Growing companies know that they need public relations (PR) in some shape or form to help establish their business in an industry, to build expert positioning or generate awareness that can lead to sales. However, while founders and small enterprise CEOs understand the need, they do not always value the cost associated with building credibility and establishing businesses in the market.
Public relations (PR) is often perceived as a high-cost service, leaving many clients wondering why a press release, media pitch, or influencer campaign comes with such a hefty price tag. It comes down to time. And time, combined with expertise, has a real value.
As a PR agency owner with a Journalism degree and 25+ years in PR and integrated marketing, I’ve had countless conversations with clients explaining the value behind these costs, and I always use the example of an attorney. Attorneys set their fees and that’s that, but business owners believe they can haggle the cost of PR because ultimately, they do not value the work. Is their time worth more than ours?
What I can say is that when a company needs us in a crisis, they are willing to pay 911 prices for us to drop other things and reorganize ourselves to help the client out.
To better understand why PR is priced the way it is, let’s break down its complexities and compare it to a profession that is equally strategic and labor-intensive: law.
So why is public relations so expensive?
PR as a Strategic Service
At its core, PR is about managing and enhancing an organization’s reputation through earned media, strategic communication, and relationship-building. What does that actually mean? It means that companies engage in PR when they are launching a company, product or service, want to generate awareness to increase sales or build their reputation in the market with prospective customers.
And there are other tactics where PR can be beneficial.
It’s not just about sending out press releases; it’s about:
Onboarding & Discovery: This is where the agency “joins” your company, begins team building and gets an inside look into the company, its needs, challenges and objectives as well as team introductions.
Audits and Evaluations: This gives the agency the chance to learn about your industry in depth and understand where the company sits in the market and discover the opportunities.
Developing Strategy: Crafting a tailored communications and creative plan that aligns with business goals takes time, research, and expertise and can only truly be done after a period of research and discovery.
Depth of Scope: Is this a small, one off media relations push or a full blown PR campaign that requires time planning for a smooth and flawless execution? How many media? What is the breadth and depth of the project? Does the company need a new website? Is there a sampling or experiential event? There are so many ways a campaign can go.
Messaging, Story Strategy & Approach: The What, Why, How and Where the story will go.
Media Lists & Research: Building and maintaining relationships with journalists, editors, and influencers is an ongoing process requiring significant effort especially with so much turnover. This now requires more of our time researching potential media contacts to ensure we’re spending our energies in the correct place.
Content Creation: Writing press releases, pitches, blog, and thought leadership articles involves deep industry knowledge and creativity.
Reporting, Tracking, Management
And more….
These tasks require skilled professionals who can think strategically, execute flawlessly, and adapt quickly on behalf of clients.
Exposure, Credibility and More
The value of PR lies in its ability to generate awareness, build credibility and perceived value as a company, product or service that is equally seen as valuable by media outlets. Valuable enough to feature or include in a story. The result of which can transform a business nearly “overnight” via leads or sales.
What kind of price tag would you put on this?
The Challenge
The challenge for most when it comes to PR is that, like sales, there’s an intangibility that is unpredictable and sometimes hard to control. Founders and business owners want immediate tangible results, which don’t always occur. In this way, PR operates differently than the other tools in the marketing toolbox. Tangible results often take time.
I had a client relate their investment to roulette because we cannot control the media, world events or acts of nature that can hijack our campaign.
With an understanding of PR and how it works and our reporting process that keeps clients in the loop every step of the way, we reassure our clients that the investment is worth it through performance and also our ability to pivot quickly if needed.
PR vs Law Firms
Many people are familiar with the high costs of legal services and attorneys rarely get push back on their fees, so comparing PR to law firms can help contextualize the expense. Here’s why PR shares a similar value to attorneys that founders and small business owners need to consider:
1. Expertise Matters
Lawyers are paid for their specialized knowledge of the law. They’ve undergone years of education and practice to master their field.
PR Professionals bring years of experience in media relations, messaging, and branding. Crafting the right narrative or securing coverage in a top-tier publication often requires expertise that can’t be learned overnight. The best of us also have a degree or background in journalism that gives us a specialized knowledge of the industry and how to be successful.
2. Time is Money
Law Firms bill by the hour, with senior partners commanding hundreds or thousands of dollars per hour.
PR Agencies typically charge retainers or project-based fees, reflecting the time and effort required to deliver results or execute a full blown campaign. Media pitches, interviews, and event coordination, social media, content, etc. don’t happen in isolation—they demand hours of preparation and follow-up.
*Important to remember that hourly fees often support a team of people on your case or campaign.
3. High Stakes
A lawyer’s advice can prepare and protect a company from lawsuits or regulatory penalties.
A PR professional’s strategy can make or break a company’s public image, generate awareness and drive valuable website traffic, and assist in building personal brands. Poorly executed campaigns, failed engagement with customers, mishandled crises, and more can cost businesses far more than they invest in PR.
4. Relationship Value
Lawyers leverage their network of legal experts and courts.
Good PR pros know how to build relationships that benefit clients. PR pros rely on their media contacts, influencers, and industry connections to amplify a brand’s message effectively.
What You’re Paying For
When you hire a PR agency, you’re not just paying for services; you’re paying for:
Access: Established relationships with key media and influencers.
Expertise: Insights that come from years of experience and understanding of how media operates.
Skill Set: Media relations, for most practitioners, is learned and honed over time and trained by those of us with backgrounds in journalism. This is not a skill that most business owners feel confident taking on for themselves.
Execution and Activation: Full scale planning, execution or brand activation, onsite management, et al.
Results: While PR cannot guarantee outcomes, agencies bring the tools and strategies most likely to achieve your goals to the table. A good pro always has a back up plan to pivot if necessary to ensure a positive experience for clients.
Time: Behind every successful campaign is a team working tirelessly to execute every detail. Time is money and time is a valuable commodity.
A Worthwhile Investment
While the upfront cost of PR may seem steep, it’s important to consider the long-term value it provides.
A well-executed PR strategy can enhance brand awareness, increase credibility, drive traffic and sales, and open doors to new opportunities, like partnerships, that far outweigh the initial investment.
So, the next time you question the cost of PR, remember: You’re not just paying for a press release or a social media post. You’re paying for a team of skilled, expert professionals working to elevate your brand, generate awareness, grow sales and leads, build credibility with your audience, protect your reputation, and help you achieve your business objectives.
In the world of PR, as in law, expertise and relationships are invaluable—and they’re worth every penny.
And there is always that saying, “You get what you pay for” and that’s true in law and PR.