How Much Should You Pay for PR?

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By: Jeannine Wheeler

If you’re looking for PR — whether you’re a startup or a well-established brand – you’re probably wondering how much to pay for your PR services. Here’s a general rule of thumb, according to Technori.

Large firms: Most often reserved for large corporations or enterprise brands, agencies with 50+ employees will typically charge clients between $30k–50k a month.
Small or midsize firms: Agencies of this size, usually between 10–50 employees, are reserved for companies who have budgets of between $10k–30k a month.
Boutique firms: These PR firms are generally run by two to five executive-level PR professionals who have come from large agencies but who want to give more of a “personal touch” to their client base. They generally charge between $5k–20k a month, and are ideal for startups with working capital between $2–5 million.
PR Independents: This breed of PR professional (aka “The Contractor”) can often be found on short-term contracts for virtually any size company, but can typically manage only two to four clients at a time. Rates are usually between $3k–10k a month, or they can work by short-term fees for an agreed project length. PR independents are a great option for startups with less than $2 million in working capital.

Of course, these are just guidelines, and the reality may stray from these ranges.

The average salary for a PR professional, by the way, is on the increase, according to PRSA, with an executive vice president making on average $170,000, up 6.4% in 2014, and a senior account executive making on average $65,200, up 1.4% in 2014.

For the full salary chart, click here.

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About the Author

Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.

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