How much does a PR agency cost in 2023?

How much does a PR agency cost? It’s a question that every potential client wants to ask on the first call but rarely ever does, so here’s a look into my truth as the owner of a midsize PR agency

A boutique agency has the ability to be flexible with pricing 

While some agencies won’t take clients for anything less than $25,000 a month, the boutique agency pricing is slightly different. This is because:

  1. We’re growing, so we’re eager to land interesting clients that help grow our reputation.
  2. We generally don’t have the overhead of a large agency — people who are not “billable” like a CFO, CIO, and Head of People, so we can be more flexible with pricing.
  3. We usually don’t report to a board or investors, so we can choose to work with brands we believe in.

That said, boutique agencies also don’t have the financial buffer that larger agencies have. Meaning clients coming and going matter more. 

By being flexible, we help our clients balance their desired results with their budgets.

What is the average retainer at Segal Communications?

At Segal, we have three main practice areas – consumer, tech, and executive visibility. We provide media relations, influencer programs, social media management, and creative campaigns for each of these.

Our clients fall into one of six categories:

  1. Industry Specific Technology with 100-1,000 employees, focused on growth
  2. Emerging Industry Technology start-ups that are investing in public relations to build awareness
  3. Trusted Consumer Brands with 100-1,000 employees, focused on omni-channel purchasing (online and brick-and-mortar)
  4. Growing Consumer Brands with great products that need to get into the hands of those who influence
  5. Informers and Educators who have logged their ten thousand hours of expertise and then some and are working to share their experience and knowledge with a larger public audience
  6. Passionate Founders with a product or service that warrants staning

Most Segal Communications baseline retainers currently hover between $6,000-$12,000, but there are exceptions to that rule. The exceptions include being a longtime client who has been with us from the start, someone or something too cool to pass up, or a mission-driven organization working on something for the greater good.

On the lower end of the price range are consumer clients that have a desirable product that we can get into the hands of influencers and media. On the higher end are B2B clients with unique audiences and customers.

Agencies offer the most comprehensive range of services

The baseline retainers are just that — baseline. Most clients want more than PR; they want social media, blog writing, bylines, sample campaigns, and creative. All of these elements have additional pricing structures. Working with an agency is valuable because we are a one-stop shop for all of your communications needs. We provide our clients with a fluid ecosystem of communications services that can ebb and flow with the needs of the business. By being flexible, we help our clients balance their desired results with their budgets.


Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]segalcommunications.com