One of the most common questions people ask about PR is: "How much does PR cost?"
The answer can vary depending on the industry, the agency and the level of support a client needs. Costs can range from a few thousand pounds to hundreds of thousands, depending on the scope of the work.
We’ve analysed and shared how much typical PR agencies charge in the UK, why the price can differ depending on the agency, and what you can expect to receive in return for your investment.
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How much do PR agencies charge?
PR agencies and freelancers typically offer two options for working together: PR retainers and projects. Monthly PR retainers are much more common; however, some PRs also offer projects over a shorter period of time.
PR Retainers
A PR retainer is an ongoing monthly service where a PR agency or freelancer develops story ideas, writes press releases and pitches them to journalists, as part of a personalised strategy, to help secure regular media coverage for your business.
Alongside planned press releases, they'll also proactively respond to opportunities in the media. This can be in the form of newsjacking or responding to journalist requests. Newsjacking is where a PR jumps on a news story that is relevant to the client and pitches insight, data or expert commentary. PRs also have access to several platforms where journalists post live opportunities for support.
Reactive PR is one of the best ways for startups and small businesses to secure press coverage, as journalists are already looking for comments and insight on the topic.
PR retainer pricing can vary greatly, from £1,500 to over £50,000, depending on the size of the agency, the industry of the client and the amount of support being offered.
At Lem-uhn, our monthly retainers start from under £2,000 per month.
PR Projects
PR projects are where a PR agency or freelancer supports a client for a short period of time, usually between one and three months. Often, this is focused on a launch, activation or specific activity.
Not all PRs offer this type of support. Due to the nature of the news cycle, when a PR activity takes place over a short period, a major news story can dominate headlines and impact results.
Lem-uhn provides clients with product launch and founder storytelling PR projects across two months.
PR projects usually cost between £2,000 and over £50,000, depending on the level of support required and the size of the agency.
What affects PR agency pricing?
Several factors impact the amount a PR agency or freelancer charges a client.
Size of the agency
One of the biggest factors affecting PR agency pricing is the size and profile of the agency. Larger PR agencies often have bigger overheads, such as city centre offices, larger teams and higher salary costs. Combined with a well-known name and established reputation, this means they can often charge higher fees than smaller agencies.
Scope
Understandably, the greater the amount of support a client receives, the more a PR agency or freelancer will charge. Pricing can vary depending on the number of press releases included, or whether activities such as influencer outreach, awards, podcast pitching, thought leadership and copywriting support are part of the package.
Industry
The industry of the client can impact the price of PR support. Some industries, such as tech, corporate and B2B, can be highly specialised and involve navigating complex or sensitive subject matter, which can lead to increased pricing. Some industries and larger companies may also require crisis communications and reputation management, which can be a time-consuming activity and take specialised support.
Lifestyle sectors such as consumer, wellness and travel are typically less expensive.
What can you expect from a PR agency for £2,000 per month?
For around £2,000 per month, businesses can begin their PR journey. This tends to include a PR strategy, press release writing, journalist outreach, press office management, reactive PR and monthly reporting, all designed to help secure regular press coverage.
However, this level of investment is unlikely to cover large-scale activations and campaigns.
Our PR retainers start from under £2,000 per month with our Mellow Yellow PR retainer. Chat with us if you want to learn more.
How much is too cheap for a PR agency?
When you're considering how much to spend on PR, you should consider value alongside price. There is no point in spending money on PR if it's not going to deliver results.
A bad PR agency can do more harm than good, potentially damaging relationships with journalists and, in turn, impacting how your brand is perceived.
Poor press angles, targeting the wrong contacts and not understanding how to secure coverage are all signs of poor PR support. Increasingly, bad PR agencies have been known to spam journalists, especially with the rise of AI, and, in turn, get blocked and called out by journalists.
Is PR worth the investment?
We've discussed the price of PR; however, the big question is whether PR is worth the investment.
In short, yes.
PR is an organic marketing channel that can drive awareness, credibility and growth without the ongoing ad spend associated with paid advertising. Instead of paying directly for advertising space, you're investing in the skills, relationships and expertise of a PR agency.
PR has a range of benefits, including improving credibility, increasing brand awareness, supporting SEO through backlinks, boosting AI search visibility, building founder profiles and supporting sales.
How to know if you're ready for PR
Now you should have a better understanding of the costs associated with PR, but are you ready to hire a PR agency?
Take our free PR Ready Checklist to see how ready you are and what you need to tweak before investing in PR.
If you're looking for a PR agency to zest up your sales without breaking the bank, get in touch with us. Our PR retainers start from under £2,000 per month, meaning you don't have to wait as long to land press coverage and grow your brand.
FAQs
How much does a PR agency cost in the UK?
PR agency costs vary depending on the scope, your goals and the amount of work involved. Most agencies work on monthly retainers, which can start from around £1,500 per month and reach tens of thousands of pounds.
Our pricing starts from under £2,000 per month.
Do PR agencies guarantee coverage?
PR coverage depends on the news cycle. We provide journalists with strong stories, expert commentary and relevant content, but ultimately journalists decide what they choose to cover based on what is happening in the media landscape at the time.
This means we cannot guarantee press coverage. However, we have always secured press coverage for our clients, and in the past five years, there has never been an occasion when we haven't delivered coverage.
Is PR cheaper than advertising?
PR is usually cheaper than advertising because, rather than relying on ad spend, PR earns your place in the press by creating interesting and relevant stories that fit the news agenda and pitching them to journalists.
Journalists often have multiple articles to write every day, so PR helps provide them with useful content and expert sources.
How long should I invest in PR?
PR is usually a long-term investment rather than a quick fix.
While you can see results from a short PR project, most businesses start to see more consistent momentum after three months or more.
Our clients see a 50% increase in press coverage from the first three months to the second three months.
Can small businesses afford PR?
Small businesses can afford PR, as there are flexible options available to suit smaller budgets, such as projects and entry-level retainers.
However, it's important to make sure your website, social media and email marketing are in good shape before you start driving more people to your business through PR.
