Here’s a biggie, how much does PR cost? I could be trite and fire back a typical PR persons diversionary press conference answer – “how much will it cost not to do PR” but I won’t, I promise.
The real answer lies with the type of PR service you need.
Do you need to simply support a presence in trade or consumer press. Do you need a launch campaign, do you need a combination of both. Do you require a crisis management strategy. Or something a lot more complex.
There are three main pricing structures for public relations and PR costs?
1. Fee based, an agency will take a brief from you and break this down into regular, usually monthly/4 weekly payments. This will sometimes be front loaded as most set up work will be done in the first month or so
2. Project based, again an agency, from you brief, will assess workload ans apportion a total amount for the project, which will be based upon either a one off or staged payments. This amount may well be supplemented by an hourly or daily charge for work that is executed outside the original scope of the brief
3. Hourly or daily charge, normally applies to a strict, very clear brief with a finite end – otherwise this way of charging can become uncontrolled and very, very expensive!
Here at Catalyst, we prefer (as do our clients) the first option. Why? Well, let’s create an analogy. If you hire a cab for a long journey, you get a smoother ride if the driver is concentrating on the road ahead rather than looking at the meter all the time!
And, we get to thoroughly immerse ourselves in the client operations and can therefore deliver much more targeted, knowledgeable and value packed PR services.
So, to the costs themselves. Smaller agencies or regional agencies will charge anywhere from £750 per month plus VAT. London agencies will start from £1,500 + VAT per month. If they are less I would question how many people are in the team and who will be working on your account. PR Fees can really reach any number – it just depends on the amount of work you require.
If you have had a job costed but would like further advice on the price given then please do get in touch with our MD on firstname.lastname@example.org