Investing in Public Relations (PR) for business growth.

I’m getting straight to the point this week. I’ve spoken to a few people (members and non-members) around PR, how it can help a business and what is an actual ROI.

What is the Return on Investment (ROI) in PR?

Public Relations (PR) is often seen as an intangible asset, but when done right, it can deliver a significant return on investment (ROI). Unlike paid advertising, PR focuses on building credibility, brand awareness, and trust with your audience over time.

💸 ROI in PR is measured by increased brand recognition, media placements, improved reputation, and ultimately business growth. However, it’s important to understand that PR is a long-term strategy—it doesn’t deliver instant results, and there’re no guarantees when working with professionals or agencies.

DIY PR: understanding the process and it’s benefits

For you (business owners) who want to manage your own PR, there are key benefits to understanding the process:

1. Cost savings – Handling PR in-house reduces the need for hiring an external agency or freelancer, making it a more budget-friendly option.

2. Direct control – You have complete control over messaging, outreach and media relationships.

3. Stronger understanding of your brand – Managing PR yourself forces you to refine your brand story, messaging, and target audience. At the end of the day, you should know your brand better than anyone else.

4. Long-term skill development – Learning how to pitch to journalists, write press releases and build media connections can be invaluable.

However, DIY PR requires time, effort and a strong understanding of storytelling, copywriting, and media outreach. It can take months (or even years) to build relationships with journalists and secure consistent media coverage. But, if you manage to achieve it’s a great feeling.

So, let’s talk about the realities of hiring a PR professional or agency: costs and ROI

If you choose to work with an experienced PR professional or agency, you’re investing in expertise, industry contacts and established relationships with the media.

Here’s what you need to know:

Typical costs of PR services:

• Freelance PR Consultants: £1,500 – £5,000 per month (depending on experience and services)

• Small PR Agencies: £3,000 – £7,500 per month

• Mid-to-Large Agencies: £10,000 – £50,000+ per month (depending on the scope and size of campaigns)

• One-Off Projects or Press Releases: £500 – £2,500 per release

What ROI should you expect? Unlike paid advertising, PR results are not always immediately quantifiable.

However, the ROI should be measured through:

• Increased media coverage and brand exposure

• Higher website traffic from earned media mentions

• More social proof and credibility in your industry

• Strengthened relationships with journalists and media outlets

• Business growth through increased trust and consumer confidence

Why PR is a long-term investment

PR is not a quick win or a short-term campaign—it’s an ongoing process that requires consistency. Even with a skilled PR agency or freelancer, there are no guarantees of media placements, viral stories or instant success.

A reputable PR professional should:

• Be upfront about what is achievable without overpromising

• Leverage their media contacts and relationships effectively

• Understand your business inside-out to craft compelling stories

• Possess strong storytelling and copywriting skills

• Offer strategic guidance on how to position your brand

If a PR agency or freelancer guarantees results or promises specific media coverage, be cautious. PR relies heavily on relationships, timing, and the news cycle—things that cannot be 100% controlled.

The bottom line

Investing in PR, whether through a DIY approach or hiring professionals, is about building brand authority, trust and recognition over time. While it may not provide instant gratification like paid ads, the long-term benefits are invaluable. The key is to set realistic expectations, understand that PR success is based on relationships and storytelling, and commit to a strategy that aligns with your business goals.

If you’re considering working with a PR professional, ensure they have a track record of success, clear industry knowledge and established media connections.

PR is and should be an investment, not an expense—when done right, it can be a game-changer for your brand.

To get started on your PR journey with us, you can sign up to PR Sauce for £30.00 per month.