When companies evaluate a PR partner, one question often comes up early: ‘How much does a PR agency actually cost—and what do you get in return?’ Unlike contractors who charge by the hour, PR agency pricing is typically structured as a monthly retainer, meaning you pay a set fee each month for a defined strategy, specific deliverables and measurable outcomes, rather than time spent.
Read More: What Does a PR Agency Do?
In this guide, we’ll break down how PR agencies price their services, what’s covered in a PR agency retainer and how to evaluate the right program—and partner—for your business.
How Much Does a PR Agency Cost?
PR agency pricing varies widely by industry, complexity and scope. While generalist agencies may offer lower rates, firms with deep experience in regulated or B2B sectors — like Tech PR or FinTech PR Agencies — often command higher retainers due to the specialized knowledge and access required.
Read More: PR for Tech Companies: A Comprehensive Guide
The table below outlines common pricing ranges to help you determine where your needs might fall. These figures represent typical monthly retainers, hourly rates and project-based fees across different sectors. While not exhaustive, they offer a useful benchmark for budgeting and evaluating PR proposals.
Corporate & B2B PR | Technology PR | Lifestyle & Celebrities | Food and Beverage PR | Consumer PR | Healthcare PR | |
Monthly Retainer | $10,000+ | $10,000+ | $3,000+ | $5,000+ | $10,000+ | $35,000+ |
Hourly Consulting | $150-$450 | $150-$450 | $150-$450 | $150-$450 | $150-$450 | $150-$450 |
Blended Hourly Rate | $200 | $200 | $200 | $200 | $200 | $200 |
Project Based Work | $35,000+ | $35,000+ | $5,000+ | $5,000+ | $10,000+ | $35,000+ |
What’s Included in PR Agency Pricing?
| Public Relations Strategy | Media Relations | Press Release Writing & Distribution | Profiles & Interviews | News Jacking | Thought leadership |
| Monitoring & Reporting | Influencer or Analyst Relations | Crisis PR | Digital PR | Event Support | Product Demos & Announcements |
* Crisis communications and rapid-response campaigns often incur additional hourly fees depending on scope and urgency.
Pricing Models: Retainer, Project or Hourly?
Monthly Retainer
This is the most common PR agency pricing model. A fixed monthly fee covers ongoing strategic counsel and execution. Ideal for companies with regular news, active sales cycles and/or long-term brand building goals.
Project-Based
Project-based PR is usually best suited to consumer accounts where there is a large activation or for companies with standalone events or announcements such as funding news or a product launch. The drawback of a project-based PR relationship is that there is no guarantee of staff continuity or extended support.
Hourly Rate
Best for consulting, strategy sessions or supplemental support. Most agencies limit hourly work to existing clients or special circumstances.
Factors That Influence PR Agency Pricing
- Agency Experience & Reputation: Established firms with a track record of results typically charge more but may offer stronger media relationships and execute quicker.
- Scope of Work: Broader mandates like global media or executive visibility increase cost
- Industry Complexity: Regulated industries greater oversight, knowledge and specialized talent
- Market Reach: National and international campaigns come at a premium.
- Urgency: Crisis management or rapid response timelines often carry premium fees.
PR for Startups & Small Businesses: Is It Affordable?
PR is essential for Startups to gain third party credibility and to give consumers or prospects confidence to buy products from a company that has a short history. Based on the industry and other activities the company is engaged in this will determine when to invest in PR and how much to invest.
Read More: How to Improve Your PR
Public relations is a marketing channel and for startups that are not investing heavily in other areas of marketing or do not yet have a critical mass of clients and corporate news they will have less ways to get into the media.
That said there are exceptions if a company has an incredibly newsworthy product for example a startup that provides a generic version of Ozempic or a supply chain startup that can comment on tariffs. In these cases startups can take a PR first approach without having a built out marketing ecosystem.
Is PR Worth the Investment?
When aligned with business goals, PR is one of the few marketing channels that builds both brand equity and pipeline momentum. PR programs built on strategic planning helps shape perception, build trust and create validation in ways that support sales, funding rounds, recruitment and market entry.
Read More: Advantages of PR
Whether it’s breaking into new markets, differentiating in a crowded category or accelerating sales cycles, PR—when done well—is one of the most efficient ways to tie communications to commercial outcomes.
Read More: PR for Companies Entering the U.S.
Choosing the Right PR Agency for Your Budget
Choosing the right PR agency isn’t just about finding one that fits your budget. It’s about finding one that understands your industry, your business model and the outcomes that matter most to your team.
Here’s what to evaluate beyond pricing:
- Review PR case studies of clients that pay a similar budget and are ideally in your industry or adjacent.
- Ask to speak with clients of the agency.
- Meet the team that will be on your account.
- Ask to see examples from a current or past account from planning through execution.
- Review the timeline and the proposed deliverables.
A PR agency should be able to articulate the value behind their pricing. Focus less on the rate and more on whether their experience and output will move your business forward.
Read More: Questions to Ask a PR Agency
Get a Custom PR Agency Pricing Quote
Looking for a tailored proposal? Contact us today for a custom PR pricing estimate. We’ll walk you through our process and put together a custom proposal based on your company’s goals, timeline and internal priorities.