering your childhood in the industry, you are more likely to be cheated in terms of money. There are certain companies in this extremely broad public relations industry that will mislead you without your knowing it. So instead of investing in these companies, take your time and do a thorough research on the best players in the public relations industry who specialize in the genre that you or your organization work in.

Now, after reading all these facts, you may be thinking that public relations is not good for startups. But it is unless and until you and your startup designate a trusted PR firm. The company will not only provide you with everything promised in the agreement, but will also design personalized public relations strategies for you and your startup that will reap many more benefits than expected.