Top Public Relations Firms
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Featured
What are Featured Providers?
$5,000+$150 - $199 / hr10 - 49Orlando, FLServices provided
See all 8 projectsUproar by Moburst is a Public Relations firm specializing in media relations, corporate communications, and brand reputation management. With 100% positive feedback, clients commend their exceptional service levels, responsiveness, and strategic PR capabilities. Approximately 83% of reviewers highlight their ability to drive media coverage and enhance brand awareness, emphasizing their organized project management and ability to meet client needs effectively.
$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 reputable PR agency specializing in media relations and brand reputation. Client reviews highlight their professionalism, efficiency, and the impactful media coverage they secure, with 100% positive feedback praising their project management and communication. Many clients (about 70%) commend their value for cost and alignment with company values, establishing them as a preferred partner for enhancing online visibility and credibility.
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UndisclosedUndisclosed10 - 49Charlotte, NC
Services provided
Founded in 2001, HB&M Sports is a small Advertising company in Charlotte, North Carolina. Their team specializes in Advertising and Event Marketing.
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UndisclosedUndisclosed10 - 49Marietta, GA
Services provided
O'Neill Communications is a branding firm. They were founded in 1987 and provide Branding and Content Marketing.
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Featured
What are Featured Providers?
$5,000+$150 - $199 / hr50 - 249Chicago, ILServices provided
See all 20 projectsInterdependence is a Public Relations firm specializing in media relations, corporate communications, and brand reputation. They consistently deliver high-quality media placements and strategic communications across various industries. Approximately 95% of reviews highlight their professionalism and ability to exceed expectations, particularly in maintaining brand precision and securing media coverage. Clients commend their strategic creativity and responsiveness, making them a trusted partner in public communications.
$5,000+$150 - $199 / hr10 - 49Scottsdale, AZServices provided
See all 26 projects10 to 1 Public Relations is a PR agency specializing in media relations, corporate communications, and brand reputation management. Reviews consistently commend their thoroughness, speed, and flexibility, with over 90% noting timely delivery and effective communication. They are praised for their crisis communication strategies and media exposure skills, although innovation is encouraged. A notable 80% of clients recognized their role in achieving significant brand awareness and media coverage.
$10,000+Undisclosed2 - 9Austin, TXServices provided
See all 14 projectsDISRUPT PR is a Public Relations agency specializing in media relations, corporate communications, and brand reputation management. They consistently receive positive feedback, with 100% of reviewers praising their professionalism, timely delivery, and effective communication. Clients highlight their expertise in securing media coverage and aligning with client values, resulting in significant brand visibility and engagement improvements.
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UndisclosedUndisclosed10 - 49Fargo, ND
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Promersberger is a branding company. Their small team of employees is headquartered in Fargo, North Dakota. Their team focuses on Branding and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Hockessin, DE
Services provided
GillespieHall is a branding company. They were established in 1996 and provide Branding and Digital Strategy.
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UndisclosedUndisclosed10 - 49Hong Kong, Hong Kong
Services provided
Alarice International Limited is a Digital Strategy company. Located in Hong Kong, Hong Kong, the firm was established in 2011. Their team specializes in Digital Strategy and Public Relations.
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UndisclosedUndisclosed10 - 49Winston-Salem, NC
Services provided
Vela Agency is a Digital Strategy company. Their small team is in Winston-Salem, North Carolina. Their services include Digital Strategy and Event Marketing.
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UndisclosedUndisclosed10 - 49Hastings, NE
Services provided
IdeaBank Marketing is a Hastings, Nebraska-based branding company. They provide Branding and Marketing Strategy.
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Featured
What are Featured Providers?
$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.
$10,000+$150 - $199 / hr10 - 49Newport Beach, CAServices provided
See all 5 projectsGateway Group is a Public Relations and Investor Relations firm that excels in managing brand reputation and media relations. The company has consistently received positive feedback, with clients praising their strategic communications expertise and responsive project management. Notably, 100% of reviewers highlighted their effective media and investor relations services, citing successful brand visibility and investor confidence enhancements.
$5,000+$100 - $149 / hr10 - 49Leeds, EnglandServices provided
See all 18 projectsProhibition is a PR agency with expertise in Public Relations, Corporate Communications, and Media Relations. Across their reviews, an overwhelming 100% of feedback highlights their integrity, strong communication skills, and effectiveness in securing significant media coverage, with nearly 12 million reached through 51 pieces since November 2024. Clients commend Prohibition's innovative approach and timely project management, although some suggest improving communication streamlining.
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UndisclosedUndisclosed10 - 49Vero Beach, FL
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Advertising company The Alexis Agency is based in Vero Beach, Florida and Raleigh, North Carolina. They focus on Advertising and Digital Strategy.
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UndisclosedUndisclosed10 - 49Harrisburg, NC
Services provided
Established in 2001, WhirlWind Creative is a small Harrisburg, North Carolina-based Advertising company. Their services include Advertising and Marketing Strategy.
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Featured
What are Featured Providers?
$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.
$25,000+$300+ / hr10 - 49Newark, DEServices provided
See all 14 projectsThe Ascendant Group is a renowned Public Relations and branding firm specializing in Public Media Relations, Corporate Communications, and Brand Reputation enhancement. The company has received overwhelmingly positive feedback for its strategic media outreach, exceptional client dedication, and flexibility, with about 95% of reviews highlighting impressive media coverage and brand growth. Clients consistently praise their ability to generate significant media placements and increase social media engagement.
$10,000+$100 - $149 / hr250 - 999New York, NYServices provided
See all 40 projects5WPR is a prominent Public Relations firm specializing in media relations, brand reputation, and corporate communications. The company consistently receives positive feedback, with approximately 90% of clients praising their strategic insight, responsiveness, and professionalism. Many reviews highlight their effectiveness in securing media coverage and enhancing brand visibility and credibility, positioning them as a reliable PR partner.
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UndisclosedUndisclosed10 - 49Old Chatham, NY
Services provided
Blass Marketing is a small Marketing Strategy company founded in 1969. Their services include Marketing Strategy and Public Relations.
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UndisclosedUndisclosed10 - 49Concord, NC
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Walker Marketing, a public relations firm, is headquartered in Concord, North Carolina. They provide Public Relations and Advertising.
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UndisclosedUndisclosed10 - 49Dallas, TX
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Located in Dallas, Texas, Golden Events Group is a small Event Marketing company. The team focuses on Event Marketing and Advertising.
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UndisclosedUndisclosed10 - 49London, England
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Headquartered in London, England, Caliber is a small Content Marketing company. The team specializes in Content Marketing and Public Relations.
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UndisclosedUndisclosed10 - 49Columbia, SC
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Carter Todd Associates, an Advertising company, was founded in 1998. The company offers Advertising and Public Relations, and is small.
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UndisclosedUndisclosed10 - 49Greenville, SC
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Established in 2005, FerebeeLane is an Advertising company. The team provides Advertising and Branding.
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UndisclosedUndisclosed10 - 49Vaughan, Canada
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Based in Vaughan, Canada, Bang Albino Communications is a branding agency. They offer Branding and Email Marketing.
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UndisclosedUndisclosed10 - 49Westbrook, ME
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Ethos Marketing & Design is a Westbrook, Maine-based branding agency. They focus on Branding and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Lenox, MA
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Winstanley Partners is a graphic design agency. They provide Graphic Design and Packaging Design and were established in 1986.
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UndisclosedUndisclosed10 - 49Myrtle Beach, SC
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LHWH Advertising & PR is an Advertising company. The Myrtle Beach, South Carolina-based firm was launched in 1987. Their services include Advertising and Public Relations.
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UndisclosedUndisclosed10 - 49Yarmouth, ME
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Vreeland Marketing & Design is an Email Marketing company. Based in Yarmouth, Maine, the agency was launched in 1978. Their team specializes in Email Marketing and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Naperville, IL
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Glimmer Chicago, an Advertising company, was founded in 2004. The company specializes in Advertising and Branding, and is small.
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UndisclosedUndisclosed10 - 49Leudelange, Luxembourg
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Ierace Dechmann + Partners is a small graphic design company in Leudelange, Luxembourg. Their services include Graphic Design and Media Planning & Buying.
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UndisclosedUndisclosed10 - 49Saint Charles, MO
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Located in Saint Charles, Missouri, Borgmeyer Marketing Group is a small Advertising company. Their services include Advertising and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Augusta, ME
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Founded in 1991, Marshall Communications is a Digital Strategy company. In Augusta, Maine, the team specializes in Digital Strategy and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Columbia, SC
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The Adams Group - South Carolina, a media planning & buying agency, was established in 1983. Based in Columbia, South Carolina, the team focuses on Media Planning & Buying and Public Relations.
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UndisclosedUndisclosed10 - 49Cleveland, OH
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Studiothink is a branding firm in Cleveland, Ohio. Launched in 2004, the team specializes in Branding and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Saco, ME
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Launched in 1983, CBC Automotive Marketing is a Market Research company. The firm focuses on Market Research and Media Planning & Buying.
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UndisclosedUndisclosed10 - 49Portland, ME
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Garrand Moehlenkamp is an Advertising company. Located in Portland, Maine, their team offers Advertising and Event Marketing.
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UndisclosedUndisclosed10 - 49Layton, UT
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Forthgear is a branding firm in Layton, Utah. Founded in 1995, the team specializes in Branding and Graphic Design.
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UndisclosedUndisclosed10 - 49Bristol, England
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UpUgo is an AI development company. Established in 2013, the agency is headquartered in Bristol, England. Their team provides Artificial Intelligence and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Arlington, VA
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Wakefield Research is a small Arlington, Virginia-based Market Research company. Their services include Market Research and Public Relations.
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UndisclosedUndisclosed10 - 49Salt Lake City, UT
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Integrated Marketing Group is a small Salt Lake City, Utah-based branding agency. Their services include Branding and Market Research.
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UndisclosedUndisclosed10 - 49Portland, ME
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Advertising company CD&M Communications was founded in 1976. The firm offers Advertising and Branding, and is small.
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UndisclosedUndisclosed10 - 49London, England
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PANGAEA NETWORK LIMITED, a branding firm, was established in 2007. The firm provides Branding and Digital Strategy, and is small.
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UndisclosedUndisclosed10 - 49Farnham , England
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Hyped Marketing Ltd is a branding firm. They focus on Branding and Public Relations and were founded in 2014. The company is based in Farnham , England.
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UndisclosedUndisclosed10 - 49Albuquerque, NM
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Sunny505 is a Marketing Strategy company. They are located in Albuquerque, New Mexico and Bisbee, Arizona and have small team. Their team offers Marketing Strategy and Public Relations.
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UndisclosedUndisclosed10 - 49Bozeman, MT
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MERCURYcsc is a branding company. Launched in 1998, the firm is located in Bozeman, Montana. Their team offers Branding and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Missoula, MT
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PartnersCreative is a small Advertising company. Founded in 1999, the team specializes in Advertising and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Albuquerque, NM
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Small Advertising company McCleskey Media Strategies, is located in Albuquerque, New Mexico. Their services include Advertising and Email Marketing.
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UndisclosedUndisclosed10 - 49Spokane, WA
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QUINN Agency is a Content Marketing company. Their team is headquartered in Spokane, Washington and focuses on Content Marketing and Market Research.
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UndisclosedUndisclosed10 - 49Sioux Falls, SD
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Paulsen is a small Logo company located in Sioux Falls, South Dakota. The team offers Logo and Marketing Strategy.
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UndisclosedUndisclosed10 - 49St. George, UT
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Launched in 2012, Rukkus is a small Advertising company. Their services include Advertising and Branding.
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UndisclosedUndisclosed10 - 49Spokane, WA
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Desautel Hege is an Advertising company. Their small team of employees is based in Spokane, Washington. Their team focuses on Advertising and Branding.
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UndisclosedUndisclosed10 - 49Pierre, SD
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Founded in 1995, Factor 360, Inc. Is an e-commerce development company. The team provides E-Commerce Development and Logo.
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UndisclosedUndisclosed10 - 49Peoria, IL
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Converse Marketing, Inc. Is a Marketing Strategy company. Launched in 1991, the team offers Marketing Strategy and Advertising.
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UndisclosedUndisclosed10 - 49Essex, VT
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Kaza Hagan Associates, a small branding firm, is headquartered in Essex, Vermont. The team specializes in Branding and Media Planning & Buying.
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UndisclosedUndisclosed10 - 49Chattanooga, TN
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Launched in 2006, h2b creative is a branding agency. The team provides Branding and Public Relations.
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UndisclosedUndisclosed10 - 49Nashville, TN
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Branding agency Consensus Point was established in 2006. Located in Nashville, Tennessee, the team provides Branding and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Bristol, TN
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The Summit Marketing is a small media planning & buying company based in Bristol, Tennessee. Their services include Media Planning & Buying and Public Relations.
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UndisclosedUndisclosed10 - 49Knoxville, TN
Services provided
Moxley Carmichael is a graphic design agency located in Knoxville, Tennessee. They offer Graphic Design and Public Relations and were founded in 1992.
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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.
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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.
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List of the Best Public Relations Agencies
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$25,000+$200 - $300 / hr250 - 999Washington, DC
Ability to deliver
39.9/40.020/20 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 / hr10 - 49Scottsdale, AZ
Ability to deliver
37.5/40.018.4/20 Reviews9.7/10 Clients & Experience9.5/10 Market PresenceService focus
80% Public Relations20% Other -
$1,000+$100 - $149 / hr50 - 249Sarasota, FL
Ability to deliver
37.4/40.017.6/20 Reviews10/10 Clients & Experience9.8/10 Market PresenceService focus
65% Public Relations35% Other -
$5,000+$150 - $199 / hr10 - 49Los Angeles, CA
Ability to deliver
37.4/40.018.8/20 Reviews10/10 Clients & Experience8.6/10 Market PresenceService focus
60% Public Relations40% Other -
$10,000+$300+ / hr2 - 9Toronto, Canada
Ability to deliver
37.3/40.018/20 Reviews10/10 Clients & Experience9.3/10 Market PresenceService focus
100% Public Relations -
$5,000+Undisclosed2 - 9Uster, Switzerland
Ability to deliver
37.1/40.017.4/20 Reviews10/10 Clients & Experience9.7/10 Market PresenceService focus
100% Public Relations -
$5,000+$150 - $199 / hr50 - 249Chicago, IL
Ability to deliver
37/40.019/20 Reviews8.4/10 Clients & Experience9.6/10 Market PresenceService focus
100% Public Relations -
$5,000+$100 - $149 / hr2 - 9Calgary, Canada
Ability to deliver
37/40.018.4/20 Reviews10/10 Clients & Experience8.6/10 Market PresenceService focus
100% Public Relations -
$10,000+$100 - $149 / hr250 - 999New York, NY
Ability to deliver
36.8/40.018.8/20 Reviews8.1/10 Clients & Experience10/10 Market PresenceService focus
60% Public Relations40% Other -
$10,000+$150 - $199 / hr10 - 49New York, NY
Ability to deliver
36.8/40.017.6/20 Reviews10/10 Clients & Experience9.2/10 Market PresenceService focus
60% Public Relations40% Other -
$1,000+$100 - $149 / hr10 - 49Philadelphia, PA
Ability to deliver
36.7/40.017.4/20 Reviews10/10 Clients & Experience9.3/10 Market PresenceService focus
60% Public Relations40% 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 / hr2 - 9Vancouver, Canada
Ability to deliver
36.3/40.017.4/20 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 -
$5,000+$200 - $300 / hr10 - 49Brea, CA
Ability to deliver
35.1/40.017.2/20 Reviews9.1/10 Clients & Experience8.8/10 Market PresenceService focus
65% Public Relations35% Other -
$10,000+$150 - $199 / hr10 - 49Lewisville, TX
Ability to deliver
37.9/40.018/20 Reviews10/10 Clients & Experience9.9/10 Market PresenceService focus
40% Public Relations60% Other -
$1,000+Undisclosed10 - 49
Ability to deliver
36/40.017/20 Reviews9.6/10 Clients & Experience9.4/10 Market PresenceService focus
50% Public Relations50% Other -
$5,000+Undisclosed2 - 9Surry Hills, Australia
Ability to deliver
34.3/40.016.6/20 Reviews9.2/10 Clients & Experience8.6/10 Market PresenceService focus
100% Public Relations -
$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 -
$10,000+$150 - $199 / hr10 - 49Darlinghurst, Australia
Ability to deliver
34.2/40.017.6/20 Reviews9.1/10 Clients & Experience7.5/10 Market PresenceService focus
100% Public Relations -
$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 -
$10,000+$150 - $199 / hr10 - 49New York, NY
Ability to deliver
34.1/40.017.4/20 Reviews9.1/10 Clients & Experience7.6/10 Market PresenceService focus
60% Public Relations40% Other -
$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+$200 - $300 / hr10 - 49
Ability to deliver
36.5/40.019/20 Reviews10/10 Clients & Experience7.5/10 Market PresenceService focus
45% Public Relations55% Other -
UndisclosedUndisclosed10 - 49Danbury, CT
Ability to deliver
33.9/40.017.2/20 Reviews7/10 Clients & Experience9.7/10 Market PresenceService focus
80% Public Relations20% Other -
$10,000+$150 - $199 / hr50 - 249Reading , England
Ability to deliver
33.8/40.017.8/20 Reviews9.2/10 Clients & Experience6.7/10 Market PresenceService focus
50% Public Relations50% Other
Latest Public Relations Articles
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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 twice a year based on a proprietary methodology. The top PR firms for Fall 2025 include:
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
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.
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
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
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