The Truth About PR Costs: How to Evaluate Budgets When Choosing a PR Partner
If you're focused on growth, you've probably been told that now is the time to "get your name out there." Maybe you're already exploring PR firms, but you're hitting the same wall: How much does PR actually cost? And even more important: How do I know if it’s worth it?
For many companies new to PR, you may be making your first meaningful investments in brand awareness and reputation, so choosing a PR partner is a big step and the budgeting conversation often feels like a black box.
In this post, we’ll break down what to expect from PR firm pricing, how to evaluate what’s right for your company, and what to look for in a PR partner who can actually deliver.
How PR Firm Pricing Works
One of the biggest hurdles companies face is simply understanding how PR firms charge. It’s not one-size-fits-all, and that’s a good thing.
Here’s a quick breakdown:
Retainer-Based Pricing: Most PR firms work on a monthly retainer model. This ensures consistency, builds momentum with media, and allows for strategic planning and execution. Expect retainers to start around $8K–$25K/month for early-stage startup-focused firms, though larger agencies often charge more.
Project-Based Pricing: Some firms offer fixed-scope, short-term projects for launches, funding announcements, or rebrands. This model can be a lower-commitment way to test a firm, with prices typically ranging from $10K–$30K/project depending on complexity and deliverables. But it’s also important to remember that strategic, long-lasting PR is not a faucet that can be turned off and on, so one-off projects cannot deliver the same ROI and quality of a longer partnership.
Hybrid Models: A flexible option combining a retainer for ongoing support with additional project-based fees for big pushes like product launches or funding news.
Setting Realistic Expectations
A common pain point we hear: “We don’t want to spend a fortune on PR and see nothing come from it.” It is a fair point, and exactly why it's important to align expectations before you commit.
What PR can do:
Build your credibility with key media outlets and stakeholders
Get you in front of the right audiences (investors, customers, recruits)
Position your leadership team as experts
Drive long-term brand equity
What PR can’t do overnight:
Guarantee coverage in the New York Times
Magically drive short-term sales spikes
Replace your paid media or growth marketing efforts
How to Choose the Right PR Partner
With hundreds of agencies out there, it’s easy to get overwhelmed. But the best PR firms share a few key traits:
Industry Experience: A great partner will understand your space, whether it’s healthcare, AI, biotech or fintech. They’ll know which narratives resonate, what journalists are looking for, and how to avoid the generic fluff that goes straight to spam.
Media That Matters: Relationships are still a big part of PR; however, “who you know,” will not move the need with coverage and visibility. The right firm will have a proven ability to develop the right stories that get the right coverage. Get a better understanding of how your partner will create those opportunities. Remember that it’s not about quantity, it’s about quality and ensuring your PR partner really understands your business goals so they map the PR plan and subsequent media outreach to them.
Track Record of Results: Ask for case studies, references, or even just examples of past work. Look for real outcomes: were they able to get meaningful attention at the right moment? Can they articulate how they helped a founder shape a narrative? Transparency and honesty is also critical - do they pivot when a story isn’t resonating? Will they be open about what’s needed to be successful? PR should never be a mystery.
Strategic Partnership: You’re not just hiring a firm to “get you press.” The best agencies act as an extension of your team, offering guidance on messaging, timing, and even what not to say.
Considering PR?
983 Group collaborates with companies to demystify public relations and deliver real ROI. If you’re evaluating PR firms and want to better understand what’s right for your stage, let’s talk!