How each model works
- Retainer: a fixed monthly fee for an agreed scope, usually with a minimum term. Best for ongoing media relations, content and profile building.
- Project: a fixed fee for a defined piece of work with a start and an end, such as a product launch, event or crisis plan.
- Hourly: pay for time as used. Best for advice, reviews and small tasks.
Published ranges
Published guidance cites hourly rates from $100 to $350 and above, monthly retainers from $2,000 to $10,000 and above, and projects from $5,000 to $50,000 and above. Most agencies do not publish fees, so treat these as orientation, not quotes. Our cost guide shows the sources and the caveats, and the budget calculator turns them into totals.
Contract terms to check
- Scope: what is included and what is not, in plain words.
- Term and notice: the minimum length and how to exit.
- Who does the work and how many hours are expected each month.
- Reporting: what you receive, how often and with live links.
- Expenses and third party costs, and who approves them.
- Ownership of content, assets and contact lists at the end.
- Conflicts: competing clients and any ownership ties.
Red flags
- Guaranteed coverage. Earned coverage cannot be guaranteed.
- No written scope or no named team.
- Reports that count impressions but not outcomes.
- Pressure to sign a long term before a trial period.
Questions
Is a PR retainer worth it?
For ongoing profile building, usually yes, because relationships and momentum compound. For a single launch, a project fee is often better. Agree measures before you sign.
How long is a typical PR contract?
Retainers often run for three to six months or longer. Check the minimum term, notice period and what you own at the end.
Can an agency guarantee coverage?
No agency can honestly guarantee earned coverage, because journalists decide. Be wary of anyone who does, and ask what they will do and how they will report it.
Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.