Image from Bohemian Traders via Flaunter

Public relations (PR) can be a game-changer for brands – boosting credibility, visibility and trust. But just like anything, when numbers become involved and budgets are crunching, things can get tricky. How much is too much? What is worth the investment? And how do you score great press coverage without blowing the budget?

In a world where a single feature in the right publication or a viral moment on social media can completely change the game, investing in PR should be at the top of our list. Yet with so many variables at play, from agency retainers to influencer partnerships, the costs can be confusing and overwhelming.

The importance of PR

Just like any investment, before you commit to anything, you need to understand exactly what you’re investing in – and why. PR isn’t just about getting your name out there; it’s about crafting your brand’s story and making sure it’s heard by the right people. A strong media relations strategy does more than earn headlines – it positions your brand as one actually worth engaging with.

Just like your trainer says to you at the gym – consistency is key, and public relations is no different. Every piece of activity – whether it’s a press release, product placement, an event appearance or a feature story – contributes to a bigger picture. Every touchpoint, no matter how big or small, is an opportunity to build familiarity, trust and recognition. PR isn’t just about one big media hit; it’s about showing up again and again, in the right places and with the right message.

It’s time to view your public relations strategies as long-term investments – because that’s what they are. Often, we can become discouraged when that first step of the strategy doesn’t generate the buzz, sales or land those features we hoped. Like planting seeds, the results of PR may not be instant – but with the right care and consistency, they lead to long-term business growth.

Traditional Public Relations (PR) costs

Like any outsourced professional service, costs can be highly variable depending on what you are looking for. A monthly PR agency retainer can be anywhere from $2,000 to upwards of $10,000 per month. This includes services such as building out your media strategy, media outreach, communications and press release writing, event management, and more. Public relations agencies will bring with them existing relationships with media and the experience to know exactly who to target and how you should be reaching them. Check out our list of some of Australia’s best PR agencies here.

Many PR agencies will also provide options for project-based PR services without locking you into a retainer, so if you have a new product, a big launch event or just need some strategy work done, it may be a very worthwhile investment to bring the professionals in and help get you on-track for media success.

Factors Influencing Public Relations (PR) costs

Scope of Work: The more comprehensive the PR plan, the higher the cost. This includes the number of media outlets targeted, the frequency of press releases, event planning, and more.

Experience and Expertise: Hiring a well-established PR firm with a proven track record will cost more than working with a freelancer or a less experienced agency. Think carefully about what you need and do your research on the agency you choose. Look at their previous work and the brands they represent and be sure that you are comfortable with their style and be sure to seek referrals and recommendations.

Location: PR costs can vary significantly depending on the market. Major cities with a high concentration of media and influencers often come with higher price tags, whilst agencies in smaller regional areas may be less expensive. Again think about this in terms of your target market and the media you want to reach. Your brand may be based in Byron Bay, but you’re trying to reach media on a global scale, so you need to choose an agency who knows how to help you do this.

Industry: Specialised industries may have higher PR costs due to the need for specific industry knowledge and contacts. There are agencies that specialise in areas such as medical and finance which require specific industry insights and strategies to get results.

What to look for when choosing an agency

As a lot of us have experienced on the dating scene - not every fish in the pond will be the right one for you. When selecting a PR agency, it’s important to look beyond flashy websites, impressive client lists and those “press coverage guaranteed” promises.

Take time to evaluate the following factors:

Experience in your industry: Do they have a deep understanding of your niche and existing relationships with relevant media? Agencies with industry-specific expertise are more likely to land you meaningful coverage in the right outlets.

Transparency and communication: A reputable agency will clearly outline what services are included (and what isn’t), how they plan to measure success and how often they’ll communicate progress. You should know exactly what you’re paying for – and how it’s working

Track record: Don’t be afraid to ask for case studies, press results and campaign examples. Look for consistent wins, creative campaign execution and positive client testimonials.

Realistic expectations and integrity: Be wary of those agencies that “guarantee” press coverage. PR is not advertising, and reputable professionals know that earned media takes time, trust and strategy. Instead, look for agencies that talk about relationship-building, consistency and reputation management as key markers of success. Authenticity is key.

From Vision to Budget

A good budget stems from a solid plan – and that planning starts well before the new financial year rolls around. Budgeting ahead gives you time to think strategically about where you want your brand to go and what kind of growth you’re aiming for. To brief an agency affectively, you first need clarity on your own objectives. Don’t just throw money at a strategy hoping it will stick. The more you understand what you need, the better an agency can craft a roadmap – and the budget – that works best for you.

Do-it-yourself Public Relations (PR)

For brands that don’t have the budget or just aren’t ready to jump into an agency retainer, there are options to manage PR yourself. If you’ve decided that this is the path, you are going to take then be sure to educate yourself and do your research. Use online tools, like Flaunter, and understand what media are looking for when working with brands.

How Flaunter can help

Loved by both brands and agencies, Flaunter is an all-in-one Public Relations (PR) platform, helping you to work smarter, not harder. Don't dive between Dropbox, email inboxes and spreadsheets, with Flaunter you can manage all your brand assets and media workflow with one central tool. Plus, with Flaunter your brand can be discovered and downloaded by media even when you're not online.

Flaunter has plans starting at just $99/month and is a great option for emerging through to global brands, and their agencies, who are looking to seamlessly manage their PR workflow.

So, if your brand isn’t on Flaunter yet?  

Want to see how Flaunter could work for you? Get in touch for a free discovery call at hello@flaunter.com - we’ll walk you through how it can support your PR goals and fit your budget.

Or if you’re ready to jump right in, get started with our free trial and make sure your press kit—images, videos, media releases, lookbooks, and sample collections—is available 24/7. 

No matter your PR setup, Flaunter is here to support your goals.

Join Flaunter today and PR like a pro.

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