A PR firm in 2026 typically costs $3,500 to $90,000+ per month on retainer. Mid-market engagements run $10,000–$25,000. The new line item: AI Communications — GEO retainers and AI Visibility audits across ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.
Structure PR engagements correctly, and everything else — cost, outcomes, and relationship quality — becomes easier to manage. Get it wrong, and even good agencies underperform. PR agencies and consultants work on one of two engagement structures — monthly retainer or project-based. The choice affects cost, outcomes, relationship quality, and the kind of work the […]
The agency-client negotiation playbook for 2026: how to handle procurement, defend retainers, price for AI Communications outcomes, and counter the six procurement tactics that compress fees.