A public relations agency costs between €1,500 and €25,000 per month in France, £2,000 to £30,000+ in the UK, and $2,000 to $90,000+ in the United States, depending on its size and the seniority of the team. The ranges overlap for specialized agencies; the gap widens for mid-sized and large agencies, where British and American budgets are higher. This guide compares the three markets and estimates the budget for a launch in France for an American or British company.

Last updated: October 2026.

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The cost of a PR agency in France, the UK, and the US at a glance

Monthly retainers follow the same logic in all three markets: you are paying for senior time, not a specific number of articles. The table compares the ranges published by agency tier. The amounts remain in their original currency, excluding VAT or local taxes: convert at the current exchange rate before comparing.

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The sources are not equivalent, and none are representative surveys. The French ranges come from the Linker guide on PR costs. The British ranges come from Whito's "PR and Press Release Costs UK 2026," compiled in June 2026 from British agency rate cards. The American ranges are Everything-PR's 2026 estimates, updated in October 2026. Few agencies publish their rates in any of the three countries.

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Why PR prices differ between France, the UK, and the US

The price of public relations follows the cost of senior consultants and the size of the media landscape to be covered.

• Media concentration. France concentrates its press in one city: the 2026 Social Barometer from the Assises du Journalisme recorded 34,029 press cards in 2025, with 54.38% based in the Île-de-France region. A Parisian agency can cover most national newsrooms from a single location. An American agency often has to work New York, San Francisco, and the trade press simultaneously.
• Rising hourly rates in the United States. The PR Council's 2025 US Labor Billing Rate Report, based on over 18,000 rates from 152 member agency offices, shows an average increase in billing rates of 7% since 2023.
• The London premium. In the UK, Whito places London-based and specialized agencies in a separate tier, ranging from £15,000 to £30,000+ per month.
• Language. In France, pitches and press releases must be written in French. An agency that writes in French avoids the cost and risk of translation.

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What a monthly PR retainer actually buys

A retainer buys time. Whito puts it bluntly for the UK: retainers "buy time, not deliverables." This is also true in France and the United States.

Hourly rates provide an idea of what that time costs. The 2026 Clutch PR Pricing Guide places most PR services in the US between $100 and $149 per hour. At that rate, a $10,000 monthly retainer buys approximately 67 to 100 hours of work, split between strategy, writing, pitching, interviews, and reporting.

Before comparing quotes, ask each agency three questions: how many hours does the retainer cover, who performs the work (senior or junior profiles), and what portion is allocated to media relations versus account management.

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What budget should you plan for launching an American or British company in France?

When a foreign company enters the French market, it generally chooses between a one-off announcement and a three-month launch program. The latter gives journalists time to get to know the company and its spokesperson.

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Two rules help determine the budget. First, plan for at least three months: for five published three-month PR assignments, Linker secured between 7 and 15 press clippings each, with a median of 10. Second, budget for each additional European market separately, as each requires its own copywriting and local press relations.

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Hidden costs to check before signing

Several costs are excluded from the flat fee across all three markets:

• Newswire distribution. Whito places distribution in the UK between £150 and £400 per press release. Everything-PR indicates approximately $850 at PR Newswire and $940 at Business Wire for a 400-word US national circuit, as of October 2026.
• Media databases. Whito places these between £200 and £500 per month in the UK.
• Translation and local copywriting. For France, verify that the agency writes directly in French rather than simply translating an English press release.
• Travel and events. Generally billed at cost, sometimes with management fees added.
• Multi-country coordination. Networks often add fees for the lead office that coordinates the local teams.

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Where does Linker fit in?

Linker is an independent PR and LinkedIn agency founded in Paris in 2022, with 15 consultants specializing in tech startups and scale-ups. It works in both French and English with foreign companies entering France and Europe. Its LinkedIn rates are public: €900 excl. tax per month for coaching and €3,000 excl. tax per month for ghostwriting, available in English. PR services are quoted based on the specific assignment.

Across its five published three-month PR assignments, Linker secured between 7 and 15 clippings, with a median of 10, and reports an average of 30 days to the first publication.

To prepare for a launch, see our page public relations agency, our guide forUS startups launching in France and our comparison of the best PR agencies in Europe for tech scale-ups.