The question about the cost of PR services is one of the toughest ones PR professionals have to answer. The common answer is: ‘it depends…’. However, Partners of Enterie give us an insight on how prices are being calculated and rough estimations for tech startups who want to enter foreign markets.
Read our article for more insights on other markets: Prices in Public Relations.
PR, settlements and ethics
One thing is sure: a good PR agency will not agree to charge for placed articles. Every industry code of ethics forbids promising results which are beyond the agency’s control. And it is an editor’s decision whether to publish a story or not. Officially paid articles are called ads. Those paid unofficially – corruption.
Whether you like it or not, PR agencies will charge for effort. Of course, they can set KPIs with the client, but payment cannot depend on reaching them. So how are the prices calculated? Here’s some insider information which will help you understand how this business works, to negotiate good deals and to make sure you are not overpaying your agency.
Scope of work and hourly rates
The starting point for budgeting PR services is always an estimated scope of work. Usually, depending on the client’s goals, an agency proposes a set of activities and estimates how much time it will take to execute it.
Hourly rates are the second major variable. They are related to qualifications of consultants needed to complete respective tasks. An hour of work of the consultant who develops communication strategy will be more expensive than an hour of work of a junior account executive who prepares a clipping report. However, agencies often use average rates.
Exemplary hourly rates in Enterie – PR services on European markets
| Junior hourly rate | Senior hourly rate | |
|---|---|---|
| Denmark | €100 | €300 |
| France | €120 | €240 |
| Germany | €120 | €240 |
| Italy | €60 | €240 |
| Netherlands | €130 | €240 |
| Poland | €60 | €90 |
| Spain | €50 | €180 |
| Sweden | €120 | €240 |
| UK | €100 | €270 |
Project fee vs. retainer fee
In case of projects, the final price usually equals the estimated number of hours multiplied by hourly rates. In case of long term retainer agreements, the cost of larger activities (such as events or more intensive campaigns) is usually calculated in a monthly fee, so the client pays the same fee every month.
Projects are relatively more expensive than activities executed within a long term agreement, as prices also have to cover the time of winning new business and the time of consultants for onboarding a new client – preparing a tailored media list, learning about the client company and its services etc. In case of longer engagement these costs will be distributed in time.
Agencies prefer longer arrangements. It brings their business stability and enables investment in consultants. Therefore in case of a retainer agreement, you can always negotiate the price and count on better prices.
Exemplary agency fees in Enterie – PR services on European markets
Estimations provided by Partners of Enterie, a network of independent PR agencies for startups, fast-growing and disruptive businesses.
| Launch pack* | |
|---|---|
| Denmark | €8,000 |
| France | €10,000 |
| Germany | €11,000 |
| Italy | €8,000 |
| Netherlands | €11,000 |
| Poland | €6,800 |
| Spain | €6,500 |
| Sweden | €7,500 |
| UK | €13,500 |
* Launch pack – a 3 months entry project for startups launching on new market, covering:
- strategy and messaging development
- preparing and distributing a launch press release
- organizing 1-2 interviews
- writing and offering 2 byline articles to media
- monitoring and reporting
| Monthly basic services** | |
|---|---|
| Denmark | €4,000 |
| France | €5,000 |
| Germany | €5,000 |
| Italy | €3,000 |
| Netherlands | €4,800 |
| Poland | €3,000 |
| Spain | €3,000 |
| Sweden | €4,000 |
| UK | €3,500 |
** Monthly basic services – within a longer agreement, covering monthly:
- running a local press office
- handling media requests, answering questions
- media monitoring
- maintaining and updating tailored media list
- writing and distributing 1 press release
- writing and pitching 2 articles
- seeking speaking opportunities: preparing statements commenting market developments, when appropriate
- ongoing advisory
Flexible settlements
It is often hard to estimate the scope of work, as it can change depending on opportunities, market developments and changeable client’s needs. To a certain degree, agencies are flexible. In case of larger extra work it can be treated as an extra project.
Sometimes, to make settlements easier, a kind of prepaid arrangement can be applied. Clients are purchasing a number of hours which they can ‘spend’ depending on current developments and needs. Such arrangement gives predictable income for the agency, and some flexibility for the client.
Crisis communication is a completely different story. It usually requires a 24/7 availability of consultants. Therefore, crisis management services are charged on hourly basis, usually with high rates.
The size of the agency
Large, global PR firms charge more than small, independent agencies. Both kinds have their advantages and disadvantages.
Big corporate agencies have bigger costs, which at the end have to be covered by clients – fancy offices, executive salaries, shareholder dividends. In return clients get access to the global know-how and prestige. They also buy corporate safety – as the choice of a strong consultancy brand is not likely to be questioned by anyone. This is why global corporations usually choose similar PR agencies.
Smaller agencies compete with more down to earth prices – as they are more agile and have lower costs of operations. Smaller clients usually go with smaller agencies, as they offer them better engagement and service. For a big PR firm, small clients tend to be simply less important.
What else matters?
Other important factors influencing the pricing are:
- Industry specialization – deep knowledge of a particular industry is always highly valued
- The value of market – the bigger market, the higher the prices
- Labour costs on respective market – as it is a major cost of every PR agency
- Respective market characteristics – especially supply of PR services
PR fees in selected countries
PR fees in Denmark
Denmark belongs to the group of Nordic markets – and shares their pricing standards. Along with Norway, Finland, Sweden, and the Netherlands, it is among the leaders in digitalization. Its industry and service sectors are highly modern and open to international cooperation.
In Denmark – a relatively small country – the focus is on quality. This principle runs through the entire economy: from productivity and work ethic to public institutions and lifestyle. Like its Nordic neighbors, Denmark is recognized for its high living standards, strong social security, extensive public services, and balanced wealth distribution.
Naturally, all of this is reflected in pricing. However, the very high quality of services ensures strong value for money. PR fees in Denmark remain close to the European average.
A launch package of PR activities typically costs around €8,000, while a regular monthly retainer is approximately €4,000.
PR fees in France
If localization is a key to communications in every European (and global) market, it is even more crucial in France. It’s not just about language, but also about culture and French pride. For this reason, localization is not an area where you should try to cut costs.
Luckily for clients, the French PR market is quite competitive. As France is an economically and administratively centralized country, all key media and institutions are located in Paris. This makes it relatively easy to run PR activities, meet journalists, and organize events. These two factors – competitiveness and centralization – help keep rates and PR fees at a moderate European level.
A launch package of PR activities costs approximately €10,000, while a regular monthly retainer is around €5,000.
PR fees in Germany
Even though the PR market in Germany is quite competitive, you should expect slightly higher prices than the European average. The reason is simple: the market is large and lucrative, and everyone wants to be there. This makes it more challenging to gain media attention and get your story noticed.
Geographically, the German market is also very diverse. For centuries, Germany consisted of multiple states and duchies, each with its own economy, administration, and trade centers. Today’s Germany still reflects these historical divisions. Major regions (Länder) have their own “capitals” – such as Berlin, Cologne, Munich, Frankfurt, Hamburg, or Hannover – along with their own institutions (universities, industry associations, chambers of commerce) and media ecosystems. As a result, media outreach is time-consuming, and building strong media relations often requires traveling to distant cities.
Consequently, even with hourly rates similar to other European countries, PR activities in Germany can be somewhat more expensive. A launch package of PR activities typically costs around €11,000, while a regular monthly retainer is approximately €5,000.
PR fees in Italy
Italy has a wide range of PR service providers, particularly in the fashion, food, tourism, and manufacturing industries. When it comes to technology, however, the choice is much smaller. Finding a partner who can easily communicate in English can also be challenging. This naturally affects prices and often limits your options to expensive global PR networks.
Fortunately, there are also specialized agencies like Enterie and Doppia Elica, which offer all the qualities you need. Doppia Elica is based in Milan – Italy’s industrial, financial, and technological hub. The agency remains independent while maintaining strong cooperation with its foreign partners on both European and global levels.
A launch package of PR activities typically costs €8,000, while a regular monthly retainer is around €3,000.
PR fees in the Netherlands
The Netherlands is another Nordic market in the Enterie network. As one of the most developed and digitalized economies in Europe, it has a thriving professional communications sector, including PR firms, agencies, and freelancers. Similar to other Nordic countries, language is not a barrier, as English is widely spoken throughout the country. This means there is a wide range of options when it comes to PR service providers.
A launch package of PR activities typically costs around €11,000, while a regular monthly retainer is approximately €4,800.
PR fees in Poland
Poland has steadily grown into a competitive market for PR and communications. While labour costs have risen, they remain attractive compared to Western Europe, and PR fees are still relatively moderate. The market is diverse, with global networks, independent firms, boutique agencies, and freelancers offering a wide range of specializations, which means there’s something for every budget.
Poland is also a hotspot for production services. Whether it’s graphic design, web and app development, or sophisticated film and animation, skilled contractors are readily available at reasonable rates.
A launch package of PR activities typically costs around €6,000–7,000, with a regular monthly retainer at approximately €3,000 — making Poland a smart choice for both cost-effective and high-quality communications work.
PR fees in Spain
Spain is undoubtedly an attractive market for companies looking to scale a digital business in Europe and beyond. The Spanish consumer market is large, and consumers are eager to adopt new technologies – especially mobile. Thanks to its colonial history and the global reach of the Spanish language, the country is also perceived as a gateway to Latin America.
While Madrid is Spain’s administrative and political capital, Barcelona has become the country’s leading technology hub. With a thriving startup scene and major events such as the Mobile World Congress, the city plays an important role on both the European and global tech stage.
There is, of course, a wide range of PR service providers in Spain. However, for international tech businesses the choice can be more limited, largely due to language barriers. To succeed in Spain, you need to speak Spanish – or find a strong local partner who can bridge the gap.
On the positive side, PR service fees remain at a relatively moderate level compared to other European markets.
PR fees in Sweden
Sweden is an attractive destination for many brands looking to scale. With a large consumer market and a highly developed, digitalized economy, it is appealing to producers and service providers across industries. As a result, the PR sector is thriving, attracting major international players as well as agencies with global reach and offices worldwide.
However, many Swedish PR agencies – especially local ones – are not accustomed to working with clients who lack a direct presence in Sweden. Four PR is one of the few agencies that specializes in supporting companies from abroad.
Pricing reflects both the size of the market and the strength of the Swedish economy. A launch package of PR activities typically costs around €7,500, while a regular monthly retainer is approximately €4,000.
PR fees in UK
The United Kingdom is one of the most expensive markets for professional services in Europe – particularly in Public Relations. Several factors contribute to this.
The UK market itself is highly attractive. As one of the world’s strongest economies, it has 66 million wealthy consumers and a yearly GDP of £2.56 trillion. The country also has a long-standing tradition of global trade and plays a key role in international finance.
Moreover, English is spoken by over 1.45 billion people worldwide, with more than 390 million using it as their first language. This makes the UK a natural gateway to other English-speaking markets, including Canada, Australia, and the United States.
All of this is reflected in PR pricing. A launch package of PR activities costs around €13,500, while a regular monthly retainer is approximately €3,500.
