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 to Structure a Monthly PR Retainer
PR retainers typically run $2,500–$12,000 per month for freelance specialists. The fee reflects committed hours, media relationships maintained, and ongoing deliverables like press releases and coverage reporting.
Floor
$2,500
per hour
Typical
$6,000
per hour
Premium
$15,000
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.
What changes the price
- Number of committed hours per month
- Media tier targeted (local, national, trade, top-tier)
- Number of press releases included
- Reactive PR support and availability
- Coverage reporting depth and frequency
- Industry expertise required
- Exclusivity clauses
- Minimum commitment length
Real quote breakdowns
Startup PR Starter Retainer
An early-stage startup needs 10 hours of PR advisory, one press release per month, and media monitoring.
Breakdown
10 advisory hours at $200/hr, one press release, basic media monitoring, monthly coverage summary.
Growth-Stage PR Retainer
A Series A company needs ongoing media relations, two press releases, and a quarterly spokesperson training session.
Breakdown
25 hours at $200/hr, two press releases, active journalist outreach, quarterly media training, monthly detailed coverage report.
Full-Service PR Retainer
An established brand needs comprehensive PR including proactive and reactive media management, thought leadership placement, and executive profiling.
Breakdown
50 hours, full media relations programme, thought leadership article placement, executive interview coordination, weekly status calls, and analyst relations.
Frequently asked questions
What is the minimum retainer term for PR work?
Three months is the industry standard minimum. PR results take time to materialise; a one-month retainer rarely allows enough time to build momentum. Six-month commitments deliver significantly better outcomes.
What should I do if a client is unhappy with coverage on a retainer?
Review the media strategy, identify barriers (weak story angles, slow approval processes), and present a revised outreach plan. Proactively addressing issues before the client raises them builds trust and retention.
Should unused retainer hours roll over?
Standard practice is no rollover — unused hours expire monthly. This incentivises clients to engage with you regularly. You can offer a 20% rollover as a premium for annual retainer commitments.
How do I justify a PR retainer fee increase?
Tie increases to demonstrated results, expanded scope, or market rate benchmarks. Present a brief one-page coverage summary with ROI estimates (earned media value, share of voice) to contextualise the fee.