Over the years, I’ve worked with many startups that recognize they need strategic communications leadership. They’re raising capital, trying to stand out in a crowded ecosystem, pivoting their business, or expanding into new markets.
This is where a fractional head of communications comes in. A fractional communications leader provides senior, strategic communications leadership on a contractual basis, helping companies to hone their positioning, design the communications strategy, and advance their market visibility and leadership. And for high-growth startups that are moving quickly, this model is becoming increasingly common.
A fractional head of communications provides executive-level communications leadership on a flexible basis, helping companies shape their narrative and reputation during key growth stages. This approach allows startups to access experienced and proven communications leadership often much earlier than they otherwise would.
Hiring fractional leaders has been readily accepted for particular roles, including chief marketing officers, chief financial officers and chief revenue officers. In recent years there has been more demand for fractional chief communications officers or head of communications roles, as companies recognize the importance of developing or refining their narrative to create a clear, credible, concise and consistent way of talking about themselves and building a strong and trustworthy reputation.
Moreover, communications has expanded well beyond the realms of traditional PR. Startups increasingly recognize the value of someone who can strategically unify the narrative across customers, partners, employees, investors, media, and other stakeholders to support their next chapter of growth.
Fractional communications leadership is most commonly used by startups in the seed through Series C stages, when companies need senior strategic guidance but are not yet ready to build a full internal communications team.
The responsibilities of a fractional communications leader are similar to those of a full-time head of communications, but delivered in a more flexible engagement model. This executive helps shape the company’s messaging and narrative while overseeing the broader communications strategy and program. They may also lead internal communications teams and coordinate with external partners or agencies.
In many startups, one of the most valuable contributions of a fractional communications leader is helping founders articulate a clear narrative about what the company does, why it matters, and how it is differentiated in the market.
Unlike a freelancer who is brought in for a very specific task, fractional heads of communications are more embedded in the company, and oversee a significant scope of work on an ongoing or project basis. This is an important distinction because fractionals tend to work with companies during important inflection points and defining moments. Whether it’s for a rebrand, a corporate pivot, or gearing up for an M&A or IPO, a fractional leader can dive into this critical transformation quickly and effectively.
There are many reasons why a company may choose to hire a fractional head of communications, including:
For many companies, hiring a fractional leader is viewed as a strategic advantage, rather than simply a cost-cutting measure. According to the FRAK Conference's State of Fractional Industry Report, the number of fractional executives has grown from 60,000 in 2022 to 120,000 in 2024, and 72.8% of fractional professionals have 15+ years of experience. Companies are increasingly turning to fractional leaders for their deep experience and ability to solve complex problems quickly.
A fractional leader helps fill strategic communications gaps, enabling companies to access senior guidance to shape messaging, narratives, and reputation during critical phases. This could be when the company is still nascent and building out its communications function, or at transformational moments at a later stage.
Companies may work with a fractional head of communications, an in-house team, or a PR agency at different stages of growth. But what is the difference between these options? Below is a simplified comparison, although of course, every company is different and deeper assessment can determine which approach is best. Additionally, a fractional communications leader often works alongside a PR agency, ensuring that tactical execution aligns with a broader strategy.
| Approach | Strength | Best for |
| Fractional Head of Communications / Chief Communications Officer | Strategic, seasoned and proven leadership | Companies that need senior leadership but not a full-time executive |
| In-house communications team | Full internal communications capacity | Companies with larger programs |
| PR agency | PR execution and program management | Companies that already have a clear narrative, and defined goals |
As the number of startups continue to flourish, there’s been a strong and steady demand for fractional communications leaders in recent years. Because this leader plays a critical role in shaping the company’s narrative, building its reputation, and creating the frameworks needed to scale communications, there are several key criteria to consider ahead of hiring.
Key criteria include the candidate’s proven experience working with startups and startup growth stages, expertise in category positioning, as well as their ability to collaborate closely with founders, executives, and other stakeholders. It’s equally important to assess their strategic thinking—not just PR execution—and their understanding of the company’s ecosystem and the narratives that will resonate most with target audiences.
While tactics like media relations can help drive visibility, effective fractional leaders focus first on shaping how the market understands the company, creating the foundation for stronger communications outcomes as the company grows.
A fractional communications leader is a senior communications executive who works with a company on a flexible basis, leading communications messaging, narratives, and strategy.
Costs vary depending on the scope of work and level of involvement, but fractional engagements are typically significantly more cost-effective than hiring a full-time executive.
They serve different roles. A fractional communications leader provides strategic direction, while PR agencies often focus on execution such as media outreach and campaign management. Having said that, a fractional head of communications executive’s primary value is providing high-level strategic guidance, they frequently execute these strategies (such as conduct media outreach), particularly in startups that lack a full internal team.
Not every startup immediately needs a communications leader. However, companies going through a defining moment or transformation often benefit from a strategic communications partner, such as during a corporate pivot, preparing for fundraising, or expanding into new markets.
Communications is often underestimated in the early stages of company growth. Yet the companies that successfully shape their narratives early are often the ones that become category leaders later. A fractional head of communications allows startups to access senior communications leadership at the moment when strategic storytelling can have the greatest impact.
Gravitate PR works with technology and travel startups to develop the communications strategy that supports long-term category leadership. Founder Lisette Paras works closely with executive teams to define their narrative and accelerate visibility and category leadership.
If you’re exploring whether a fractional head of communications could support your company’s growth, get in touch to discuss your communications strategy.
