You’re not wrong, PR can seem expensive. If you’ve ever booked a consultation, heard the numbers, and been more than a little startled, you’re not alone. It’s a common reaction for small businesses, startups, and even established brands. You might be thinking, “Why does it cost so much to just send out a press release or pitch a few journalists?”
Let’s pull back the curtain on why PR costs what it does—and why, when done right, it’s worth it. Spoiler alert: it’s more than “just” pitching to the media and “who you know.”
Let’s dive in and break down exactly what you’re paying for when you invest in PR.
You’re Not Just Paying for “Media Hits”—You’re Paying for Expertise
First things first: PR pros are not just people who blast out emails to journalists. We’re strategists, storytellers, and problem-solvers. We craft narratives, build connections, and manage reputations. The PR magic you see on the surface is the result of a lot of behind-the-scenes work that often goes unnoticed and a lot of emails that go without reply.
Here’s what a PR team brings to the table:
- Industry Knowledge: PR pros have years of experience in understanding what works and what doesn’t. They know which angles will capture attention and which ones will get ignored. This expertise takes time to develop, and it’s what makes your brand’s story stand out.
- Media Relationships: Successful PR isn’t just about sending a press release—it’s about knowing who to send it to and how to pitch it. PR pros spend years building relationships with journalists, bloggers, influencers, and editors. These connections are gold, and they’re a big part of what you’re investing in. It’s also about knowing when to pitch who, not abusing the relationships you’ve built.
- Storytelling Strategy: Crafting the right message is an art. Whether you’re launching a product, managing a crisis, or simply trying to stay relevant, your PR team helps shape the way your brand is perceived by the public. We know how to take your business’s story and turn it into something newsworthy.
You’re Paying for Time (And Lots of It)
PR is not a quick fix—it’s a long game. And let me tell you, there’s a lot of time that goes into making it work. Here’s a little snapshot of what’s happening behind the scenes:
- Research, Research, and More Research
We don’t just throw spaghetti at the wall and hope it sticks. We spend hours researching the media landscape, understanding the latest trends, and identifying the right journalists for your story. This means finding those perfect outlets, publications, or influencers that align with your goals. - Crafting the Perfect Pitch
A great pitch isn’t something you can whip up in five minutes. PR pros carefully craft every pitch to make sure it’s personalized, engaging, and relevant. Journalists can tell when a pitch is generic, and nothing makes them hit “delete” faster than a bland email. Good PR pros take the time to understand each journalist’s beat and tailor their outreach accordingly. - Media Outreach Takes Time
After sending the perfect pitch, it doesn’t stop there. PR pros follow up—multiple times, because journalists are busy and might not respond right away. We’re not afraid to send that polite nudge or jump on a call to make sure your story doesn’t get lost in a crowded inbox. - Building a Strategy
PR is more than just “getting hits.” It’s about building a long-term strategy that aligns with your business goals. We think about where you want to be in six months, a year, or five years, and develop a roadmap to get you there. This planning takes time, creativity, and collaboration—and it’s all baked into the cost.
It’s More Than Media Coverage: You’re Also Paying for Crisis Management (Just in Case)
When things go wrong (and let’s be honest, in business, things can go wrong), your PR team is there to put out fires. Whether it’s a bad review gaining traction, a misstep on social media, or a full-blown crisis, PR pros are trained to handle these situations.
Crisis management is one of the most high-stakes areas of PR, and it requires quick thinking, careful messaging, and fast action. The cost of not having a crisis communications plan in place can be far more expensive than investing in PR upfront. When you hire a PR team, you’re paying for peace of mind, knowing they’ve got your back if things go sideways.
Quality PR Isn’t a One-and-Done Deal
You might be thinking, “Okay, but what if I just want one press release or one media hit?” While one-off projects are possible, quality PR is an ongoing investment. The best results come from consistent, long-term efforts. It’s about building a relationship with your audience and keeping your brand top of mind, not just popping up once and disappearing.
Let’s be real: a single press release is unlikely to change the trajectory of your business. But a well-executed PR strategy that’s built over time? That is where the magic happens.
You’re Paying for Creative Ideas and Out-of-the-Box Thinking
PR isn’t just about plugging your brand into a formula and calling it a day. Every business is unique, and a good PR pro knows how to come up with creative ideas that will grab attention. Whether it’s creating an innovative campaign, hosting a killer event, or devising a social media strategy that goes viral, these big ideas take time and brainpower.
You’re paying for creativity—and the ability to stand out in a sea of competitors.
The ROI Can Be Priceless
PR doesn’t always come with the immediate gratification that some other marketing channels do. But the return on investment (ROI) can be huge. A single media hit in the right publication can lead to new customers, increase your brand’s credibility, and even attract potential investors.
More importantly, PR helps build long-term trust and credibility. People do business with brands they know and trust, and there’s nothing quite like a glowing article in a respected publication to boost your reputation.
So, Why Does PR Cost So Much? Because It’s Worth It!
At the end of the day, PR isn’t just about press releases or media hits. You’re paying for strategy, creativity, expertise, time, and results. You’re investing in your brand’s future, reputation, and growth. And when you think about it like that, the cost of PR starts to make a lot more sense.
When done right, PR has the power to transform your brand. And while it might seem pricey upfront, the long-term benefits of a well-executed PR strategy far outweigh the costs. So, next time you get a quote that makes your eyes widen, just remember: you’re not paying for a press release—you’re paying for the kind of exposure that can change the game for your business.
Don’t Have The Budget for a PR Consultant?
PR can be done in house, by a founder or a team member. When approached with a strategy you can bring PR in house to keep costs down. Book a PR Power Hour to pick my brain for tips and to get some tangible tips to start reaching out to media.
Or Amplify Your Brand with my PR Coaching Program. Over two sessions my private PR Coaching and Strategy Workshop is designed to develop your story, build your strategy and solidify your public relations plan of action so you can pursue PR while staying on budget.
