Top Public Relations Firms
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Featured
What are Featured Providers?
$5,000+$150 - $199 / hr10 - 49Orlando, FLServices provided
See all 10 projectsUproar by Moburst is a premier Public Relations firm specializing in Media Relations, Communications, and Corporate Communications. Across all reviews, 100% of clients highlight their responsiveness, strategic PR execution, and ability to deliver measurable outcomes, such as increased media coverage and brand awareness. Clients praise their professional service, with no notable areas for improvement mentioned.
$10,000+$150 - $199 / hr10 - 49New York, NYServices provided
See all 9 projectsChannel V Media is a premier public relations firm specializing in Corporate Communications, Media Relations, and Publicity. They are renowned for elevating brand reputation, increasing media coverage by up to 400%, particularly in high-value outlets, and securing over 100 articles annually for various clients. With a focus on strategic storytelling and consistent execution, 100% of reviews highlight their ability to exceed expectations, foster thought leadership, and create significant brand awareness globally.
$5,000+$100 - $149 / hr10 - 49St. Petersburg, FLServices provided
See all 310 projectsOtter Public Relations is a communications firm specializing in media relations, public media relations, and enhancing brand reputation. Across reviews, 100% of clients highlight their efficiency and professionalism, with an impressive 90% noting exceptional project management and timely delivery. The firm consistently demonstrates strong alignment with client values and strategic SEO impact, making it a valued partner for increasing online visibility and credibility.
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UndisclosedUndisclosed2 - 9
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Established in 2001, PremiumPR is a PR agency. The team focuses on Public Relations.
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UndisclosedUndisclosed2 - 9București, Romania
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Public relations firm V+O Communication was established in 2006. The firm provides Public Relations.
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Featured
What are Featured Providers?
$5,000+$150 - $199 / hr50 - 249Chicago, ILServices provided
See all 22 projectsInterdependence is a prominent PR and communications agency with expertise in media relations, public affairs, and corporate communications. They consistently receive positive feedback, with approximately 100% of clients praising their professionalism and strategic media insights. Common themes in reviews include their ability to secure high-profile media placements, deliver timely results, and align with client values, showcasing their commitment to enhancing brand reputation and visibility.
$5,000+$150 - $199 / hr10 - 49Scottsdale, AZServices provided
See all 26 projects10 to 1 Public Relations is a comprehensive communications agency specializing in PR, media relations, and corporate communications. The firm consistently receives positive feedback, with over 90% of reviewers praising their timely delivery, effective media coverage, and brand reputation enhancement. Clients commend their thoroughness, strategic crisis management, and ability to secure significant media exposure. Their customer service and commitment to client goals are frequently highlighted as key strengths.
$10,000+$150 - $199 / hr10 - 49Lewisville, TXServices provided
See all 48 projectsIdea Grove is a Public Relations agency specializing in media relations, corporate communications, and brand reputation. Across reviews, 100% of clients highlight their effective project management and ability to elevate brand awareness and media coverage. The agency's strength is in blending PR with SEO strategies to drive measurable results, as noted by 80% of reviewers.
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UndisclosedUndisclosed10 - 49Kyiv, Ukraine
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Publicity Creating is a small PR firm in Kyiv, Ukraine. Their services include Public Relations.
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UndisclosedUndisclosed2 - 9Gangnam-gu, South Korea
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Saltcom, a small public relations company, is headquartered in Gangnam-gu, South Korea. The team specializes in Public Relations.
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UndisclosedUndisclosed10 - 49Kyiv, Ukraine
Services provided
Studio PIAR is a public relations firm founded in 2008. The small team focuses on Public Relations and Advertising.
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UndisclosedUndisclosed50 - 249Boiarka, Ukraine
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Established in 2015, Be—it Agency is a midsize Boiarka, Ukraine-based public relations agency. Their team specializes in Public Relations.
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UndisclosedUndisclosed2 - 9Zürich, Switzerland
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Lemongrass Communication is a public relations company. Their team is located in Zürich, Switzerland and specializes in Public Relations.
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Featured
What are Featured Providers?
$10,000+$300+ / hr2 - 9Austin, TXServices provided
See all 15 projectsDISRUPT PR is a dynamic Public Relations firm specializing in Media Relations, Public Communications, and Brand Reputation enhancement. The company consistently receives positive feedback, with 100% of reviews highlighting their strategic communication skills and timely project delivery. Clients commend their ability to secure significant media coverage and their professional, responsive approach to project management.
$10,000+$150 - $199 / hr10 - 49Newport Beach, CAServices provided
See all 5 projectsGateway Group is a Public Relations firm specializing in Investor Relations, Media Outreach, and Communications strategies. The company excels in enhancing brand reputation and public media relations, with 100% customer satisfaction highlighted across all reviews. Clients consistently praise Gateway Group's strategic execution, reliable project management, and impactful media coverage and investor communications, contributing to their clients' business growth and visibility.
$5,000+$50 - $99 / hr10 - 49İstanbul, TürkiyeServices provided
See all 4 projectsWalther Kranz is a Public Relations agency specializing in media relations, corporate communications, and brand reputation for tech, Web3, gaming, and fintech industries. Across reviews, 100% of clients praised their strategic thinking and effective execution, with 20% highlighting their adeptness at using influencer networks to enhance media coverage. Clients consistently report impressive outcomes, noting their exceptional project management and cross-cultural team advantage.
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UndisclosedUndisclosed10 - 49
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PR company Open Up was launched in 2001. The small team provides Public Relations.
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UndisclosedUndisclosed2 - 9
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PRconsulting is a PR company based in. They offer Public Relations and were founded in 2013.
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Featured
What are Featured Providers?
$5,000+$100 - $149 / hr10 - 49Leeds, EnglandServices provided
See all 18 projectsProhibition is a comprehensive PR agency offering services in media relations, public communications, and brand reputation management. With an impressive track record, 100% of reviews commend Prohibition's effective communication and project management skills. Clients highlight their innovative strategies and extensive media coverage, with one review noting 57 pieces of press coverage reaching over 120 million people. The agency is praised for its proactive approach and ability to meet deadlines consistently.
$5,000+$100 - $149 / hr10 - 49Amsterdam, NetherlandsServices provided
See all 18 projectsPRLab is a distinguished public relations firm renowned for its expertise in media relations, public communications, and brand reputation enhancement. With a 100% positive feedback rate, clients commend their strategic creativity, responsiveness, and professionalism. Approximately 80% of reviewers highlight their outstanding ability to align with company values and deliver within budget, while 60% appreciate their effectiveness in increasing media coverage and brand awareness.
$1,000+$300+ / hr10 - 49Agios Athanasios, CyprusServices provided
See all 58 projectsOBA PR is a comprehensive public relations firm specializing in media relations, corporate communications, and brand reputation enhancement. Feedback from their clients is overwhelmingly positive, with 100% expressing satisfaction, particularly praising their adaptability, strategic clarity, and excellent project management. Over 90% of reviewers highlighted their successful media coverage and ability to secure placements in top-tier publications.
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UndisclosedUndisclosed50 - 249
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PR firm LPM Comunicação was founded in 1986. The midsize team provides Public Relations.
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UndisclosedUndisclosed10 - 49
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Guess What is a PR firm. Headquartered in , their team provides Public Relations.
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Featured
What are Featured Providers?
$10,000+$100 - $149 / hr250 - 999New York, NYServices provided
See all 40 projects5WPR is a prominent Public Relations firm specializing in communications, media relations, and corporate communications, demonstrating expertise in various industries including health, beauty, and technology. The reviews indicate a strong positive sentiment, with approximately 90% of clients praising their strategic insight and effective media coverage. Reviewers frequently highlight 5WPR's impressive project management and ability to align with brand values, establishing them as a leading choice for brand reputation enhancement.
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UndisclosedUndisclosed10 - 49
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Progressive Cosmos is a public relations company. Established in 2000, the firm specializes in Public Relations.
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UndisclosedUndisclosed10 - 49
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BrilliantPR is a small PR firm. They focus on Public Relations and were established in 2005.
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UndisclosedUndisclosed2 - 9
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Public relations firm PRD Agency is located in. The team focuses on Public Relations.
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UndisclosedUndisclosed2 - 9
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Founded in 2010, Culture Works, a small PR firm, is in. Their services include Public Relations.
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UndisclosedUndisclosed2 - 9
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Støvring Woodward Communications is a PR firm. They are located in and have small team. Their services include Public Relations.
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UndisclosedUndisclosed2 - 9
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Coxit Public Relations, a PR company, provides Public Relations. The company is based in.
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UndisclosedUndisclosed50 - 249
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Midsize PR agency Geelmuyden Kiese, is in. Their services include Public Relations and Advertising.
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UndisclosedUndisclosed10 - 49Warszawa, Poland
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NBS Communications, a PR company, is in Warszawa, Poland. They offer Public Relations and Business Consulting.
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UndisclosedUndisclosed10 - 49
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PR firm WergelandApenes was launched in 2011. Based in , the team provides Public Relations.
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UndisclosedUndisclosed50 - 249
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JCP Nordic is an Advertising and public relations firm. They were founded in 1998, and their services include Advertising and Public Relations.
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UndisclosedUndisclosedFreelancer
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SagaSocial is a small PR agency. Launched in 2013, the team offers Public Relations.
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UndisclosedUndisclosed10 - 49
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Manifesto is a small PR firm launched in 2000. Their team provides Public Relations.
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UndisclosedUndisclosed10 - 49
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Public relations agency Drum Communications Inc is headquartered in. Their services include Public Relations.
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UndisclosedUndisclosed10 - 49Odesa, Ukraine
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Success Formula, a PR firm, is based in Odesa, Ukraine. The team focuses on Public Relations and Event Marketing.
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UndisclosedUndisclosed2 - 9Dar es Salaam, Tanzania
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LAS Consultancy is a PR company headquartered in Dar es Salaam, Tanzania. They focus on Public Relations and were launched in 2015.
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UndisclosedUndisclosed50 - 249New York, NY
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The Brandman Agency is a midsize New York, New York-based PR agency. The team specializes in Public Relations and Digital Strategy.
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UndisclosedUndisclosed10 - 49New York, NY
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Established in 2012, KARV Communications is a PR company. The team offers Public Relations and Marketing Strategy and is based in New York, New York.
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UndisclosedUndisclosed50 - 249Los Angeles, CA
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Murphy O'Brien is a public relations company. Launched in 1989, the firm is in Los Angeles, California. Their team provides Public Relations and Social Media Marketing.
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UndisclosedUndisclosed250 - 999New York, NY
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M Booth, a PR company, was established in 1984. The company offers Public Relations and Digital Strategy.
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UndisclosedUndisclosed50 - 249New York, NY
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Launched in 2000, Joele Frank is a public relations company. The team focuses on Public Relations and Marketing Strategy and is based in New York, New York.
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UndisclosedUndisclosed50 - 249New York, NY
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Chandler Chicco Agency, a public relations company, was established in 1995. The team offers Public Relations and Digital Strategy.
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UndisclosedUndisclosed2 - 9San José, Costa Rica
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Small PR firm Interamericana de Comunicación, is in San José, Costa Rica. The team offers Public Relations.
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UndisclosedUndisclosed2 - 9San José, Costa Rica
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In San José, Costa Rica, Eureka Comunicacion is a small PR company. The team focuses on Public Relations.
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UndisclosedUndisclosed10 - 49San Pedro, Costa Rica
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En Comunicacion is a PR company. The team focuses on Public Relations and is based in San Pedro, Costa Rica.
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UndisclosedUndisclosed10 - 49New York, NY
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Berk Communications is a public relations company. In New York, New York, the firm was founded in 1999. Their team specializes in Public Relations and Branding.
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UndisclosedUndisclosed10 - 49New York, NY
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Launched in 2002, Affect is a PR firm. Their services include Public Relations and Marketing Strategy.
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UndisclosedUndisclosed10 - 49New York, NY
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Bella Public Relations, Inc. Is a public relations firm. The agency is in New York, New York. Their services include Public Relations and Social Media Marketing.
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UndisclosedUndisclosed10 - 49New York, NY
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Established in 1993, Chamberlain Healthcare Public Relations is a small public relations agency. Their services include Public Relations and Marketing Strategy.
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UndisclosedUndisclosed10 - 49New York, NY
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Headquartered in New York, New York, George Arzt Communications, Inc. Is a PR company. Established in 1995, the team offers Public Relations and Social Media Marketing.
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UndisclosedUndisclosed10 - 49San Pedro, Costa Rica
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ICC Asesores is a public relations agency launched in 2000. Their team offers Public Relations.
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UndisclosedUndisclosed2 - 9
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In San Jose, Costa Rica, Upgrade Comunicacion is a small public relations firm. The team offers Public Relations.
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UndisclosedUndisclosed10 - 49Nyack, NY
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Carolyn Izzo Integrated Communications. (CIIC), a public relations company, is based in Nyack, New York. They focus on Public Relations and Marketing Strategy.
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UndisclosedUndisclosed2 - 9San José, Costa Rica
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Proxima Comunicacion, a small PR company, is in San José, Costa Rica. Their services include Public Relations.
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UndisclosedUndisclosed50 - 249Phoenix, AZ
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Public Relations Global Network (PRGN) is a PR firm. Their midsize team is in Phoenix, Arizona. Their services include Public Relations and Social Media Marketing.
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UndisclosedUndisclosed2 - 9Ahmedabad, India
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TVM Communication is a PR firm. Their small team is headquartered in Ahmedabad, India and focuses on Public Relations and Market Research. The firm was launched in 2013.
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UndisclosedUndisclosed10 - 49Beverly Hills, CA
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Michele Marie Pr is a PR company. Located in Beverly Hills, California, the team specializes in Public Relations and Branding.
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UndisclosedUndisclosed250 - 999New York, NY
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BCW Global is a public relations agency based in New York, New York. Founded in 2018, the team focuses on Public Relations and Content Marketing.
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UndisclosedUndisclosed10 - 49Cairo, Egypt
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Publicist Inc, a PR company, is located in Cairo, Egypt. The team specializes in Public Relations.
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UndisclosedUndisclosed10 - 49
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Small public relations firm enRight Public Relations, is headquartered in Hyderabad, India. Their services include Public Relations.
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Get My MatchesWhy Trust Clutch
At Clutch, we believe trust is the foundation of every business relationship. Our mission is to help buyers make confident, data-backed decisions informed by real client experiences.
Every review on Clutch undergoes a rigorous, human-led verification process to make sure it’s valid. Our team of specialists confirms the identity of each reviewer, ensures the project is legitimate, and only publishes reviews that meet our strict criteria.
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We evaluate service providers using a structured methodology that combines:
- In-depth client interviews and ratings
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- Portfolio examples and industry recognition
This data powers tools like the Leaders Matrix, which helps you compare agencies directly. Our research team curates rankings by weighing verified reviews most heavily, so the most trusted and experienced providers rise to the top.
Using this unique combination of verified client feedback and provider-supplied insights, Clutch distills the most important details into clear, digestible summaries so you have everything you need to make confident, informed decisions quickly.
We take fraud seriously. Providers who violate our guidelines may face lower rankings, restricted visibility, or removal from the platform altogether.
Clutch’s commitment to transparency is ongoing. We’re constantly refining our systems to protect the integrity of reviews and support you in finding the right agency.
List of the Best Public Relations Agencies
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$10,000+$150 - $199 / hr10 - 49Lewisville, TX
Ability to deliver
39.7/40.019.8/20 Reviews10/10 Clients & Experience9.9/10 Market PresenceService focus
70% Public Relations30% Other -
$25,000+$200 - $300 / hr250 - 999Washington, DC
Ability to deliver
39.7/40.019.8/20 Reviews10/10 Clients & Experience9.9/10 Market PresenceService focus
40% Public Relations60% Other -
$5,000+$100 - $149 / hr10 - 49St. Petersburg, FL
Ability to deliver
39.2/40.020/20 Reviews10/10 Clients & Experience9.2/10 Market PresenceService focus
100% Public Relations -
$1,000+$300+ / hr10 - 49Agios Athanasios, Cyprus
Ability to deliver
37.9/40.019.2/20 Reviews9.3/10 Clients & Experience9.3/10 Market PresenceService focus
80% Public Relations20% Other -
$5,000+$150 - $199 / hr50 - 249Chicago, IL
Ability to deliver
37.8/40.019.8/20 Reviews8.4/10 Clients & Experience9.6/10 Market PresenceService focus
100% Public Relations -
$5,000+Undisclosed2 - 9Uster, Switzerland
Ability to deliver
37.7/40.018/20 Reviews10/10 Clients & Experience9.7/10 Market PresenceService focus
100% Public Relations -
$10,000+$300+ / hr2 - 9Toronto, Canada
Ability to deliver
37.5/40.018.2/20 Reviews10/10 Clients & Experience9.3/10 Market PresenceService focus
100% Public Relations -
$1,000+$100 - $149 / hr50 - 249Sarasota, FL
Ability to deliver
37.2/40.017.4/20 Reviews10/10 Clients & Experience9.8/10 Market PresenceService focus
65% Public Relations35% Other -
$5,000+$150 - $199 / hr10 - 49Scottsdale, AZ
Ability to deliver
36.9/40.017.8/20 Reviews9.7/10 Clients & Experience9.5/10 Market PresenceService focus
80% Public Relations20% Other -
$5,000+$100 - $149 / hr10 - 49Amsterdam, Netherlands
Ability to deliver
36.7/40.017/20 Reviews10/10 Clients & Experience9.7/10 Market PresenceService focus
100% Public Relations -
$5,000+$150 - $199 / hr10 - 49Los Angeles, CA
Ability to deliver
36.6/40.018/20 Reviews10/10 Clients & Experience8.6/10 Market PresenceService focus
60% Public Relations40% Other -
$5,000+$100 - $149 / hr2 - 9Calgary, Canada
Ability to deliver
36.6/40.018/20 Reviews10/10 Clients & Experience8.6/10 Market PresenceService focus
100% Public Relations -
$10,000+$150 - $199 / hr10 - 49New York, NY
Ability to deliver
36.4/40.017.2/20 Reviews10/10 Clients & Experience9.2/10 Market PresenceService focus
60% Public Relations40% Other -
$1,000+$100 - $149 / hr10 - 49Philadelphia, PA
Ability to deliver
36.3/40.017/20 Reviews10/10 Clients & Experience9.3/10 Market PresenceService focus
60% Public Relations40% Other -
$10,000+$100 - $149 / hr250 - 999New York, NY
Ability to deliver
36.2/40.018.2/20 Reviews8.1/10 Clients & Experience10/10 Market PresenceService focus
60% Public Relations40% Other -
$5,000+$150 - $199 / hr2 - 9Vancouver, Canada
Ability to deliver
36.1/40.017.2/20 Reviews9.4/10 Clients & Experience9.5/10 Market PresenceService focus
90% Public Relations10% Other -
$10,000+Undisclosed10 - 49Fort Lauderdale, FL
Ability to deliver
35.9/40.016.8/20 Reviews9.2/10 Clients & Experience9.9/10 Market PresenceService focus
70% Public Relations30% Other -
$10,000+Undisclosed10 - 49Houston, TX
Ability to deliver
36.2/40.016.6/20 Reviews9.8/10 Clients & Experience9.8/10 Market PresenceService focus
55% Public Relations45% Other -
$10,000+$100 - $149 / hr10 - 49Toronto, Canada
Ability to deliver
35.2/40.016.6/20 Reviews9.5/10 Clients & Experience9.2/10 Market PresenceService focus
100% Public Relations -
$10,000+$200 - $300 / hr10 - 49
Ability to deliver
36.9/40.019.4/20 Reviews10/10 Clients & Experience7.5/10 Market PresenceService focus
45% Public Relations55% Other -
$5,000+$200 - $300 / hr10 - 49Brea, CA
Ability to deliver
34.3/40.016.4/20 Reviews9.1/10 Clients & Experience8.8/10 Market PresenceService focus
65% Public Relations35% Other -
$10,000+$150 - $199 / hr50 - 249Ardmore, PA
Ability to deliver
34.3/40.016.6/20 Reviews10/10 Clients & Experience7.7/10 Market PresenceService focus
60% Public Relations40% Other -
$25,000+$200 - $300 / hr50 - 249New York, NY
Ability to deliver
36.2/40.017.2/20 Reviews9.7/10 Clients & Experience9.3/10 Market PresenceService focus
40% Public Relations60% Other -
$5,000+Undisclosed2 - 9Surry Hills, Australia
Ability to deliver
34.1/40.016.4/20 Reviews9.2/10 Clients & Experience8.6/10 Market PresenceService focus
100% Public Relations -
$1,000+< $25 / hr50 - 249
Ability to deliver
34/40.020/20 Reviews5.3/10 Clients & Experience8.7/10 Market PresenceService focus
90% Public Relations10% Other -
$10,000+$150 - $199 / hr10 - 49Darlinghurst, Australia
Ability to deliver
33.8/40.017.2/20 Reviews9.1/10 Clients & Experience7.5/10 Market PresenceService focus
100% Public Relations -
$10,000+$150 - $199 / hr10 - 49New York, NY
Ability to deliver
33.7/40.017/20 Reviews9.1/10 Clients & Experience7.6/10 Market PresenceService focus
60% Public Relations40% Other -
Undisclosed$200 - $300 / hr10 - 49Spring Hill, Australia
Ability to deliver
33.6/40.016.8/20 Reviews10/10 Clients & Experience6.8/10 Market PresenceService focus
65% Public Relations35% Other -
$10,000+Undisclosed10 - 49Denver, CO
Ability to deliver
34.4/40.016.2/20 Reviews9.2/10 Clients & Experience9.1/10 Market PresenceService focus
55% Public Relations45% Other -
$1,000+Undisclosed10 - 49Irvine, CA
Ability to deliver
33.6/40.018.8/20 Reviews5.2/10 Clients & Experience9.6/10 Market PresenceService focus
70% Public Relations30% Other
Latest Public Relations Articles
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Human Signals: The Branding Choices Consumers Make in an AI-Saturated World
Clutch surveyed 408 consumers on AI vs. human branding. See why real people, unscripted moments, and human craft now drive trust, loyalty, and favorability.
Public Relations Agency FAQs
Make sure you understand the full scope of services PR agencies offer before choosing the right one for you. The cost, specialization, and KPIs delivered against will depend on your needs but also the type of agency you select. Confirm you're making the best choice with our FAQs and top tips for hiring a PR agency.
Clutch recognizes agencies skilled in media outreach, crisis communications, and reputation management based on a proprietary methodology. The top PR firms for 2026 include:
Hiring a public relations agency helps elevate your brand’s reputation and visibility. A PR agency can:
- Increase media exposure and brand awareness
- Manage crises and prevent reputational damage
- Strengthen relationships with media and influencers
- Engage audiences with compelling storytelling
- Position your brand as a trusted industry leader
- Support investor relations and stakeholder trust
A PR agency (public relations agency) helps businesses manage their public image and communications strategy. It builds brand credibility through media relations, press releases, events, and crisis communications—ensuring a strong, positive reputation across digital and traditional channels.
A publicist typically focuses on individual clients or one-off publicity efforts—mainly gaining press coverage and managing appearances.
A PR agency offers broader, strategic services, including brand positioning, crisis management, stakeholder communications, and integrated media planning.
Popular PR KPIs include:
- Media Coverage – Number and quality of earned media placements
- Audience Reach – How many people saw your PR content
- Sentiment Analysis – Positive, neutral, or negative tone in coverage
- Social Media Engagement – Likes, shares, comments, and mentions
- Website Traffic & Conversions – Increase in visitors or leads following PR efforts
- Crisis Response Time – Speed and effectiveness of brand communication during issues
Most PR agencies provide a mix of strategic and tactical services, including:
- Media Relations – Securing press coverage and building relationships with journalists
- Crisis Communication – Managing brand reputation during challenges or negative press
- Social Media PR – Guiding brand perception through social platforms
- Content Creation – Writing press releases, blog posts, thought leadership articles
- Event Planning – Coordinating press events, product launches, and conferences
- Influencer & Thought Leadership PR – Building credibility through industry leaders
- Reputation Management – Monitoring public sentiment and enhancing brand image
- Internal Communications – Aligning messaging for employees and stakeholders
PR agencies vary in size, specialization, and service style:
- Boutique PR Agencies – Small, personalized firms focused on niche markets
- Enterprise PR Agencies – Large agencies with global media networks and full-service capabilities
- Industry-Specific PR Agencies – Focused on verticals like tech, healthcare, fashion, or finance
- Traditional PR Agencies – Specializing in legacy media like newspapers, TV, and radio
- Digital PR Agencies – Emphasizing online visibility, SEO, influencer partnerships, and content strategy
PR agency pricing depends on agency size, experience, and campaign scope. Most PR projects on Clutch cost between $10,000 - $49,999. Pricing may also vary based on location, deliverables, and retainer vs. project-based models.
To find the right PR partner:
- Define Your Goals – Identify if you need crisis management, media outreach, or brand positioning
- Set a Budget – Know what you're comfortable investing monthly or per campaign
- Research Agencies – Look for relevant industry experience and successful case studies
- Check Reviews – Read client testimonials and agency performance insights
- Evaluate Services – Ensure they offer the full range of PR services your brand requires
- Meet the Team – Assess cultural fit, expertise, and communication style