What PR covers
- Press releases and pitching journalists.
- Launches and announcements.
- Founder and executive profile-building.
- Awards, speaking and events.
- Crisis and issues management.
- Internal and investor communications.
Professional bodies
- UK: the Chartered Institute of Public Relations (CIPR) and the PRCA.
- US: the Public Relations Society of America (PRSA).
- Global: the International Public Relations Association (IPRA).
Members agree to codes of conduct, which is a useful starting point when you compare agencies.
How to choose an agency
- Ask for recent coverage in the media your customers actually read.
- Check they have contacts in your sector and target countries.
- Agree what success looks like: coverage, share of voice, leads or reputation measures.
- Be wary of guaranteed coverage. Journalists decide what they publish.
- Clarify notice periods and who works on your account day to day.
What affects the cost
Scope, the number of markets and languages, seniority of the team, and whether events, media training or monitoring tools are included. Most agencies work on monthly retainers; launches and crisis work may be priced as projects.
Last updated: 16 October 2026
