How to budget for PR as a start-up

Most founders ask what PR costs before they ask what it needs to achieve. Start with the second question and the budget becomes much easier to set.

As a guide, UK agency retainers for start-ups typically run from £2,000 to £8,000 a month, and a full-time director of communications costs far more once salary and employer costs are included. Below is how the main options compare, what drives the price and how to get real value from your budget.

What each option typically costs in the UK

These are typical published ranges for 2026, excluding VAT. Every engagement is quoted on its own scope.

  • Typical cost: From around £1,200 to £2,400 to write a single press release.

  • What you get: A specific piece of work, such as a launch or announcement.

One-off project

  • Typical cost: Varies widely, from media relations support to senior strategic advice at a much higher day rate.

  • What you get: Flexible, hands-on support, booked by the day or project.

Freelance PR consultant

  • Typical cost: £2,000 to £8,000 a month for most start-ups, and £8,000 to £15,000 for larger campaigns, excluding operating costs.

  • What you get: A team delivering ongoing media activity, usually with a minimum term.

PR agency retainer

Fractional communications director

  • Typical cost: A set number of senior days each month, typically 1 to 3 days per week (or 4 to 12 days per month), depending on the client needs, so well below that of a full time hire.

  • What you get: Strategy and leadership, plus hands-on delivery, without the costs associated with a full-time hire.

Full-time director of communications

  • Typical cost: Around £79,000 average base salary (typically £47,000 to £123,000), plus recruitment fees, benefits packages and taxes.

  • What you get: One senior person full time.

US campaigns usually cost more than UK ones. The media market is larger and more spread out, and the work runs across time zones.

Figures based on published UK industry guides and salary data, 2026.

    • Seniority: senior strategic advice costs more per day, but often needs fewer days

    • Scope: strategy, media relations, founder profile, content and events each add time

    • Markets: a UK-only campaign costs less than one covering the UK and US

    • Media ambition: trade and start-up press take less time than national or broadcast coverage

    • Timescale: a one-off launch costs less than ongoing support, but builds less long-term profile

    • Extras: photography, media databases, wire distribution and events are usually charged separately

    It's worth remembering that a retainer buys time, not guaranteed coverage. Ask any agency or consultant how many days your fee covers and who will be doing the work.

    1. Start with strategy. A clear story and plan makes every pound spent on media work harder, and stops you paying for activity that goes nowhere.

    2. Focus on the moments that matter. Put budget behind a launch, a fundraise or a new market, rather than spreading it thinly across the year.

    3. Use the founder. A strong founder profile on LinkedIn and in the press costs little beyond time and builds credibility that brand announcements alone can't.

    4. Buy senior time, then add delivery. A senior strategist can set direction for a few days a month and brief freelancers or an agency only when you need more hands.

    5. Agree what success looks like. Set clear goals at the start, such as target outlets, investor visibility or leads, so you can judge whether the spend is working.

  • The cheapest option is rarely the best value. A senior strategist charges more per day, but sets the right direction from the start, needs far fewer days and avoids spending money on activity that doesn't move the business forward.

    I work with founders as a fractional PR and communications director, on a retainer or project basis, across the UK and US. Every engagement starts with a conversation about what you need to achieve, so the scope fits your stage and goals.

    Planning your PR budget? Get in touch and we'll talk through what would make the biggest difference.

Written by Sophie Parker, fractional communications and PR director with more than 20 years' experience. Last updated November 2026