Find your exact rate
AI tools
Factor in AI tool subscriptions
Your rate sits above the market for this profession.
- Day
- $450
- Project
- $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 Media Relations?
Freelance PR specialists charge $2,500–$10,000 per month for ongoing media relations retainers. One-off media outreach campaigns for a single story or launch typically run $1,500–$5,000.
Floor
$1,500
per project
Typical
$5,000
per project
Premium
$12,000
per project
Find your exact rate
AI tools
Factor in AI tool subscriptions
Your rate sits above the market for this profession.
- Day
- $450
- Project
- $2,200
- Retainer
- $8,350/mo
Was this helpful?
Community data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
What changes the price
- Target media tier (local, national, trade, top-tier)
- Number of press contacts targeted per campaign
- Inclusion of press release writing
- Exclusivity or non-compete provisions
- Speed of follow-up and journalist management
- Whether the client has an existing media list
- Industry complexity (regulated vs. consumer)
- Reporting and coverage tracking requirements
Real quote breakdowns
Small Business Local Press Outreach
A local restaurant group needs a press push for a new location opening targeting city publications and food blogs.
Breakdown
Press release writing, media list of 25 local contacts, email pitch, follow-up for 2 weeks, coverage report.
Tech Startup National Media Campaign
A seed-stage startup needs media outreach for a product launch targeting tech and business publications.
Breakdown
Story angle development, press kit, media list of 60 national contacts, personalised pitches, one month of follow-up, and a coverage report.
Ongoing Media Relations Retainer
A Series B company retains a PR specialist for consistent top-tier media coverage across tech, business, and trade outlets.
Breakdown
20 media hours/month, ongoing journalist relationship management, monthly media report, reactive PR support, and two press releases per month.
Frequently asked questions
Should I charge a flat fee or retainer for media relations?
Retainers are best for ongoing media relations because relationship-building takes time. One-off campaign fees work for specific launches. Never guarantee coverage — only effort and expertise.
Can I guarantee press coverage?
No ethical PR professional guarantees coverage. You can set realistic expectations based on your media relationships and the newsworthiness of the client's story. Always document this in your contract.
What should I include in a media relations retainer?
Define a monthly deliverables list: press releases, pitches sent, media contacts maintained, monthly coverage report. Include a cap on reactive requests to prevent scope creep.
How do I price media relations for a new industry I'm not established in?
Either research the relevant journalists and charge for list-building time, or be transparent with the client that building coverage in a new sector takes 3–6 months. Price accordingly with a ramp-up phase.