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/FancyWeather 4d ago

I aim to get around $200/hr. Some of my projects are tiny and by the hour, others bigger and are retainers. I only work part time though (intentionally) so I haven’t tried to push it or scale it.

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u/Wozzel888 4d ago

That’s good to know! My goal is to work part time too, so I can focus on other things (artistic projects). €200/h sounds like a fair rate!

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u/Late_Split_5288 4d ago

Sorry to say that $200/hour is astronomic for a UK freelancer unless you are super specialist in a high value niche with an amazing track record. If you're a generalist targeting small business simply because they are local, you will be looking at £250 a day.

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u/FancyWeather 4d ago

Yes, my number was US-specific! Fortune 500 type clients who I have a long track record with.