How much does digital PR cost?
Digital PR pricing varies widely because the work varies widely. A single expert commentary programme and a multi-market data campaign with an interactive tool are both “digital PR”, but they are very different jobs.
Rather than quote numbers that may not fit your situation, this guide explains the pricing models you will see, what drives cost behind them, how to compare proposals fairly and which questions to ask before signing.
Key takeaways
- Retainers buy ongoing capacity; campaign fees buy a defined project.
- Pay-per-link models trade flexibility for predictability and need careful quality checks.
- Research, markets and creative assets are the biggest cost drivers.
- Compare proposals on scope, not headline price.
Common pricing models
- Monthly retainer: an agreed scope of ongoing work each month.
- Campaign fee: a fixed price for one campaign from idea to report.
- Pay per link: a price per placement or link achieved.
- Hybrid: a lower retainer plus performance-based elements.
None is automatically better. Retainers suit ongoing programmes, campaign fees suit testing PR or one big moment, and pay-per-link suits teams that need predictable volume and are willing to check quality closely.
What drives the cost
- Research: commissioned surveys or data analysis
- Number of markets and languages
- Creative assets: tools, design and interactive content
- Seniority of the team running your account
- Reporting depth and frequency
Two proposals at very different prices often differ mainly in research and assets. A campaign built on a commissioned survey costs more than one built on public data, and usually produces a stronger story.
Comparing proposals fairly
Line proposals up by what they include: research, assets, number of journalists pitched, reporting and contract length. A cheaper proposal that skips research or reporting is not a like-for-like comparison, and a pay-per-link price means little until you know which sites count.
What a fair proposal shows
- Exactly what is included each month or campaign
- Research and asset costs, listed separately
- The number of journalists or outlets targeted
- How results are measured and reported
- Contract length and how to exit
A worked example
An illustrative comparison of three proposals for the same brand: Proposal A is the cheapest, priced per link, with no site list. Proposal B is a mid-priced retainer covering commentary and reclamation but no research. Proposal C costs the most, includes a commissioned survey, two campaigns a year, commentary and monthly reporting with URLs. Which is best depends on the goal: B suits steady visibility on a budget, C suits national coverage and authority, and A needs serious quality checks before it is comparable at all.
Getting more value from any budget
Provide data and experts the agency can use, approve quickly and focus on a few priority pages. Agencies spend less time on admin when briefs are clear and decisions are fast, which means more of your budget goes into stories and outreach.
Hidden costs to ask about
- Survey panel or data costs
- Design and development for interactive assets
- Publisher fees on placed links
- Translation and multi-market outreach
- Media database or monitoring tool fees passed on
None of these are wrong to charge. They should simply be visible before you sign.
Questions to ask about pricing
- What happens if a campaign underperforms?
- Are publisher fees included or extra?
- Which costs change with volume?
- Can we pause or adjust scope monthly?
- What does a typical first quarter cost in total?
At Crackify every proposal is costed for your goals, with the price and what drives it shown before anything starts, and no long lock-in contracts.
Frequently asked questions
Does Crackify publish prices?
Every proposal is costed for your goals. You see the price and what drives it before anything starts.
Can we start without a long contract?
Yes. Campaigns and audits are fixed scope, and retainers run month to month after an agreed first period.
Is pay-per-link cheaper?
Not always. Check site quality before comparing prices.
Why do agency prices vary so much?
Scope, seniority, research and markets differ widely between proposals.
Is the cheapest proposal ever the best?
Sometimes, if quality and scope truly match. Compare line by line.