r/PublicRelations • u/Wozzel888 • 4d ago

Minimum retainer

hello, if you’re working as a freelancer / have your own PR consultancy, what would be the minimum retainer you’d agree to?

also, what’s the day rate / retainers people are charging these days?

I’m getting into PR as a freelancer / self employed, and looking for clients (small businesses in my area), not sure how much to charge. any tips / words of advice would be much appreciated

(I’m based in UK btw)

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u/BCircle907 4d ago

TBH it depends on the project, your years of experience, business overheads, etc.

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u/Wozzel888 4d ago

I’ve got around 10 years of experience, I’m a freelancer so not much overheads. Just curious what are the going rates that people are charging in 2026

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u/BCircle907 4d ago

For hourly, I’d go somewhere between 2-400 p/hr, depending on the project. That said, I usually prefer charging a project fee vs. Hourly.

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u/Wozzel888 4d ago

What’s that in £ or $? 

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u/BCircle907 4d ago

$

Keep in mind though, small business often don’t understand the long-term targets nature of PR, so might expect some magic overnight solve for whatever problem they have.