For startups and SMEs, PR is an essential tool for building credibility, attracting customers, and securing investment. But knowing how much to invest — and what kind of return to expect — can be challenging.

PR’s impact isn’t always easy to measure, which leaves many founders asking: how much should we realistically spend on PR in 2025?

This guide is designed to answer the most common questions about setting a PR budget, helping you meet your objectives without overspending.

Understanding PR Costs in 2025

A well-structured PR strategy can elevate your brand and open doors to new opportunities, but it requires investment. As a general rule, businesses should allocate 5-15% of their annual revenue to marketing, with PR forming a key part of that budget.

For startups and SMEs, PR costs will vary depending on the type of support you need:

• Freelance PR specialists
  • £2,000–£5,000 per month – a flexible, cost-effective option providing specialist expertise and a dedicated contact, ensuring a more personal working relationship.

• Boutique PR agencies
• £5,000–£10,000 per month – a small team offering dedicated resources with no downtime during holidays, ensuring consistent support.

• Larger PR agencies
  • £10,000+ per month – a larger team capable of delivering a fully integrated PR and marketing communications solution, eliminating the need to hire additional specialists separately

Maximising PR Value on a Budget

For many startups and SMEs, hiring a full-time PR agency simply isn’t viable. That’s where freelancers come in. But before bringing someone on board, it’s important to consider the type of support you need:

• Project-based support
• Engaging a PR professional for short-term campaigns can be a cost-effective option.
• Ongoing retainer
• Many freelancers work on a retained basis, typically a minimum of two days per month.

What should you budget for freelance PR?

• Day rates
• Most freelancers charge between £300 and £500 per day, while senior specialists can charge £600–£900 per day.
• Retainer agreements
• A monthly retainer of £800–£2,000 (for a six- or 12-month project) may cover some reactive pitching and limited proactive outreach, but wouldn’t stretch to more sophisticated campaigns or content creation.
• The Work Crowd average
• In 2024, the average monthly invoice for PR & communications freelancers via The Work Crowd was £4,050, up from £3,740 in 2023.

No One-Size-Fits-All Answer

There’s no fixed rule for setting a PR budget — every business has unique goals and requirements. However, this guide should provide a useful starting point, helping you understand the typical costs and considerations involved.

Once you have a rough idea of your budget, the next step is to create a brief on The Work Crowd and connect with freelancers who fit your needs. They’ll be able to advise on the specifics, and having an idea of your budget in advance will help you make the most of their expertise.

If you still have questions, we’re always happy to chat. Get in touch directly here.