I Cant Afford A PR/Publicity Campaign -- Can I?

It's a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: "I'd love to hire someone to launch our publicity campaign professionally, but we can't afford it, so I'm just going to have to do it on my own."

Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services. I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign. During my PR consultation with them, I asked: "How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?" Of the 102 people I've queried:

  • 11% - Thought a professional PR campaign would cost $10,000+ per month

  • 32% - Thought a professional PR campaign would cost $5,000-$10,000 per month

  • 39% - Thought a professional PR campaign would cost $3,000-$5,000 per month

  • 12% - Thought a professional PR campaign would cost $1,000-$3,000 per month

  • 6% - Thought a professional PR campaign would cost less than $1,000 per month

The truth is -- you can get a publicity/PR campaign in all of those price ranges. What you get for your money and how effective the campaign will be is the real question. It is true that the more you pay the more you get. But getting the most publicity/PR exposure doesn't mean you have to get most expensive PR agency or specialist.

A good rule of thumb is to align yourself with a PR business that best reflects your business size. Most times their rates will be in line with your prospective PR budget. If you are a small business owner with two employees, you need not hire a high-dollar PR agency with dozens of employees. Find a PR business whose office size and capabilities closely resemble your business.

Case in point -- there is a large PR agency in a fancy building downtown a few miles from my office. Frankly, we are not even competition to each other ? in fact we have even referred clients to each other. Why? They typically work with large corporations and implement campaigns of around $10,000 per month. My business works with smaller businesses/individuals -- a PR/publicity campaign with my company would be about $10,000 for an entire year ? not just a month. Mechanically, the downtown firm and my business do the same thing when it comes to PR campaigns: professional media release composition; extensive media market research; articulate personalized distribution to the media; months of media relations (article placements/interview scheduling/media request fulfillment, clipping/tracking of media placements, etc.).

Signing up with the big firm doesn't mean you'll necessarily get an experienced associate working on your campaign. So are you getting what you are paying for? A friend of mine who works at a major PR firm gave me the following breakdown of billing fees in his office:

  • Interns/Junior Executives ? bill at $75 / hour (Very little, if any professional experience)

  • Account Executives ? bill at $100 - $125 / hour (1-3 years of professional experience)

  • Senior Account Executives ? bill at $125 - $200 / hour (Multiple years of professional experience. Agency decision makers.)

Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience in the industry and typically charge $50 - $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than the "Intern/Junior" executive rate at a downtown firm.

However, one word of advice -- when choosing a smaller firm or individual to do your PR, make sure they have the same tools that the bigger agencies do: updated media lists/contacts; personalized media distribution capabilities; professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as the intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don't have all the tools to help you in the best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

  • Proper Campaign Implementation ? Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing of the release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression to the media is a lasting one ? make sure it's a good one.

  • Media Contacts ? Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in the door benefit you.

  • Efficiency and Effectiveness ? PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you have the tools, the time and the expertise to make it cost effective. I always tell my clients, "You do what you do well, I'll do what I do well and we'll collectively move this business further up the ladder."

One caveat when it comes to choosing a professional PR agency or individual to work with ? signing up for a higher priced campaign doesn't necessarily mean you will get better results than a cheaper campaign. And the inverse is true as well. Over the past year or so, many "low-cost PR/publicity services" have begun to pop up all over the Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost ? because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you have the time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not ? there are a number of public relations/publicity firms, specialists and services out there. Research to find the one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign -- many find that they can't afford NOT to have one.

About The Author

Todd Brabender is the President of Spread The News Public Relations, Inc.. His business specializes in generating media exposure and publicity for innovative products, businesses, websites and inventions.

(785) 842-8909, todd@spreadthenewspr.com

todd@spreadthenewspr.com

rental limo Bingham .. Lockport Chicago limo O’Hare
In The News:

For the first time ever, SpaceX launched a rocket into space from Florida and landed the booster the Bahamas, allowing for future polar-orbit spaceflight missions.
Attackers use caller ID spoofing and AI voices to steal money. Tech expert Kurt “CyberGuy" Knutsson provides seven ways to protect yourself.
Tech expert Kurt “CyberGuy" Knutsson talks about the Genesis GV60 MIV, an electric rescue EV with snow tracks for extreme missions.
Tech expert Kurt “CyberGuy" Knutsson helps you ensure a smooth online experience with a reliable, secure home network setup.
Kurt “CyberGuy" Knutsson talks about Vollebak’s Shielding Suit, which blocks EM radiation, infrared and tracking for privacy.
Even Apple products are vulnerable to cybercriminals, and a new report suggests the owners of Mac products will have to be more vigilant this year.
An inflatable six-person tiny house from a firm called 2001 looks like a space station with its inflatable dome that is transportable and eco-friendly.
Scams cost Americans an estimated $159 billion every year and average about $3,500 in losses per victim. The CyberGuy has advice to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Zeekr and Waymo are joining forces for the world's first mass-produced autonomous vehicle, combining an electric vehicle with self-driving technology.
A humanoid robot training center has opened in Shanghai, a big step in China's efforts to become a global leader in robotics and artificial intelligence.
Security experts have discovered that hackers are targeting apps on the App Store to spread malware that steals information from saved screenshots.
A new luxury SUV combines military-inspired design and high-end luxury transportation and includes two military-grade gas masks to protect against chemical warfare.
80% of stalking victims are tracked using tech. GPS trackers, like AirTags, are among the most popular ways to do it. Here's how to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how to protect yourself against artificial intelligence-fueled romance scams, which have become the most common type of fraud in 2025.
Kurt "CyberGuy" Knutsson explains the steps to declutter text messages on a Mac or iPad. Apple offers ways to do this more efficiently.
Here's how to take control of the algorithms on Facebook, YouTube, Instagram and TikTok if your social media feeds aren't showing you content you want to see.
Beware of iCloud scams using urgent messages. Tech expert Kurt “CyberGuy" Knutsson helps you spot the red flags to protect yourself.
Travel abroad worry-free with these top translation apps for travelers. Tech expert Kurt “CyberGuy" Knutsson highlights some favorites.
The European Space Agency's Euclid space telescope was going through preliminary tests in September 2023 when it captured images of an Einstein Ring in a nearby galaxy.
Tech expert Kurt “CyberGuy" Knutsson says hackers are using Microsoft Teams for phishing, vishing and quishing via social engineering.
Red light camera tickets: Not liable to ID the driver; some are fishing expeditions. Tech expert Kurt “CyberGuy" Knutsson helps you fight back against tricky fake tickets.
The apps collecting the most data about you are among the most widely used. Kurt the CyberGuy takes a look at 20 of these apps and how you can protect personal information.
AST SpaceMobile of Texas is developing the world's first global cellular broadband network that can connect directly to your smartphone without special equipment.

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While... Read More

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Meet The Media

Although media relations is not all there is to PR,... Read More

Are You Newsworthy?

Non-news professionals often have a hard time understanding why their... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

Managerial Survival Key

For business, non-profit or association managers like yourself, survival pretty... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

Media Exposure Validates And Legitimizes Your Business

Although repetition is extremely important, there are times when advertising... Read More

Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and... Read More

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

A PR Surprise for Managers

For those business, non-profit and association managers committed to PR... Read More

taxi from O'Hare Portage ..