How much does PR cost?

Public relations (PR) can be a game-changer for brands, but navigating its cost can feel like walking a tightrope. How much should you spend? Is it worth it? And how can you get incredible press coverage without draining your bank account?

The importance of PR

First things first—why should you even care about PR? PR isn't just about getting your name out there; it's about crafting your brand's story and making sure it's heard by the right people. It builds credibility, trust, and authority. Whether it's through media coverage, influencer collaborations, or thought leadership, PR shapes public perception and drives brand growth.

Traditional PR costs

Like any outsourced professional service, costs can be highly variable depending on what you are looking for. A monthly PR agency retainer can be anywhere from $2,000 to upwards of $10,000 per month. This includes services such as building out your media strategy, media outreach, communications and press release writing, event management, and more. PR agencies will bring with them existing relationships with media and the experience to know exactly who to target and how you should be reaching them. Check out our list of some of Australia’s best PR agencies here.

Many PR agencies will also provide options for project-based PR services without locking you into a retainer, so if you have a new product, a big launch event or just need some strategy work done, it may be a very worthwhile investment to bring the professionals in and help get you on-track for media success.

Factors Influencing PR Costs

Scope of Work: The more comprehensive the PR plan, the higher the cost. This includes the number of media outlets targeted, the frequency of press releases, event planning, and more.

Experience and Expertise: Hiring a well-established PR firm with a proven track record will cost more than working with a freelancer or a less experienced agency. Think carefully about what you need and do your research on the agency you choose. Look at their previous work and the brands they represent and be sure that you are comfortable with their style.

Location: PR costs can vary significantly depending on the market. Major cities with a high concentration of media and influencers often come with higher price tags, whilst agencies in smaller regional areas may be less expensive. Again think about this in terms of your target market and the media you want to reach. Your brand may be based in Byron Bay, but you’re trying to reach media on a global scale, so you need to choose an agency who knows how to help you do this.

Industry: Specialised industries may have higher PR costs due to the need for specific industry knowledge and contacts. There are agencies that specialise in areas such as medical and finance which require specific industry insights and strategies to get results.

Do-it-yourself PR

For brands that don’t have the budget or just aren’t ready to jump into an agency retainer, there are options to manage PR yourself. If you’ve decided that this is the path you are going to take then be sure to educate yourself and do your research. Use online tools, like Flaunter, and understand what media are looking for when working with brands.

How Flaunter can help

Loved by both brands and agencies, Flaunter is an all-in-one PR platform. Upload images to your digital showroom, find and connect with media, influencers and creators, send out samples and access reports 24/7. Flaunter has plans starting at just $99/month and is a great option for start-up through to global brands, and their agencies, who are looking to seamlessly manage their PR workflow.

Maximising your PR budget

Here are a few tips to get the most out of your PR budget:

Plan Ahead: Develop a clear PR strategy. Know your goals, target audience, and key messages. Learn how to do PR in 10 simple steps here.

Leverage Relationships: Use tools and platforms (like Flaunter) to build and nurture relationships with media and influencers.

Measure Success: Keep track of your PR activities and measure their success. Adjust your strategy based on what works.