How Much Should a PR Campaign Cost?

It’s a question asked by many Christchurch business owners, and fair enough. If you’re spending money on anything in your business, you want to have an upfront idea about how much to budget and what kind of return on investment you will receive.

​Will a PR campaign be worth it?

How Much For A PR Campaign?

​So, would you expect a public relations and marketing campaign to cost:

• Less than $1000
• Between $1000 and $3000
• Between $3001 and $5000
• Between $5001 and $10,000
• More than $10,000

The answer… Yes. All of the above. Realistically a public relations and marketing campaign for your Christchurch business can cost anywhere within that range, and there are a number of reasons why. Please bear in mind, just because one is more expensive than another does not necessarily make them better.

Why The PR Pricing Difference?

There are a number of public relations and marketing agencies within Christchurch, so take your time choosing one. Depending on your client status, a larger or higher profile PR firm will probably task junior staff members with most of the background work for a campaign, on a rate that could range between $70 - $100 per hour. A partner or director may check their work or be more involved depending on your wishes, and they may charge anywhere between $120 - $200 or even more per hour.
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A senior associate or partner at a smaller or more boutique public relations firm will probably have a similar rate to the junior member of the larger agency, but may have more experience and contacts. Just because the quote for your PR or marketing campaign is bigger, does not always mean it’s better.

​The Price of PR Exposure

A good public relations and marketing campaign relies on expectations, targets and goals. How else can you measure success?

The cost of a PR and marketing campaign will be influenced by your targets and what you hope to achieve. If you only want a small article in a local Christchurch community paper, it will take less time and effort than getting your story on the 6 o’clock news, three magazine features, and a round of live radio interviews. Time is money, and the reality is the more time a PR professional has to spend on a campaign, the more expensive it will be.
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At the end of a campaign, any PR firm worth their salt should be able to measure and show you whether you achieved your goals and how successful your campaign was. If you spent $5000 and received $15,000 worth of exposure, most Christchurch business owners would say that’s money well spent.

​Professional PR Personalities

When engaging a public relations or marketing firm for your Christchurch business, you’re entrusting someone else with your brand, image and reputation. It’s not a relationship that should be entered into lightly, and one you should definitely feel comfortable with.

Talk with a few PR consultants before starting your campaign. How do they treat you? Do they make you feel comfortable? Do they seem to understand your goals and what you’re trying to achieve? Some PR agencies target large corporations or government agencies with big budgets, and others work with local businesses and SME’s, so it’s important to find one that’s the right fit for your Christchurch organisation.

Most public relations or marketing agencies should at least give you a free consultation and quote, but some may charge you for their time if you want something more detailed, like a media plan. The temptation is to compare quotes on price, but you should really look at the little details.

Have they spelled your name and the name of your business correctly? Have they understood your vision, your audience and who you’re trying to target? It’s no good them saying they’ll pitch to the 6 o’clock news media if that’s not where your target audience is. It might look and sound impressive, but it shows they haven’t understood you at all.
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How much is your budget, what are your goals, and who is the right fit? These three small questions can help you find the right PR agency for your business. For a free consultation about whether Inform PR might be right for you, there’s no need to see a doctor, contact Inform PR today.