How much your company should spend on PR

You’re thinking about hiring a PR firm.

You’ve probably evaluated the costs and benefits of bringing in a PR agency to build your messaging and tell your story, instead of hiring someone to do the work.

When you think about it, it’s rent versus buy.

Just like renting or buying a home or car, there are costs and benefits to consider. Do you like moving into a cool new neighborhood every couple of years? Or would you prefer the stability of an asset whose value grows? Do you like having the newest wheels on the street? Or are you the type who enjoys life without a monthly car payment?

The same applies when hiring PR resources.

Companies often call employees their most important asset—a misnomer, as it implies the company owns those individuals. However, companies make investments in their people in time, training, resources and money—just like an asset. Depending on the staff you hire, that investment can run $5,000 to $10,000 a month or more.

In return for that investment, you expect the people you hire to be committed to your organization – learning, understanding, and in the case of a PR professional, advocating for your company or your cause.