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In today’s competitive business landscape, we’re seeing an alarming trend: agencies offering cheap PR by slashing prices to rock-bottom levels, some even offering services for free before charging. In the 7 years (as of writing) that we have operated as a boutique PR agency focused on quality results, I understand the temptation to follow suit. But here’s the thing: when it comes to PR, you truly get what you pay for.
The PR industry is facing a crisis of differentiation. Many business owners cannot differentiate between PR & advertising and understandably don’t want to spend exorbitant amounts on traditional PR methods with minimal returns. This knowledge gap creates an environment where price becomes the deciding factor — a dangerous precedent for both agencies and clients.
Why Cheap PR Fails: The Hidden Costs
1. PR Isn’t Just Mass Emailing
Many discount PR services operate on a volume-based approach: blast out hundreds of generic pitches and hope something sticks. But effective PR requires a methodical approach of studying who these editors and journalists are and knowing what they truly want in a story.
This personalised approach is tedious and is work that simply cannot be done properly at bargain-basement prices.
2. Not Every Business is Ready for PR
A critical step that budget PR firms skip is assessing whether your business is actually PR-ready.
Before any outreach begins, we need to evaluate whether your business is ready for PR. When agencies skip this crucial step to onboard as many clients as possible, they set their accounts up for disappointment and wasted resources.
3. Compelling Stories Require Strategic Thinking
You must get this: Creating a pitch that gets attention cannot be promotional.
A good pitch compels editors and journalists to find out more about your story while avoiding self-promotion that will get you redirected to the advertising department. Crafting these stories requires asking tough questions: “What differentiates my business from others? How is it transforming industries or saving lives or making people’s jobs easier?”
This strategic work simply cannot be done effectively on a shoestring budget.
The Real Value of Strategic and Purposeful PR
1. Targeted Approach Over Mass Outreach
If your business operates in a crowded market, scoring below 45 on our PR-readiness assessment doesn’t mean PR is impossible — it means you need a more strategic approach. The solution isn’t cheaper PR; it’s smarter PR that helps you be a bit more specific and look at certain trade media.
For example, a PR consultancy might focus on marketing publications or startup-focused media rather than competing for attention in general business news.
2. Thought Leadership Over Self-Promotion
Quality PR goes beyond getting your company name in headlines. It’s about establishing authority through sharing insights or perspectives on thought leadership in the industry and showing data insights to the media for added value.
This approach positions you as an industry leader rather than just another company buying publicity — a distinction that budget PR services rarely achieve.
3. Persistence and Relationship Building
Effective PR requires reaching out to different editors and journalists over and over again with the understanding that these people may not always reply to you. It’s about connecting and building relationships with them over time.
This persistence is a crucial part of the PR machine that requires all relevant gears to fit nicely for it to function properly — a component that breaks down when corners are cut on price.
Setting Realistic Expectations
One reason prospects gravitate toward cheap PR is unrealistic expectations about results. It is so important to understand that there is no guarantee that PR will bring a definite spike in sales or new customers.
Quality PR agencies set proper expectations and focus on building long-term reputation rather than promising overnight success at bargain prices, which brings me to the next point.
How to Choose the Right PR Partner
When evaluating PR agencies in this price-competitive environment, look beyond cost to these factors:
- Assessment Process: Do they evaluate whether your business is truly PR-ready?
- Industry Knowledge: Do they understand your specific market and have relationships with relevant media?
- Strategic Approach: Do they create customized pitches or use templates?
- Thought Leadership Focus: Do they help position you as an expert rather than just promoting your products?
- Transparency: Are they clear about what PR can and cannot achieve?
Investing in Results, Not Services
The PR price war is ultimately a distraction from what matters: results.
When agencies offer services at unsustainably low prices, they’re forced to cut corners on the very activities that drive success — strategic planning, relationship building, and customized storytelling.
A successful PR campaign functions like a machine — all gears have to work. When you choose a PR partner based primarily on price, you’re essentially removing essential gears from that machine.
Instead of asking “How cheap can I get PR services?” ask “What PR approach will deliver the best return on my investment?” The answer rarely lies with the agency offering the lowest price or free trials.
Quality PR isn’t cheap, but effective PR is always worth the investment. In the long run, the right PR partner doesn’t cost you money — they help you make it through enhanced credibility, stronger positioning, and meaningful media relationships that drive business growth.
