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PR Firms in Austin: What They Charge

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Austin’s public relations market is shaped by two things that do not apply anywhere else: a client base dominated by technology and venture-backed companies, and a calendar bent around SXSW. This page covers what public relations firms in Austin, Texas actually charge, why the boutique model is the default here rather than the exception, how a funding announcement should be sequenced, the one week of the year most companies should avoid launching in, and what belongs in a proposal.

The short answerAustin PR retainers commonly run $4,000 to $15,000 a month, below New York and roughly level with Denver or Nashville. Most of this market is boutique — small firms where the senior person is actually on your account — which suits venture-backed companies and suits crisis work badly. Give any retainer six to twelve months before judging it. And unless your news is genuinely SXSW news, launching during SXSW week is the most common local mistake: attention on Austin peaks, and so does competition for it.

Where we stand. We staff a dedicated Austin PR desk. Branding, Creative Services and Content Writing are the divisions that do most of the work in this market — technology and hospitality press operate on completely different calendars here. We are a New York City firm working across the United States, and we do not claim a local office here — what we run is a division focused on this market, not an address in it.

Hiring a PR firm in Austin, in five facts
Austin’s PR market looks different from New York’s or Chicago’s because its client base is different: technology, startups, music and food rather than finance and consumer packaged goods.

What do public relations firms in Austin, Texas charge?

Public relations firms Austin Texas buyers shortlist price close to each other, and the phrasing you use to find them changes the shortlist more than the price does. Public relations firms Austin TX and public relations firms Austin return the same firms; pr firms in Austin TX and pr companies Austin skew toward directories and roundups; public relations agencies Austin skews slightly more corporate. None of them ranks anyone on results.

Directly: $4,000 to $15,000 a month covers most of the Austin market. Solo practitioners start around $3,000, small boutiques sit at $4,000 to $7,000, mid-size boutiques at $7,000 to $12,000, and large local firms or national firms with an Austin office run $12,000 to $25,000 and up.

Austin PR retainers by firm size
Austin sits below New York and roughly level with Denver and Nashville. The boutique tiers are unusually strong here because so many clients are venture-backed and want senior attention.
Austin PR retainer bands and what they buy
Monthly retainerTeamRealistic scopeBest suited to
$3,000 – $4,000One person, part-timeLocal and trade media, reactiveEarly-stage, one market
$4,000 – $7,000Two to three, founder involvedProactive local plus some national tradeSeed-stage and small business
$7,000 – $12,000Three to six, namedSustained national trade programSeries A and B companies
$12,000 – $18,000Dedicated teamNational business and tech pressGrowth-stage, multi-market
$18,000+Full team plus specialistsMulti-market, crisis-readyLarge or regulated companies
Project: $6,000 – $15,000VariesOne launch or funding momentCompanies with a single hard date

The number matters less than what it represents in hours and seniority. Ask how many hours a month the retainer buys and which named person spends them — that is the only basis on which two Austin proposals can honestly be compared.

What is normally extra

  • Media monitoring software, typically $200 to $1,500 a month, often passed through at cost.
  • Wire distribution, $350 to $1,200 per release where it is genuinely needed.
  • Award entry fees, which range from trivial to several thousand dollars each.
  • Travel for deskside briefings in New York or San Francisco.
  • Photography, video and design produced for a campaign.
  • Crisis support, usually held as a separate standby arrangement.

Is a PR agency the same as a PR firm?

Yes. Pr agency, PR firm, public relations agency and public relations firm all describe the same kind of business, and no Austin shop uses the distinction meaningfully. The only term that reliably means something different is publicist, which usually refers to an individual handling personal or talent publicity rather than corporate communications.

Why boutique PR firms dominate the Austin market

A boutique PR firm is a small agency, typically two to eight people, where the senior practitioners do the work rather than supervising juniors who do it. Austin has an unusually high concentration of them, and the reason is structural rather than cultural: this city’s client base is venture-backed technology companies, and those clients want the experienced person on their account.

Boutique PR firm versus large agency
The boutique trade is explicit: you get the senior person on your account and you give up bench strength. That is the right trade for most Austin companies and the wrong one during a crisis.
Boutique public relations firms versus larger agencies
Boutique public relations firmLarge agency
Who does the workThe senior people you metA junior team, supervised
Typical monthly fee$4,000 – $12,000$15,000 – $40,000
Sector depthUsually deep in one or twoBroad across many
Multi-market reachLimited without partnersGenuine, often global
Cover when someone is awayThinStrong
Crisis capabilityVariable, often outsourcedEstablished and staffed
Speed of decisionFastSlower
Best forGrowth companies wanting senior attentionEnterprise and regulated work

The trade is explicit and worth stating plainly: with a boutique public relations firm you buy senior attention and give up bench strength. For a Series A software company that is almost always the right trade. During an acute crisis, when you need three people working through a Saturday night, it is the wrong one — and a good boutique will tell you that rather than take the brief.

How to evaluate boutique public relations firms specifically

  1. Ask who else is on the roster right now. A four-person firm with fourteen clients is not giving anyone senior attention regardless of what the proposal says.
  2. Ask what happens when your lead is on holiday or ill. A credible answer names a person.
  3. Ask which sectors they turn down. Genuine specialism means genuine exclusions.
  4. Ask about crisis: do they handle it, or do they bring in a partner? Both answers are fine; vagueness is not.
  5. Speak to a former client rather than a current one, and ask why the relationship ended.

What makes the Austin PR market different

What Austin PR work actually serves
If your category is not in the top four, ask any Austin firm directly how many clients like you they have handled in the last two years.

Technology and venture-backed companies set the tone

Austin is one of the largest technology employment centers in the United States, and that shapes everything about how public relations Austin firms work. The dominant brief is not brand-building — it is announcement PR: funding rounds, product launches, acquisitions, executive hires and milestone news, pitched largely to national technology and business press rather than to local outlets.

The practical consequence for a buyer: many Austin firms are genuinely better connected in San Francisco and New York technology media than in Austin local media, because that is where their clients need coverage. If your goal is local awareness in Central Texas, ask specifically about that — it is a different skill and not every firm here has it.

The music, film and food sectors are real, not decorative

Austin’s live music, film and food and drink sectors support a genuine specialist PR community. If you are in hospitality, a firm whose roster is entirely enterprise software will not have the relationships you need, and the reverse is equally true.

In-migration keeps refreshing the audience

Sustained population growth means a meaningful share of Austin’s residents and business community arrived recently. Local reputation compounds more slowly than in a stable market, and newcomers can establish themselves faster. Both argue for sustained visibility rather than assuming familiarity.

The SXSW question every Austin PR plan has to answer

Answer first: unless your news is genuinely SXSW news, do not launch during SXSW. National attention on Austin peaks that week, which sounds like an opportunity and is usually the opposite — every reporter covering the city is committed, and a company without a festival tie-in is invisible.

The Austin calendar a PR plan has to respect
Launching during SXSW is the most common Austin mistake. Attention on the city is at its peak and so is competition for it — a small company is invisible that week.
When to launch in Austin, and when not to
WindowSuitabilityWhy
January – FebruaryExcellentQuiet news cycle, reporters available
SXSW weekOnly with festival-tied newsPeak attention, brutal competition
Late March, post-festivalGoodReporters are back and looking for stories
April – JuneExcellentThe strongest sustained window of the year
July – AugustPoorTexas summer, thin newsrooms, slow response
September – OctoberGood, but crowdedACL plus the autumn cycle
November – early DecemberFairCloses hard after the first week of December
Mid-December onwardAvoidNothing lands until January

Ask any Austin firm you shortlist what they think about your timing relative to SXSW. A firm that actually works here will have an opinion and will frequently argue against the festival week. A firm that enthusiastically agrees to whatever date you propose has told you something.

PR companies Austin: how a funding announcement should run

Funding and launch announcements are the most common Austin brief, and they fail for predictable reasons — nearly always sequencing rather than pitching.

How a startup announcement should actually run
Funding announcements fail most often because the embargo strategy was decided after the media list, rather than before it.

The embargo decision comes first

Decide before building the media list whether you are offering an exclusive to one tier-one outlet or running a broad embargoed release. The two require different lists, different timing and different assets. Reversing that order is the single most common cause of a flat announcement.

What reporters actually need from you

  • The number, the lead investor, and what the money is for — specifically, not “to accelerate growth”.
  • A customer willing to speak on the record. This is what separates a covered story from a listing.
  • Real traction figures, or a clear statement of what you will not disclose.
  • A spokesperson available in the window, not two days later.
  • Imagery that is not a logo on a white background.

What to do the week after

Most companies stop the day the coverage runs, which wastes most of its value. The week after is when you send the coverage to your pipeline, brief the sales team on how to use it, update the site, and watch branded search — which will have risen and which is the cleanest evidence the announcement worked.

Public relations Austin TX: measuring whether it is working

Measurement is the weakest part of this industry and the part most worth agreeing before you sign.

PR metrics ranked by usefulness
MetricWhat it measuresWorth leading a report with?
Share of voice against named competitorsRelative presence in your categoryYes — the best single number
Message pull-throughWhether your point survived into the pieceYes
Branded search volumeWhether coverage created demandYes, and checkable yourself
Quality-weighted coverageCoverage scored by outlet relevanceYes
Referral traffic and assisted conversionsCommercial effectYes, with attribution caveats
Coverage volumeHow many pieces appearedWeak alone
Impressions or potential reachTheoretical audienceWeak — heavily overstated
Advertising Value EquivalentCost of buying equivalent ad spaceNo — discredited

The two worth insisting on are share of voice and branded search, because you can verify both without the agency’s cooperation. Branded search demand is visible in Google Search Console within days of coverage running, which makes it difficult to spin.

PR and marketing services: where the line sits

Some Austin firms sell PR alone; others sell PR and marketing services together. Neither is better, but you should know which you are buying, because the failure modes differ.

PR firm, PR and marketing companies, or full-service?
TypeWhat they sellStrengthRisk
Pure PR firmEarned media onlyDepth of media relationshipsCoverage with nowhere to land
PR marketing companiesPR plus content and socialJoined-up messagingNeither discipline deepest
Full-service agencyPR, paid, content, webOne accountable partnerPR treated as an add-on
PR plus a separate search agencySpecialists in eachBest of bothRequires you to coordinate

The specific risk in pure PR is a coverage moment with no page to receive the traffic. The specific risk in full-service is PR becoming the smallest line and the first cut. Whichever you choose, insist the PR brief and the website or search brief are written in the same room.

When an Austin PR firm is the wrong purchase

Do you have a story an Austin firm can sell?
  • You have no news. Pre-launch with no product, no funding and no data is not a story. A firm that takes that brief is taking your money.
  • You need leads this quarter. PR does not work on that timescale. Paid search will.
  • Your buyers do not read press. If they find you through search or referral, that is where the money should go.
  • Nobody can be made available. PR consumes executive time. If your founder cannot do interviews, the program will underperform whatever you pay.
  • You want message control. Buy advertising instead; you control it completely.

What the PR industry says about its own craft

Publicly available talks and interviews from Muck Rack, Cision, PRWeek and Harvard Business Review on journalist relationships, pitching, crisis planning, measurement and how AI is changing the workflow. None of these are ours; each links to its original channel and is credited by name and upload date, and every identifier was verified live before publication. Tiles load the player only when you click. Before briefing any Austin firm, the measurement and pitching talks will give you the vocabulary to tell a substantive proposal from a confident one.

$4k-$15k — Austin retainer range. boutique through large local.
March — the week to avoid. unless the news is genuinely SXSW news.
6-12 mo — before judging. a PR retainer fairly.
30 days — fair notice. after a reasonable initial term.
Boutique — the Austin default. senior attention, less bench.
Named — reporters, not logos. the most predictive part of a proposal.
Embargo — decide it first. before the media list, not after.
No — guaranteed placements. nobody can promise editorial coverage.
Tech — the dominant sector. software and venture-backed companies.
SXSW — peak attention. and peak competition for it.
Texas — a multi-market state. Austin, Dallas, Houston behave differently.
Share of voice — the metric to insist on. checkable without the agency.
2-4 — clients per senior. the boutique ratio that actually works.
Weeks 8-16 — first coverage. on a sustained retainer, typically.
Apr-Jun — strongest window. reporters available, cycle quiet.
Jul-Aug — weakest window. Texas summer, thin newsrooms.
Exclusive — or broad embargo. decide before the media list.
Customer — on the record. separates coverage from a listing.
Specifics — what the money is for. not 'to accelerate growth'.
Week after — where value is lost. most companies stop the day it runs.
Local — is a different skill. many Austin firms are stronger nationally.
Texas — four media markets. Austin, Dallas, Houston, San Antonio.
2-4 hrs — of your time monthly. the constraint that decides outcomes.
Branded search — rises after coverage. visible in Search Console within days.
$3k — solo practitioner. one person, one sector.
$5k — small boutique. founder involved, two to four people.
$8k — mid boutique. three to six, named team.
$22k — national with Austin office. multi-market, crisis-ready.
AVE — the red flag metric. discredited, still widely reported.
Logos — not a media list. named reporters or nothing.
12 months — the lock-in to refuse. thirty days after an initial term.
Vagueness — on crisis cover. both answers fine, evasion is not.
Tech — 34% of Austin work. software and venture-backed.
Food — 14%. a genuinely strong local category.
Music — 11%. SXSW, ACL and the live sector.
Health — 8%. growing around the medical school.
Embargo — first decision. it determines the media list.
Imagery — not a logo on white. reporters need something usable.
Spokesperson — available in the window. not two days later.
Traction — real numbers or a clear no. vagueness kills the story.

Tell us what you want people to say about you

Send the news you think you have, the outlets you want to be in, and a budget range. You will get an honest read on whether it is genuinely newsworthy, a named media list for your beat, and a scope with the hours written down — including an opinion on your timing relative to SXSW, and when the right answer is a specialist Austin boutique rather than us.

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Getting found in search

AI, AEO and what is changing

Paid media and lead generation

Websites and design

Choosing and working with an agency

Social, content and brand

By industry and by situation

Publicity companies, PR consulting and the small-business end of the market

Publicity companies and PR consulting firms sit either side of a full-service agency and suit different situations. A publicity company works the consumer press and profile end — founder features, product placement, event coverage — and is usually retained around a specific launch rather than continuously. PR consulting firms sell strategy, messaging and media training to organizations that will do their own pitching, which suits a business with a communications person and no plan. A PR agency for small business, meaning a genuinely small retainer, is worth approaching with realistic expectations: below a certain fee the agency cannot maintain the relationship-building that makes PR work, so the honest small-budget purchase is usually a bounded project — a launch, a media training day, a messaging framework — rather than a thin ongoing retainer.

Sector specialists: hospitality, lifestyle and consumer

Hospitality public relations firms and lifestyle PR firms are genuine specialisms rather than positioning, because both depend on relationships with a specific set of editors and on understanding a seasonal calendar. Hospitality PR turns on opening dates, chef and menu news, and the travel press’s long lead times. Lifestyle PR firms work the consumer magazines and their digital successors, where product seeding and gifting remain part of the mechanics. A PR agency in the USA operating nationally across both will usually have separate teams; if it does not, ask who the actual contacts are, because a generalist pitching hospitality editors cold is buying you very little.

Working across Texas: what a firm can and cannot carry between cities

Texas is large enough that its PR markets do not function as one. Public relations firms in San Antonio, and PR firms in San Antonio generally, work a press corps built around the military installations, the healthcare systems, tourism and a large municipal and civic sector — outlets and beats that barely overlap with Austin’s. Houston public relations is different again: public relations in Houston is dominated by energy, petrochemicals and the medical center, where trade and specialist press carry more weight than the metro daily. Public content in Houston, in the sense of civic and community communications, is its own practice attached to institutions rather than agencies. The transferable parts of a PR retainer are strategy, messaging, media training and materials; the non-transferable part is the relationship with a named journalist at a named outlet, which is most of what you are actually buying. Searching for public relations firms near me is therefore a more defensible instinct in this discipline than in most — with the caveat that if your target coverage is trade press, the relevant proximity is to the industry, not the city.

Frequently asked questions

How much do PR firms in Austin charge?
$4,000 to $15,000 a month covers most of the Austin market. Solo practitioners start around $3,000, small boutiques run $4,000 to $7,000, mid-size boutiques $7,000 to $12,000, and large local or national firms with an Austin office $12,000 to $25,000 and up. Project work around a single launch or funding moment typically runs $6,000 to $15,000 over six to twelve weeks.
What is a boutique PR firm?
A small agency, usually two to eight people, where the senior practitioners do the work rather than supervising juniors who do it. Boutique public relations firms trade bench strength for senior attention. That is the right trade for most growth-stage companies and the wrong one during an acute crisis, when you need several people working simultaneously outside business hours.
Why are there so many boutique public relations firms in Austin?
Because the client base is venture-backed technology companies, and those clients want the experienced practitioner actually on their account rather than a junior team. Austin’s PR market formed around that demand, which is why the boutique model is the default here rather than the exception it is in New York or Chicago.
Should I launch during SXSW?
Only if your news is genuinely SXSW news. National attention on Austin peaks that week and so does competition for it — every reporter covering the city is already committed, and a company without a festival tie-in is effectively invisible. Late March, immediately after the festival, is usually a far better window.
When is the best time to launch news in Austin?
April to June is the strongest sustained window, with January and February a close second because the news cycle is quiet and reporters are available. Avoid July and August, when Texas summer thins newsrooms, and avoid anything after the first week of December, which will not land until January.
Are public relations firms in Austin TX good for local coverage?
Some are, but do not assume it. Many Austin firms are better connected in San Francisco and New York technology media than in Central Texas local media, because that is where their technology clients need coverage. If your goal is local awareness, ask specifically about Austin outlets and Texas regional media — it is a different skill set.
What sectors do Austin PR agencies specialize in?
Technology and software dominate, followed by startups and venture-backed companies, then food and drink, music and live events, and increasingly healthcare and biotech. Professional and financial services are a smaller share here than in Dallas or Houston. If your category is outside the top four, ask how many comparable clients the firm has handled in the last two years.
How long before an Austin PR retainer shows results?
Six to twelve months for a fair judgement, with first meaningful coverage typically between weeks eight and sixteen. Announcement PR is faster — a funding round with a properly run embargo can produce coverage on a single day — but sustained visibility is a longer program and should be judged as one.
What should be in an Austin PR proposal?
A named team with monthly hours, specific Austin and Texas reporters by name, recent coverage for clients your size and sector, clarity on whether national outreach is included or extra, a view on your SXSW timing, measurement agreed before signing, and thirty days notice after an initial term. Guaranteed placements are a warning rather than a feature.
How should a funding announcement be sequenced?
Decide the embargo strategy first — exclusive to one tier-one outlet, or broad embargoed release — because that determines the media list, the timing and the assets. Then build the named list, prepare the backgrounder and imagery, prep the spokesperson including hostile questions, offer the exclusive, then run broad outreach on the day. Reversing the first two steps is the most common cause of a flat announcement.
What do reporters need from a funding story?
The number, the lead investor, and specifically what the money is for — not ‘to accelerate growth’. Then a customer willing to speak on the record, which is what separates a covered story from a one-line listing. Then real traction figures or a clear statement of what you will not disclose, an available spokesperson, and imagery that is not a logo on white.
How do I measure whether Austin PR is working?
Share of voice against named competitors and branded search volume, because you can verify both yourself without the agency’s help. Branded search is visible in Google Search Console within days of coverage running. Message pull-through and quality-weighted coverage are also sound. Treat Advertising Value Equivalent as a red flag if it leads a report.
What is the difference between a PR firm and a PR marketing company?
A pure PR firm sells earned media only. PR marketing companies bundle PR with content and social. Full-service agencies add paid media and web. The specific risk in pure PR is coverage with no page to land on; the specific risk in full-service is PR becoming the smallest line and the first budget cut.
Can a boutique firm handle a crisis?
Some can, many bring in a partner, and both answers are acceptable — vagueness is not. Ask directly. Crisis work needs several experienced people available simultaneously and outside business hours, which is precisely where the boutique model is thinnest. Agree the arrangement before you need it, not during.
How many clients should a boutique PR firm have?
Roughly two to four active clients per senior practitioner is a workable ratio. A four-person firm with fourteen clients is not providing senior attention to anyone, whatever the proposal says. Ask for the current roster size and do the arithmetic before you sign.
Do I need an Austin firm, or can I hire elsewhere?
Hire in Austin if you need Central Texas local media, in-person spokesperson prep, or event and sponsorship work tied to local institutions. For national technology and business press, location is close to irrelevant and you should hire for sector expertise wherever it sits — including firms in San Francisco or New York if that is where your beat lives.
What is a fair notice period?
Thirty days after an initial three-month commitment. The initial period is defensible because the opening weeks are set-up work with no visible output. Twelve-month minimums protect the agency rather than you and are worth negotiating hard on, particularly with a small firm.
Can a PR firm guarantee coverage?
No, and any Austin firm offering to should be removed from your shortlist. Editorial placement is a journalist’s decision. A guarantee means either the firm is buying sponsored content and describing it as earned coverage, or it is making a promise it cannot keep.
What should I do the week after coverage runs?
Send it to your pipeline, brief the sales team on how to use it, add it to the site, and watch branded search — it will have risen, and that is the cleanest evidence the announcement worked. Most companies stop the day coverage appears, which wastes the majority of its value.
Is PR worth it for an early-stage Austin startup?
If you have a funding round, a genuinely novel product, original data or an acquisition, yes — those are real stories and Austin firms are well connected to the press that covers them. If you are pre-product with no funding and no traction, no. There is nothing to pitch, and a firm that takes the brief anyway is taking your money.
Do Austin PR firms work across Texas?
Most will, but Texas is several distinct media markets rather than one. Austin, Dallas, Houston and San Antonio have different outlets, different reporters and different business communities. A firm claiming statewide coverage should be able to name reporters in each city, not just describe the state as a single territory.
What does a PR firm need from me each month?
Two to four hours of a senior person’s time, realistically. Interview availability inside the window offered, quick approval on statements, early warning of news, and honest answers about traction. The programs that underperform are almost always the ones where the client could not free up the person reporters actually wanted to speak to.
Should I use a solo PR practitioner instead of a firm?
For a focused brief in a single sector, often yes — the rate is lower and you get complete senior attention. The risks are availability and single-point failure: one person with a full roster or a holiday booked in your launch week is a genuine problem. Ask what happens if they are unavailable during your key moment.
What is share of voice and why does it matter more than coverage volume?
Share of voice is your proportion of total coverage in your category relative to named competitors. It matters more than volume because volume alone ignores whether your competitors got more, and because it is comparative rather than absolute. Ten pieces in a quiet quarter can be a stronger result than thirty in a loud one.
What is the difference between a publicity company and a PR consulting firm?
A publicity company does the pitching, mostly at the consumer and profile end, and is usually retained around a launch. A PR consulting firm sells strategy, messaging and media training to an organization that will pitch for itself. Buy the first if you need coverage; the second if you need a plan and already have someone to run it.
Is a PR agency worth it for a small business?
Only in the right shape. Below a certain retainer an agency cannot sustain the relationship building that makes PR work, so a thin ongoing fee usually buys nothing. A bounded project — a launch, a messaging framework, a media training day — is the honest small-budget purchase.
Are hospitality and lifestyle PR genuinely different specialisms?
Yes, because both depend on named relationships and a seasonal calendar. Hospitality PR turns on opening dates, chef and menu news and long travel-press lead times; lifestyle PR works consumer titles where seeding and gifting are part of the mechanics. Ask who the actual contacts are.

Sources and further reading

  1. Google Search Essentials — SEO starter guide
  2. Google: creating helpful, reliable, people-first content
  3. Google: intro to structured data
  4. Google: LocalBusiness structured data
  5. Google: FAQPage structured data
  6. Google: Article structured data
  7. Google: Product structured data
  8. Google: title links in search results
  9. US Census Bureau QuickFacts: New Jersey
  10. US Census Bureau: American Community Survey
  11. US Census: Statistics of US Businesses
  12. Bureau of Labor Statistics: New Jersey data
  13. BLS: Occupational Employment and Wage Statistics
  14. NJ Department of Labor: labor market information
  15. FTC: CAN-SPAM Act compliance guide
  16. FCC: telemarketing and robocall rules (TCPA)
  17. FTC endorsement guides — reviews and testimonials
  18. FTC: rule on consumer reviews and testimonials
  19. Google Ads: location targeting settings
  20. Google Ads: about negative keywords
  21. Google Ads: about Quality Score
  22. Google Ads: importing offline conversions
  23. Google Search Console
  24. Google Trends
  25. US Bureau of Labor Statistics — public relations specialists
  26. US Bureau of Labor Statistics — reporters and correspondents
  27. US Census Bureau — Austin city QuickFacts
  28. City of Austin — official site
  29. US SEC — small business capital raising resources
  30. FTC — endorsement and testimonial guidance

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