Every organization wants to be visible. But when it comes to PR, many people are not sure what it costs or what to expect. It seems like something for large organizations with deep pockets, while smaller organizations can also benefit enormously. However, the question often lingers: what do you actually pay for good PR? In this blog, you can read what's involved and what cost models exist.
Many people think that free publicity, also known as earned media, costs nothing. After all, there is no advertising budget involved. But that 'free' attention is rarely really free. Behind every newspaper article, interview or online entry, there is strategic thinking. It starts with finding a good story, then developing it, coordinating with the right journalist and media channel and finally bringing it out at the right time.
Pr is always customized. What you pay depends entirely on what you want to achieve and how big you want to make it yourself. Do you occasionally want to send out a press release to share news? Or do you want to work on a long-term strategy, with influencer collaborations, media events and storytelling around your brand? You can make it as simple or as comprehensive as you want. Each component requires different expertise, preparation and time investment. That is why the rate of a PR agency often differs just as much as the customer's goals.
The costs of a PR agency can vary greatly, as they depend on the type of services, the size of the campaign, and the experience of the agency or specialist. In general, you can count on three common pricing models:
This is the most common form of PR cooperation.
Indication: €500 to €5,000+ per month
Dependent of: amount of services, intensity of support and the level of professionals involved.
Hourly rates vary by experience and seniority.
Junior: at the lower end of the rate
average: €75 to €150 per hour
Senior strategists: can cost up to €300+ per hour
For one-off assignments, such as a press release or preparing a media list.
Indication: €400 to €3,500 for a standard project (provided it falls within a normal amount of time)
Some agencies work with strip cards or exclusive long-term trajectories for strategic visibility. A strip card is useful if you want to stay flexible and occasionally need support, for example for individual press releases or media contacts. Long-term processes are actually interesting for brands that want to structurally build their reputation. In addition, the focus is often on consistent visibility, storytelling and relationship management with media and influencers.
Freelancers are usually lower in rates. Agencies are more expensive, because a good PR agency not only charges for time, but especially valuable relationships. Journalists, editors, and influencers trust agencies they know. You can't build that network in a week. The strength of a PR agency lies in that accumulated credibility. See this blog about how to choose the right PR agency.
Good PR provides visibility, reputation and credibility. It strengthens your brand in the long run. So the value lies not only in today's media attention, but in the foundation you lay for tomorrow. Here you then link a pr value on.
Curious about what PR can do for your organization? We are happy to help you find an approach that suits your goals and budget.
