Based on my experience leading Candice Nicole Public Relations, I would advise a small business to plan for a starting budget of approximately $5,000 a month to hire a PR agency.
That is a planning figure based on my experience. Each agency sets its own rates, and your investment will depend on the scope, team, and level of support you need.
Before comparing prices, understand what each proposal includes. Two agencies charging the same monthly fee may offer different services.
What Can a $5,000 Monthly PR Retainer Include?
At this investment level, you may work with the agency’s leader, an account lead, and a junior team member who supports execution.
Depending on the agreement, services may include:
- Media pitching and interview coordination.
- Media training.
- Outreach for speaking engagements.
- Brand partnership outreach.
- A media kit or speaker one-sheet.
- Social media direction.
- Support at interviews, events, or speaking engagements.
These are examples of what an agency may offer. Ask which services are included, how much support is available, and who will handle the work.
What Makes the Cost Increase?
The fee usually increases when the work requires more people, more time, or more hands-on support.
For example, social media direction is different from full social media management. Creating a content calendar, writing captions, designing graphics, producing reels, and managing publishing adds substantial work.
Other requests that can increase the investment include:
- Email marketing.
- Frequent travel or event attendance.
- Support across multiple projects or spokespeople.
- A team member accompanying you to appearances regularly.
- More intensive support for a high-profile individual.
The client’s location and the agency’s location can also affect the cost of delivering those services.
Your proposal should connect the fee to the work you are requesting.
Are There Costs Beyond the Monthly Retainer?
There can be. Ask before signing.
At CNPR, my preference is to package agreed expenses into the monthly retainer whenever possible. In most engagements, we have been able to account for items such as travel, hotels, and press release distribution upfront.
Other agencies may bill those separately.
For example, an agency might include writing a press release but charge separately to distribute it through a wire service. Depending on the service and distribution selected, that expense can be substantial.
Ask whether your fee includes:
- Travel, hotels, and related expenses.
- Press release wire distribution.
- On-site support.
- Additional work requested during the engagement.
Also confirm the contract length. At $5,000 a month, a three-month engagement totals $15,000 before any separately billed expenses.
What If Your Budget Is Below $5,000 a Month?
I would suggest considering a solo publicist or freelancer.
In my experience, you may find options at $3,500 a month or less, depending on the practitioner and scope.
You still need to match your expectations to the agreement. A focused engagement with one publicist may suit your needs, but you should discuss what that person can realistically manage.
Choose your priorities before asking someone to fit a broad list of services into a smaller budget.
How Do You Decide Whether an Agency Is Worth the Investment?
I recommend having at least two conversations before making your decision. Use that time to discuss your goals, understand the proposed strategy, and assess whether you trust the people who would represent you.
Ask to review:
- Case studies and examples of previous work.
- Client testimonials or reviews.
- Previous press releases and the agency’s press room.
- The proposed scope and account team.
Review the agency’s website, social media, and leadership, too.
I would not automatically rule out an agency because it hasn’t worked in your exact industry. Skills can transfer. Listen to how the team approaches your business and explains its strategy for your goals.
You are well within your rights to ask questions and request evidence of the work. An unwillingness to provide relevant information would give me pause.
Before signing, make sure you understand what you are paying for, who will deliver it, and what the full commitment will cost. Do that due diligence whether your investment is $2,500 or $5,000 a month.