When planning a PR campaign, two questions inevitably arise: “How much does it cost?” and “What’s the return on investment?” (Spoiler: you’ll find a few insights here.)
So, how much does PR cost?
The short answer?
For freelancers, retainers typically start at €1,000 to €1,500 per month.
For agencies, monthly fees generally begin at €2,500 to €3,000.
There’s technically no upper limit. If the campaign involves events, press trips or complex technical support, costs can rise significantly.
OK, but what do those budgets actually cover?
First and foremost: the expertise of your PR consultant or team.
That means a strong understanding of the media landscape, plus established relationships with the journalists most relevant to your business.
It’s the PR pro’s ability to craft a sharp angle and link your message to current news cycles that determines the success of your campaign.
Then comes the strategy.
In other words: what’s the best plan of action, and how do we roll it out?
This includes a roadmap of press announcements, key messaging, and timeline of outreach activities.
Next: operational execution.
This is the day-to-day delivery of PR work, including:
- Drafting press materials (press releases, pitch notes, Q&A, briefing sheets, etc.)
- Media outreach and follow-up
- Managing interviews and interactions
- Monitoring results
- Regular reporting
Throughout the campaign: aligning your brand with the media conversation.
This requires a dual monitoring approach:
- Structural monitoring: regulatory and legislative developments (France + EU)
- Tactical media monitoring: following press coverage in your domain to suggest comment opportunities, identify topic-leading journalists, track industry events, and plan your presence around recurring editorial cycles (known as “media marronniers” in France)
Creativity (aka Ideation)
Armed with this knowledge and a clear understanding of your goals, your PR consultant will suggest media angles or even full-scale activations—think stunts, surveys, bespoke events, or international press trips.
And behind the scenes: exclusive PR tools.
These include:
- Access to up-to-date media databases
- Editorial calendars
- Media monitoring and clipping services
- Share-of-voice analytics tools
…and more.
Do you want to talk about it more?
In summary, what drives PR costs?
The core difference between a freelancer and an agency lies in the range of expertise and availability you can leverage throughout the collaboration.
Also keep in mind: PR budgets extend beyond consultancy fees. Technical costs linked to activations (e.g., venue hire, production, travel) can significantly increase total investment.
Finally, PR isn’t something you can fully outsource. Make sure to budget your own time and input – your agency will need it to get the best results. 🙂
