When you look for a "public relations agency," are you looking for the same thing as a "PR agency"? In France, the two terms are used almost interchangeably in everyday language. But technically, they don't cover exactly the same reality.

This confusion is common and understandable. Here is what lies behind each term, what these agencies actually do, and how to choose the right one based on your needs.

‍

Public relations and press relations: what’s the difference?

Public relations refers to the broad field of an organization's communication with its external stakeholders. This includes journalists, but also public authorities, investors, local communities, and industry associations. Public affairs, lobbying, and crisis communication are all part of this expanded scope.

Press relations are a subset of public relations, focused specifically on journalists and the media. The goal is to generate coverage in newspapers, magazines, news sites, podcasts, and radio or television programs.

In practice, the vast majority of agencies that call themselves "public relations agencies" primarily handle press relations. The term is often used as a synonym in the industry, even if it isn't technically accurate.

‍

What does a public relations agency actually do?

The core work of a press relationswhether it is called a PR agency or a public relations agency, its goal is to generate media coverage for its clients.

Developing media angles. Before approaching a journalist, you must find the angle that justifies an article. It is not your fundraising itself that interests a journalist. It is what that funding says about market trends, what it will change for your customers, and the problem it allows you to solve on a larger scale.

Media relations. A PR agency maintains regular relationships with journalists in its field. It knows their areas of interest, their deadlines, and their working habits. It knows how to approach them, when, and with what. These relationships are built over years, not weeks.

Writing PR content. Press releases, press kits, background notes, and op-eds: the agency produces the content necessary to provide journalists with the information they need to write their articles.

Monitoring and strategic consulting. A reputable agency monitors news in your sector, identifies opportunities (a trend to jump on, a controversy to anticipate, a key moment in the media calendar), and advises you on your overall strategy.

‍

When do you need a public relations agency?

The question is worth asking honestly. A public relations agency is not useful at every stage of a company's development.

It becomes relevant when you have a story to tell the media. Fundraising, a product launch, remarkable growth, or a disruptive point of view on your market are all potential triggers for a PR campaign.

It is particularly effective during phases of rapid growth, when media visibility can accelerate brand awareness, attract talent, reassure prospects, and strengthen credibility with investors. The article on the benefits of press relations for a company details the situations where PR has the most impact.

It is less relevant when you don't have strong topics to pitch, when you are in a very early stage without market validation, or when your target audience does not consume traditional media.

‍

How do you evaluate a public relations agency?

Several criteria help distinguish a serious agency from one that over-promises.

Industry specialization. An agency that knows your sector understands your challenges without needing prior explanation, knows the relevant media outlets, and already has relationships with the journalists who cover your topics. This is a concrete advantage.

Transparency regarding expected results. A good agency does not guarantee specific coverage. Journalists are independent. What they do guarantee is a rigorous strategy, solid angles, and serious execution. Be wary of agencies that promise a specific number of articles before they even know your subject.

Concrete references. Ask for examples of clients they have supported in your sector and the media outlets where those clients were featured. Tangible results are worth more than any presentation deck.

For a complete guide, the article on how to choose a PR agency in 2026 details the questions to ask and the mistakes to avoid.

‍

Public relations agency vs. communications agency: what is the difference?

Confusion between these two types of agencies is common, and the choice depends on what you are specifically looking for.

A communications agency manages your overall brand presence: visual identity, content, social media, and advertising. They work on your "owned" and "paid" channels. You control what is published.

A public relations agency works on your presence in independent media, the so-called "earned media." They do not buy visibility. They generate it by pitching journalists who make the editorial choice to write about you. You do not control what is published, but the credibility is much higher.

These two approaches are complementary. However, they serve distinct objectives and require different skill sets. To understand the differences between the two in detail, the article on PR agency vs. communications agency explore this topic.

‍

Linker: a public relations agency dedicated to tech startups and scale-ups

Linker is a press relations agency whose core business is supporting tech startups and scale-ups with their media strategy. We work with journalists from tech, business, and trade publications who cover the French and European startup ecosystem.

Our approach is built on strong angles, rigorous execution, and measurable results. No dashboards filled with vanity metrics. Just a real partnership with a clear objective.

If you are looking for a PR agency tailored to your stage and sector, the first step is a conversation to assess the media potential of your story.