How much does PR cost in the UK?
As much as the work takes, and PR covers a wide range of work. One local news story for a shop opening and a year of national campaigns for a software company are both PR, and they're very different jobs.
So instead of a price range that would be wrong for most readers, here's what you're paying for, what moves the price and how to judge a quote.
What are you paying for in a PR quote?
Most PR work falls into a few areas. A quote mostly reflects how much of each you need.
- Story finding: working out what's newsworthy about your business, and when.
- Writing: pitches, press releases, expert comment and articles.
- Media lists: finding the right journalists for each story.
- Outreach and follow-up: the hours spent pitching, answering questions and arranging interviews.
- Reactive PR: watching for journalist requests and answering them fast.
- Research: surveys or data studies, for campaigns built on new numbers.
- Reporting: coverage, links and mentions, and the traffic and enquiries they bring.
What makes PR cost more or less?
Six things move the price most.
- Target press: local and trade titles usually take less work than national papers and broadcast.
- Volume: one campaign a quarter costs less than a story every week.
- Research: campaigns built on surveys or original data cost more to produce.
- Your sector: a crowded market needs sharper angles and more pitching.
- Speed: reactive PR means someone watching and replying within the hour.
- Who does the work: senior people cost more per hour, but need fewer hours and land more.
How do PR agencies charge?
Usually in one of four ways. None is better in itself. What matters is knowing exactly what you get, and how success is measured.
- Monthly retainer: a set fee each month for an agreed amount of work. The most common model for ongoing PR.
- Campaign or project: a fixed price for one story or launch, from story to outreach.
- Pay on results: you pay per piece of coverage. Low risk on paper, but it can push an agency towards easy, low-value placements.
- Hourly or day rate: common with freelancers and for consultancy or crisis work.
What are the red flags in a PR quote?
Watch for these before you sign.
- Guaranteed coverage, or guaranteed outlets by a date.
- A fixed number of links every month. Paying for links that pass ranking credit breaks Google's spam policies.
- Sponsored posts or advertorials sold as editorial coverage.
- Long contracts that lock you in before you've seen any work.
- No clear list of what will be done, or who will do it.
- Reports that count coverage but say nothing about links, traffic or enquiries.
How do you work out what to spend on PR?
Start from what you need coverage to do, not from what other businesses pay. These steps give you a budget you can defend.
- Decide what PR is for: credibility for sales, links for SEO, launch awareness or all three.
- List the publications your buyers actually read.
- Be honest about your stories: how many do you have in a year?
- Choose a model: a campaign to test, or a retainer for a steady flow.
- Ask for a written plan that says what will be pitched, where and how it's reported.
- Agree a review point, and judge the work on coverage, links and enquiries.
Is PR worth the money?
For businesses that sell on trust, usually yes. A feature in a publication your buyers read does more for credibility than almost any ad, and the links and mentions keep helping search and AI answers long after the story runs.
It's not a tap you turn on, though. Coverage depends on stories and timing. Pair PR with solid SEO, and with ads if you need enquiries straight away.