Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
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Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
How much should you charge for PR services?
Find your rate based on engagement type, media tier, and campaign scope.
PR specialists in the US charge between $75 and $200 per hour. Monthly retainers range from $3,000 to $15,000. Product launch campaigns cost $5,000-$25,000 depending on media tier and duration. Crisis PR commands premium rates of $200-$400/hr due to urgency and stakes.
Floor
$75
per hour
Typical
$125
per hour
Premium
$200
per hour
Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
Was this helpful?
Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
How we calculated this
The rates on this page are derived from BLS OEWS May 2024 wage data for the closest matching occupation code, adjusted for freelance overhead using a transparent four-step formula.
- 01
Floor calculation
Your target income × 1.153 (SE tax) + annual software and tool costs, divided by billable hours. This is the minimum rate that covers your costs.
- 02
Market benchmarking
The base rate is positioned against BLS percentile data for your metro. You see exactly where you land — p10 through p90.
- 03
Skill and complexity adjustments
Multipliers of 0.85×–1.65× reflect your skill level and the complexity of the work. High-stakes, strategic work earns more.
- 04
Regional cost adjustment
BEA Regional Price Parities (RPP) adjust the final rate for local cost of living. San Francisco commands more; Austin less.
What changes the price
- Engagement type (retainer, campaign, crisis)
- Media tier targets (Tier 1 national, trade, local)
- Industry vertical and complexity
- Spokesperson training included
- Event coordination scope
- Content creation (press releases, op-eds, pitches)
- Measurement and reporting depth
- Existing media relationships in target outlets
Real quote breakdowns
Product Launch PR Campaign
8-week PR campaign for a consumer tech product launch. Media strategy, press release, media list (50+ outlets), personalized pitching, interview coordination, and coverage report.
Breakdown
96 hrs × $125/hr. Strategy + messaging ($2,500). Media list + press materials ($2,500). Pitching + follow-up ($4,000). Interview coordination ($1,500). Coverage report ($1,500).
Monthly PR Retainer
Ongoing media relations for a B2B SaaS company. 2 press releases/month, proactive pitching, reactive media requests, quarterly thought leadership placements.
Breakdown
40 hrs/month × $125/hr. Press releases ($1,500). Proactive pitching ($1,500). Reactive media ($800). Thought leadership ($700). Reporting ($500).
Crisis Communications
Rapid-response crisis PR for a data breach incident. Stakeholder messaging, media holding statements, spokesperson prep, social monitoring, and recovery narrative.
Breakdown
75 hrs × $200/hr. Crisis assessment ($2,000). Messaging + statements ($3,000). Spokesperson training ($2,500). Media management ($4,500). Recovery strategy ($3,000).
Frequently asked questions
Should PR specialists charge retainer or per-placement?
Retainer is the industry standard. Pay-per-placement models devalue the work (pitching, relationship building, strategy) that does not result in placements but is essential to success. If clients insist on performance pricing, charge a base retainer plus bonuses for Tier 1 placements.
How do I price crisis PR work?
Crisis PR commands 50-100% premiums over standard rates ($150-$400/hr). Price with a minimum engagement fee ($5,000-$15,000) plus hourly for overages. Crisis work requires immediate availability, weekend/evening hours, and high-stakes decision-making that justifies the premium.
What is a reasonable number of media placements to promise?
Never guarantee specific placement numbers — media coverage depends on newsworthiness, timing, and editorial decisions outside your control. Instead, commit to activity metrics: number of pitches sent, journalists contacted, press materials produced. Set expectations around media tier (trade vs national) and coverage type.
How has PR pricing changed with the decline of traditional media?
Traditional media coverage is harder to secure, making skilled PR more valuable, not less. The shift toward digital PR (podcast interviews, newsletter features, LinkedIn thought leadership) has expanded the scope of work. Modern PR specialists should price for multi-channel campaigns, not just print placements.
Should PR specialists offer social media management?
Only if you have the skills and capacity. PR and social media are complementary but distinct disciplines. If you offer both, price them as separate line items. Many PR specialists partner with social media managers for integrated campaigns, referring work rather than underdelivering on either discipline.
Related professions
The short version
- →Floor rate: $75/hr. Typical: $125/hr. Premium: $200/hr.
- →PR specialists in the US charge between $75 and $200 per hour.
- →The biggest rate drivers: Engagement type (retainer, campaign, crisis), Media tier targets (Tier 1 national, trade, local), Industry vertical and complexity.
- →Rates are based on BLS OEWS May 2024 data, adjusted for freelance overhead, skill level, complexity, and regional cost of living.