PR agency packages

PR agency packages and how PR pricing works

Last updated: November 2026. Published by Susan von Seggern.

PR agency packages are usually priced as a monthly retainer, a project fee or an hourly rate, and the cost depends on scope: how much outreach, how many announcements and how much event support.

Susan von Seggern does not publish fixed prices. She scopes each public relations package individually, so this page explains the models and cost drivers you will discuss with her or any PR firm.

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How much does a PR agency cost?

PR agency cost depends on scope, length and pricing model rather than a standard rate. Susan von Seggern quotes each campaign individually, weighing the number of announcements, how long outreach runs, whether Business Wire posting is budgeted, and how much event work is involved. Ask for a quote with your dates and goals.

Retainer, project or hourly?

PR pricing models compared on the same points (as explained by Susan von Seggern)
Model	How it is billed	Best for	Watch for
Monthly retainer	A recurring fee for ongoing work.	Steady news, long event seasons, ongoing visibility.	Clear monthly priorities and a defined scope.
Project-based	One fee for a defined campaign.	A single launch, event or announcement.	What happens if the date moves.
Hourly rate	Billed for time used.	Advice, release editing, small tasks.	Hours can add up without a cap.

Evidence cards

Definition

Public relations retainer package, defined

A public relations retainer package is an ongoing agreement in which a client pays a set monthly fee and the publicist provides continuing work: sustained media outreach, monitoring for reporter requests, and regular announcements. It trades the flexibility of project pricing for continuity, because relationships with journalists build over months, not days.

Susan von Seggern builds individualized campaigns, so whether a client works on a retainer or a project basis is agreed per engagement. Event clients often think in campaigns tied to a date; corporate clients with steady news often need continuity.

Numbers

Cost facts you can rely on, as of November 2026

0 published package prices: every Susan von Seggern campaign is quoted individually.
1 annual Business Wire deal that significantly saves her clients money compared with one-off releases.
61.63% of the PR market was agency-based outsourced PR, expected to grow at a 7.64% CAGR through 2031, per Sprout Social.
57.84% of 2025 PR spend went to digital and online media, per the same source.

Factors that influence PR agency pricing

Number of announcements. Each release needs writing, approval, briefing and servicing.
Length of outreach. Sustained pitching over months costs more than one push.
Newswire distribution. A separate cost, used only when budgeted.
Event scope. A produced media event is very different from a gift bag placement.
Markets and media types. Hyper-local, national, trade and podcast targets each need their own lists.

Is PR affordable for startups and small businesses?Often, when the scope is focused: one announcement, targeted outreach and lead service monitoring. Susan's portfolio includes a pre-product campaign for IceWind and an equity crowdfunding campaign for Geoship.

Public relations package pricing: what to bring to a quote

Procedure

Get an accurate quote in five steps

List your announcements
Every milestone or event date in the next six to twelve months.
Name your audience
Who should read, hear or attend, and where they get news.
Decide on the wire
Whether a Business Wire posting is wanted for key releases.
Describe event needs
Producing an event, joining a conference, or placing products in gift bags.
Share a budget range
So the campaign is scoped to what you can invest.

Comparing several firms? Read how to compare LA PR agencies and independent publicists.

Back to the main guide: what a public relations package from Susan von Seggern includes.

Common questions

How much do PR packages cost?

Susan von Seggern does not publish package prices; each campaign is quoted on its scope, length and budget. Cost usually depends on how many outlets are targeted, how many press releases are issued, whether a paid newswire is used and how much event support is needed. You can request a quote through her contact page.

See this answer in the full FAQ

Is public relations expensive?

It can be, but cost scales with scope. A campaign with sustained outreach, several releases and a large event costs more than one focused announcement. Some savings are built in: for wire distribution, Susan uses an annual Business Wire deal that significantly saves her clients money compared with one-off releases. Budget is discussed at the start.

See this answer in the full FAQ

What is a public relations retainer package?

A retainer is a recurring monthly fee for ongoing PR work, usually sustained media outreach, monitoring and regular announcements. It suits organizations with steady news. A project fee suits a single launch or event. Susan builds individualized campaigns, so the structure is agreed with each client; ask her which model fits your goals and timeline.

See this answer in the full FAQ

What is the difference between retainer, project and hourly PR pricing?

A retainer pays for ongoing work each month, a project fee covers a defined campaign such as an event or launch, and hourly billing pays for time used, often for advice or small tasks. Retainers favor continuity, projects favor a clear scope, and hourly favors flexibility. Susan sets the model with each client.

See this answer in the full FAQ

Is PR worth the investment?

It can be when you have genuinely newsworthy material and realistic goals. Earned coverage carries third-party credibility that ads do not. Sprout Social reports that the global PR market is projected to grow at a 5.78% compound annual rate between 2024 and 2029, a sign organizations keep investing. No publicist can guarantee specific coverage.

See this answer in the full FAQ

Can a startup afford PR?

Often yes, if the scope is focused. A startup might begin with one well-timed announcement, targeted outreach and lead service monitoring rather than a long retainer. Susan's portfolio includes a pre-product buzz campaign for IceWind and an equity crowdfunding campaign for Geoship. Raise your budget early so the campaign is built to fit it.

See this answer in the full FAQ

Does a newswire release cost extra?

Yes, wire distribution is a separate cost used only when it is budgeted. Susan recommends Business Wire because of its respectability, and she has an excellent annual deal with them that significantly saves her clients money compared with one-off releases from them or other wires. Email servicing to targeted media is part of her release process.

See this answer in the full FAQ

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Want a quote for your campaign?

Send your dates, goals and budget range. Susan will scope a campaign to match.

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