The amount you should expect to spend is depends on a few factors, but the most important are:
- How media-ready your company is,
- How broad of a media reach you need.
Do you have a stack of byline articles ready to be handed out? Is your website killer? Has your CEO had media training? If so, it’s likely that your PR firm will be able to kick off your relationship quickly and you’ll spend less money up front. On the flip side, if your press kit is out of date (or non-existent), your website is not at its best and your social media has fallen flat, it’s going to take more time and money for your PR firm to get you ready for the public eye.
If you are working with a boutique firm with national press contacts, you should expect to spend around $5,000 per month. A local press consultant may charge only $2,000 while a national firm could be anywhere from $400 per hour to $25,000 per month.