Every startup founder eventually faces the same question: how do we tell our story beyond product marketing? Some turn to PR, while others consider bringing senior communications leadership into the company.
Both can be expensive options with extra capabilities your startup doesn’t need at the moment.
That’s where a fractional PR and Communications Consultant – offering executive-level strategy without the full-time salary or agency retainer that can cost over $100,000 annually.
Who Is a Fractional PR and Communications Consultant?
A fractional consultant is a senior communications executive who works with your company on a flexible basis. Instead of hiring full-time leadership, you bring in a seasoned expert for a fraction of the cost.
Unlike a PR and communications agency, a fractional CCO (another term) doesn’t just focus on media coverage.
They offer a more holistic approach and can support your startup to build messaging frameworks, guide internal communications, manage investor relations, and prepare leadership for crises.
They are an excellent option for early and growth-stage companies, where communication needs are high but budgets for permanent C-suite hires are limited.
Differences Between a PR and Communications Agency and a Fractional Consultant
| PR and Communications Agency | Fractional CCO | |
| Scope & Focus | Executes campaigns, manages media outreach, and builds short-term buzz. | Develops company-wide strategy, keeps communication consistent. |
| Stakeholder Reach | Targets journalists and the general public. | Works with investors, employees, partners, regulators, and media—balancing all priorities. |
| Integration | External vendor with limited access to decision-making. | Embedded advisor who collaborates directly with leadership and sits at the strategy table. |
| Crisis Preparedness | Reacts to crises as they unfold, often limited to media handling. | Prepares playbooks in advance, trains executives, and manages responses to protect credibility. |
| Cost Structure | Retainers of $10,000–$20,000+ monthly ($120K–$380K+ yearly). | Flexible: hourly ($150–$250), project-based, or part-time retainer |
| Scale of impact | Campaign visibility that fades once contracts end. | Builds long-term reputation, executive positioning, and cultural alignment. |
When is a Fractional PR and Communications Consultant a Better Fit?
Every scaling business can benefit from communications leadership, but don’t need an agency to handle all the work for them.
Here’s when a fractional consultant can make a stronger impact:
- Prepare for fundraising or board presentations: Investors expect clear, confident narratives that go beyond customer acquisition metrics.
- Navigate rapid growth: As teams expand, internal communication often lags behind. Employees leave if they feel misaligned.
- Build executive visibility: Founders need to be seen as credible leaders. A fractional CCO prepares them for media, keynote speeches, and thought leadership opportunities.
- Protect reputation: From legal disputes to sensitive social issues, startups nowadays face several communication challenges. A fractional CCO with several years of experience can anticipate risks and build a strategy to protect credibility
- Aligning stakeholders: Employees, customers, and investors need different messages but they all must come from the same consistent story.
Can Fractional Consultants Help with PR?
Yes, while some fractional CCOs focus strictly on communications strategy, others are trained and experienced with PR responsibilities as well. It comes down to finding the right professional who can cover both, or who knows when to bring in a PR partner.
Meet Victoria Kirk, Your PR & Communications Consultant
Victoria Kirk, a PR and communications strategist from Toronto has over 20 years experience working with startups and growth-stage businesses across North America.
She partners with founders to:
- Build messaging frameworks that align customers, investors, employees, and boards.
- Develop crisis playbooks before they’re needed.
- Position executives as credible voices in their industries.
- Strengthen internal communications to improve alignment and morale.
- Oversee PR strategy while keeping it tied to long-term goals.
As your fractional PR and communications consultant, her focus is bridge the gap between communications, marketing, and visibility to keep your startup credible. Book a consultation today.
