How much does PR cost in Australia?
Published figures, what drives them and how to compare quotes. Reviewed 3 October 2026.
Reviewed 3 October 2026
The short answer
Published guidance puts hourly rates between $100 and $350 and above, small monthly retainers from about $2,000 to $10,000 and above, and one-off projects from $5,000 to $50,000 and above. Large networks and campaigns cost more. Most agencies do not publish fees, so the only real number is a written quote.
Hourly rate
Adoni Media guide, 2023
$150 to $350+
Clutch Australia listings
$100 to $300+
Monthly retainer
Adoni Media guide, 2023
$2,000 to $10,000+
PRIA average, 2014 (historical)
$12,461
One-off project
Adoni Media guide, 2023
$5,000 to $50,000+
Three ways agencies charge
Hourly
Good for advice, media training and one-off tasks. Ask for a cap or an estimate, because open-ended hours are hard to budget.
Monthly retainer
The usual model for ongoing media relations. A retainer buys a team's time, not coverage. Ask what hours, which deliverables and which reporting it includes.
Project fee
Best for a launch, an event or a defined audit. The scope should name what is included, what is not and how changes are priced.
What moves the price
- Seniority of the people on your account, and how many hours they give you.
- Scope: media relations only, or also content, social, events and reporting.
- Sector. Regulated and technical fields take more preparation.
- Agency type. Global networks charge for scale. Boutiques and independents often charge less for narrower work.
What is often extra
- Media monitoring and reporting tools.
- Paid amplification, events, photography and video.
- Travel, spokesperson training and crisis call-outs.
How to compare quotes
- Ask every agency to quote the same brief, in writing.
- Compare deliverables and hours, not headline fees.
- Ask which results are earned, owned or paid.
- Check the exit terms and the notice period.
A note on the numbers
The figures above are published guidance from different years and sources, and they are not quotes. The PRIA average retainer is from 2014 and is shown only as history. For a view of the field, see the full list of agencies, or the small business field if budget is tight.
Cost questions
How much does a PR agent cost in Australia?
Adoni Media's 2023 guide cites hourly rates of $150 to $350 and above, retainers of $2,000 to $10,000 and above, and projects of $5,000 to $50,000 and above. Clutch listings show hourly bands of $100 to $300 and above. Treat these as guidance, not quotes.
Why do most agencies not publish prices?
Scope varies widely, so many agencies quote after a conversation. A web study of 20 Sydney agencies found none that publish fees. Ask for a written scope with deliverables, hours and what is excluded.
Is a retainer or a project fee better?
A project fee suits a launch or a defined piece of work. A retainer suits ongoing media relations, where results compound. Whichever you choose, tie it to named deliverables and a review date.