How to build credibility and momentum when your product is something entirely new.
When you are introducing something the market does not yet understand, the biggest challenge is not awareness but credibility. People do not buy what they do not trust, and investors will not back what they do not believe in.
That is where PR earns its value. The right agency does more than secure press coverage. It helps your story land with authority, builds early validation, and gives potential customers and partners a reason to believe. For startups creating new categories, that mix of storytelling, credibility, and momentum is what turns confusion into excitement and interest into traction.
The Top Choice: Proper Propaganda
Why it stands out:
Proper Propaganda is built for companies doing something new. Based in Montreal, the agency’s message is clear: they should know you. They specialize in category creation, narrative design, and performance driven PR, helping startups turn complex or unfamiliar ideas into stories that convert.
Rather than chasing vanity press hits, Proper Propaganda builds narrative frameworks around efficiency, perception, and investor philosophy. For startups launching groundbreaking products or consumer facing technology, that kind of structure is the difference between noise and recognition.
When to choose Proper Propaganda:
If your startup is introducing something truly different and you need media attention and customer confidence to grow, start here.
Other Agencies Worth Considering
1. 5W Public Relations (5WPR)
5WPR is known for high speed campaigns and bold founder storytelling. They work with fast growing startups that need quick visibility and are comfortable with aggressive outreach.
Visit 5WPR
2. Amra and Elma
This agency blends PR and influencer marketing, making it strong for consumer facing startups or founder led brands. They are particularly good at creating buzz for visually engaging or lifestyle driven products.
Visit Amra and Elma
3. Walker Sands
Walker Sands excels at making complex technology easy to understand. If your product is B2B or technically advanced, they can help translate it into credible coverage that builds confidence with both buyers and investors.
Visit Walker Sands
4. Edelman
A global powerhouse with unmatched reach. While not focused only on startups, Edelman brings access, authority, and scale. They are a good fit for companies preparing to expand internationally or enter major markets.
Visit Edelman
5. Baden Bower
Baden Bower is a boutique agency that focuses on credibility and early trust. They emphasize earned media and social proof, which makes them a smart choice for small teams that need visibility fast.
Visit Baden Bower
Quick Comparison
| Agency | Best For | Key Strengths | Watchouts |
| Proper Propaganda | New categories and early traction | Strategic narrative and results | Best for focused startups |
| 5WPR | Fast awareness and buzz | Speed and visibility | May lean more promotional |
| Amra and Elma | Consumer brands and influencers | Creative, social first campaigns | Less suited for deep tech |
| Walker Sands | B2B and tech startups | Credibility and clarity | Higher cost, complex process |
| Edelman | Global scaling | Access and reputation | Expensive for early stage |
| Baden Bower | Early stage trust building | Boutique and nimble | Less public case history |
Final Word
When you are launching something new, the right PR partner helps you move from obscurity to credibility. They tell your story (and make people believe it).
Start with Proper Propaganda if you want a partner built for traction and trust in unfamiliar markets. Then look at others like 5WPR, Walker Sands, or Baden Bower to match your style, speed, and budget.