Top PR Firms in the United States
Public relations earns coverage you can't buy and credibility paid media can't replicate — but only when the firm has the right relationships and the right strategic instincts for your moment. U.S. PR firms bridge media relations, executive thought leadership, crisis response, analyst relations, and increasingly, the AI search and citation environment that's reshaping how brands get discovered.
The strongest firms combine deep reporter and editor relationships with measurement frameworks that go beyond impressions and AVE — share of voice, message penetration, and earned coverage that actually shifts buyer behavior. Clutch helps you compare top U.S. PR firms through verified client reviews, portfolios, and pricing data. Filter by industry, scope, and budget, and explore related directories:
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Featured
What are Featured Providers?
$10,000+$150 - $199 / hr10 - 49Serves United StatesServices 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.
$5,000+$150 - $199 / hr10 - 49Serves United StatesServices 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 - 49Serves United StatesServices 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 - 49Serves United StatesServices 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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UndisclosedUndisclosed10 - 49Chico, CA
Services provided
See all 1 projectsSocial High Rise is a social media marketing company. The feedback from their review is predominantly negative, highlighting significant issues with their workflow, lack of innovation, and a one-size-fits-all approach that did not meet the client's specific needs. The company failed to deliver promised content and demonstrated poor internal and client communication processes.
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UndisclosedUndisclosed2 - 9Doylestown, PA
Services provided
Launched in 2002, Furia Rubel is a public relations company. The team provides Public Relations and Content Marketing and is in Doylestown, Pennsylvania.
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Featured
What are Featured Providers?
$5,000+$150 - $199 / hr50 - 249Serves United StatesServices 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.
$10,000+$150 - $199 / hr10 - 49Serves United StatesServices 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.
$10,000+$100 - $149 / hr250 - 999Serves United StatesServices 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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$10,000+$100 - $149 / hr10 - 49Portland, OR
Services provided
Brand Definition is an Advertising company. The Portland, Oregon-based team specializes in Advertising and Public Relations.
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$10,000+Undisclosed10 - 49San Jose, CA
Services provided
Digital Strategy company CloutBoost is headquartered in San Jose, California. Their services include Digital Strategy and Media Planning & Buying.
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$10,000+$150 - $199 / hr10 - 49Phoenix, AZ
Services provided
Launched in 2017, Kiterocket is a small PR firm located in Phoenix, Arizona and Seattle, Washington. Their team offers Public Relations and Content Marketing.
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$50,000+Undisclosed50 - 249West Hollywood, CA
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NVE Experience Agency, an Event Marketing company, was launched in 2005. They offers Event Marketing and Content Marketing.
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UndisclosedUndisclosed50 - 249Roswell, GA
Services provided
Merge Atlanta is a public relations firm. They are headquartered in Roswell, Georgia and have midsize team. Their team provides Public Relations and Web Design.
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Featured
What are Featured Providers?
$10,000+$300+ / hr2 - 9Serves United StatesServices 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 - 49Serves United StatesServices 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+$150 - $199 / hr10 - 49Serves United StatesServices 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.
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Undisclosed$150 - $199 / hr10 - 49Cary, NC
Services provided
Located in Cary, North Carolina, S&A Communications is a small public relations firm. Their services include Public Relations and Marketing Strategy.
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UndisclosedUndisclosed10 - 49Austin, TX
Services provided
Hahn Public, a Marketing Strategy company, was established in 1974. Based in Austin, Texas, the team provides Marketing Strategy and Public Relations.
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$1,000+< $25 / hr50 - 249Rehoboth Beach, DE
Services provided
Digitech Outsourcing Solution LLC is a Back Office Outsourcing company. Founded in 2010, the team provides Back Office Outsourcing and Public Relations.
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UndisclosedUndisclosed10 - 49Las Vegas, NV
Services provided
HCI Advertising is an Advertising company. They are based in Las Vegas, Nevada and have small team. Their services include Advertising and Public Relations.
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UndisclosedUndisclosed10 - 49New York, NY
Services provided
Lawlor Media Group is an Other Marketing company. Established in 2000, the agency is headquartered in New York, New York. Their team focuses on Other Marketing and Public Relations.
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$5,000+$150 - $199 / hr2 - 9Jacksonville, FL
Services provided
See all 4 projectsPoint Taken Communications is a Public Relations and Communications firm specializing in Media Relations and Corporate Communications. Their clients consistently highlight their exceptional agility and reliability, with 100% of reviews mentioning their timely delivery and strategic adaptability. The company is commended for delivering measurable results, enhancing brand reputation, and providing insightful guidance that aligns with client goals and vision.
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$5,000+$150 - $199 / hr2 - 9Los Angeles, CA
Services provided
See all 1 projectsSchwartzman Associates SEO Consultants offers specialized SEO services, including enhancing local search visibility and optimizing press releases. The reviews highlight their impressive results in achieving top search rankings and praise their creative solutions and effective project management. Clients appreciate their wit and ease of collaboration, although some desire the inclusion of local search ads in their strategy.
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$5,000+$150 - $199 / hr2 - 9McLean, VA
Services provided
Gabriel Marketing Group (GMG), a PR company, is based in McLean, Virginia. Founded in 2011, the team focuses on Public Relations and Branding.
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$5,000+$150 - $199 / hr50 - 249Johnston, IA
Services provided
AKC Marketing, a branding agency, was founded in 2007. They specializes in Branding and Media Planning & Buying.
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UndisclosedUndisclosed50 - 249Danville, CA
Services provided
Wingtip Communications is a Malpractice Law company. The team specializes in Malpractice Law and Public Relations, and the company is based in Danville, California.
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$1,000+$100 - $149 / hr2 - 9Houston, TX
Services provided
Launched in 2017, JK Public Relations, a small public relations agency, is based in Houston, Texas. Their services include Public Relations and Marketing Strategy.
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Undisclosed$150 - $199 / hr2 - 9Fairport, NY
Services provided
Rochester Garage Door LLC is a Business Consulting and PR agency. Founded in 2013, the company is based in Fairport, New York. Their team offers Business Consulting and Public Relations.
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UndisclosedUndisclosed10 - 49New York, NY
Services provided
Based in New York, New York and Austin, Texas, Caliber Corporate Advisers is a public relations agency. The team provides Public Relations and Marketing Strategy.
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UndisclosedUndisclosed50 - 249Minneapolis, MN
Services provided
Carmichael Lynch Relate is a Content Marketing company. The team is headquartered in Minneapolis, Minnesota and New York, New York, and their services include Content Marketing and Event Marketing.
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$1,000+$50 - $99 / hr2 - 9Austin, TX
Services provided
Branding agency Son of Rand specializes in Branding and Corporate Photography. They are based in Austin, Texas.
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UndisclosedUndisclosed2 - 9Dallas, TX
Services provided
Cooper Smith Agency Public Relations, a PR agency, was established in 2002. The team focuses on Public Relations and Content Marketing.
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$50,000+$150 - $199 / hr2 - 9Portland, OR
Services provided
A&O PR is a PR agency launched in 2009. The company provides Public Relations and Branding.
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$5,000+$100 - $149 / hr2 - 9Chicago, IL
Services provided
Located in Chicago, Illinois, Kurman Communications, LLC is a PR company. The team offers Public Relations and Marketing Strategy.
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$5,000+$200 - $300 / hr2 - 9Beverly Hills, CA
Services provided
See all 6 projectsThe Postcard Agency is a PR and Communications firm renowned for its expertise in delivering impactful media relations and corporate communications. In their reviews, 100% of clients praised their exceptional project management and successful media coverage, securing over 300 pieces of coverage with a $1.39 million advertising value equivalency. Reviewers consistently highlight their professionalism, creativity, and value alignment.
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UndisclosedUndisclosed2 - 9Orlando, FL
Services provided
Dumpster Drop Dumpster Rental is a small public relations agency established in 2021. Their services include Public Relations and Marketing Strategy.
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$10,000+Undisclosed10 - 49Boston, MA
Services provided
Marlo marketing, a branding firm, was founded in 2004. The small team offers Branding and Graphic Design.
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$5,000+$300+ / hr10 - 49Dallas, TX
Services provided
Founded in 1983, Allyn Media, a small Content Marketing company, is in Dallas, Texas. Their team focuses on Content Marketing and Digital Strategy.
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UndisclosedUndisclosed10 - 49Newport Beach, CA
Services provided
Girlpower Marketing is a PR company. The team focuses on Public Relations and Branding, and the agency is in Newport Beach, California.
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$5,000+$100 - $149 / hr50 - 249Milwaukee, WI
Services provided
Hanson Dodge is a branding company. They are headquartered in Milwaukee, Wisconsin, and their services include Branding and Public Relations.
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$5,000+$150 - $199 / hr10 - 49Austin, TX
Services provided
Bloom Communications is a Market Research company. Founded in 2012, their team offers Market Research and Marketing Strategy.
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$25,000+$100 - $149 / hr10 - 49Indianapolis, IN
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Launched in 2007, Matchbook is a small Indianapolis, Indiana-based Advertising company. Their services include Advertising and Branding.
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$5,000+$150 - $199 / hr10 - 49Hermon, ME
Services provided
Sutherland Weston Marketing Communications, a Marketing Strategy company, was launched in 2001. They specializes in Marketing Strategy and Branding.
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$1,000+$150 - $199 / hr10 - 49Vernon, CT
Services provided
ImageWorks, LLC is a Vernon, Connecticut-based custom software development company. Their services include Custom Software Development and Digital Strategy.
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$10,000+$150 - $199 / hr2 - 9Cincinnati, OH
Services provided
PB&J is a public relations firm. They are in Cincinnati, Ohio and Asheville, North Carolina. Their team focuses on Public Relations and Social Media Marketing.
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Undisclosed$100 - $149 / hr2 - 9Cincinnati, OH
Services provided
Pomme Communications is a Cincinnati, Ohio-based public relations agency. They specialize in Public Relations and Event Marketing.
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$1,000+$100 - $149 / hr2 - 9Scottsdale, AZ
Services provided
HM&M PR, a public relations agency, was established in 2016. They provides Public Relations and Content Marketing.
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Undisclosed$25 - $49 / hr10 - 49Denver, CO
Services provided
InternetReputation.com is a PR agency. The Denver, Colorado-based firm specializes in Public Relations and Search Engine Optimization.
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$10,000+$100 - $149 / hr50 - 249San Francisco, CA
Services provided
LaunchSquad is a midsize Content Marketing company. Founded in 1999, the team specializes in Content Marketing and Public Relations.
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$5,000+$100 - $149 / hr50 - 249Portland, OR
Services provided
Branding agency Opal was launched in 2011. The agency focuses on Branding and Content Marketing.
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$75,000+$150 - $199 / hr10 - 49Austin, TX
Services provided
Steel Advertising is an Advertising company. The Austin, Texas-based agency was launched in 2000. Their team specializes in Advertising and Content Marketing.
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UndisclosedUndisclosed2 - 9Sioux Falls, SD
Services provided
See all 1 projectsMud Mile Communications is a web development company. However, according to their reviews on Clutch.co, the feedback is predominantly negative, with 100% of reviewers expressing dissatisfaction. Common themes include overpayment for subpar service, limited support, and difficulties during transitions. Clients report that essential tasks often fell back on their internal teams, contrary to expectations.
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$10,000+$100 - $149 / hr10 - 49New York, NY
Services provided
North 6th Agency is an Advertising company. Founded in 2010, their team offers Advertising and Public Relations.
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UndisclosedUndisclosed10 - 49Colorado Springs, CO
Services provided
Next PR is a small public relations company founded in 1973. Their services include Public Relations and E-Commerce Development.
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$10,000+$100 - $149 / hr10 - 49New York, NY
Services provided
Launched in 2011, Manifest is a branding company. The firm specializes in Branding and Public Relations.
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$5,000+$100 - $149 / hr10 - 49Dallas, TX
Services provided
Truepoint Communications is a small Dallas, Texas-based social media marketing firm. Their services include Social Media Marketing and Public Relations.
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$250,000+Undisclosed10 - 49Los Angeles, CA
Services provided
FAME 911 is a branding company. The team focuses on Branding and Public Relations and is located in Los Angeles, California and Dubai, United Arab Emirates.
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$10,000+$150 - $199 / hr2 - 9Chicago, IL
Services provided
Celebrity Capital is an Event Marketing company in Chicago, Illinois. The team specializes in Event Marketing and Marketing Strategy.
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$10,000+$100 - $149 / hr2 - 9Washington, DC
Services provided
Dale Curtis Communications is a small PR firm established in 2009. Their services include Public Relations and Branding.
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List of the Best PR Firms in the United States
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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 -
$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 -
$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 -
$10,000+$100 - $149 / hr250 - 999New York, NY
Ability to deliver
36.7/40.018.6/20 Reviews8.1/10 Clients & Experience10/10 Market PresenceService focus
60% Public Relations40% Other -
$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 -
$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+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 -
$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 -
$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 -
$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 -
$1,000+$150 - $199 / hr10 - 49San Francisco, CA
Ability to deliver
33.6/40.016.2/20 Reviews8.9/10 Clients & Experience8.5/10 Market PresenceService focus
60% Public Relations40% Other -
UndisclosedUndisclosed10 - 49Danbury, CT
Ability to deliver
33.5/40.016.8/20 Reviews7/10 Clients & Experience9.7/10 Market PresenceService focus
80% Public Relations20% Other -
$10,000+$300+ / hr2 - 9Austin, TX
Ability to deliver
33.2/40.018.8/20 Reviews5.3/10 Clients & Experience9.2/10 Market PresenceService focus
100% Public Relations -
$5,000+$200 - $300 / hr10 - 49Nashville, TN
Ability to deliver
33.2/40.017.8/20 Reviews6.2/10 Clients & Experience9.2/10 Market PresenceService focus
75% Public Relations25% Other -
$5,000+$100 - $149 / hr50 - 249Austin, TX
Ability to deliver
36.8/40.016.8/20 Reviews10/10 Clients & Experience10/10 Market PresenceService focus
30% Public Relations70% Other -
$10,000+$150 - $199 / hr10 - 49Boston, MA
Ability to deliver
32.7/40.016.2/20 Reviews8.8/10 Clients & Experience7.7/10 Market PresenceService focus
100% Public Relations -
$10,000+$200 - $300 / hr2 - 9Chicago, IL
Ability to deliver
35.5/40.016/20 Reviews10/10 Clients & Experience9.5/10 Market PresenceService focus
50% Public Relations50% Other -
$5,000+$150 - $199 / hr10 - 49Manchester, NH
Ability to deliver
38.3/40.018.6/20 Reviews10/10 Clients & Experience9.7/10 Market PresenceService focus
25% Public Relations75% Other -
$5,000+$150 - $199 / hr10 - 49Milwaukee, WI
Ability to deliver
33.3/40.016/20 Reviews9.5/10 Clients & Experience7.8/10 Market PresenceService focus
55% Public Relations45% Other -
$25,000+$200 - $300 / hr10 - 49New York, NY
Ability to deliver
35.6/40.016.4/20 Reviews9.8/10 Clients & Experience9.5/10 Market PresenceService focus
40% Public Relations60% Other -
$5,000+$150 - $199 / hr2 - 9Las Vegas, NV
Ability to deliver
35.1/40.016.8/20 Reviews10/10 Clients & Experience8.3/10 Market PresenceService focus
50% Public Relations50% Other -
$10,000+$150 - $199 / hr10 - 49Redondo Beach, CA
Ability to deliver
36.4/40.016.8/20 Reviews10/10 Clients & Experience9.6/10 Market PresenceService focus
35% Public Relations65% Other
Latest Public Relations Articles
See all articles
Digital PR vs. AI Tactics: What Actually Drives Marketing Results
Here's how to know which one your brand needs right now and how to make both work together.
U.S. PR Services FAQs
A U.S. PR firm typically covers some combination of:
- Media relations – pitching reporters, securing earned coverage, managing announcements and product launches
- Executive thought leadership – byline placements, speaking opportunities, podcast and interview bookings
- Analyst relations – managing relationships with industry analysts (Gartner, Forrester, IDC) and analyst-driven coverage
- Crisis communications – rapid response to PR threats, statement drafting, media management during difficult news cycles
- Content and messaging – press releases, fact sheets, key messages, narrative development
- Awards and recognition – identifying, nominating, and managing submissions for industry awards
Specialization matters — a tech PR firm has different reporter relationships than a healthcare or consumer PR firm. Match the firm's beat to your industry.
Both build awareness and credibility, but the mechanism is different. PR earns coverage through third parties (reporters, analysts, podcasters) — you don't control the message, but the implicit credibility of the third party is the value. Meanwhile, content marketing is published through channels you own (your blog, newsletter, podcast) — you control the message but have to earn distribution.
In practice, they reinforce each other: PR-earned coverage makes content marketing more credible (you can cite it), and content marketing gives PR firms substance to pitch. Many U.S. firms now offer both. Just be clear about which mode you're buying — the skills, deliverables, and pricing are different.
Based on Clutch pricing data, most U.S.-based PR firms charge:
- Boutique and specialist firms: typically $5,000 – $15,000 per month retainer
- Mid-size firms: typically $10,000 – $30,000 per month
- Large independents and global firms: typically $25,000 – $100,000+ per month
Most U.S. PR firms work on monthly retainers with a 6-to-12-month minimum commitment, since relationships and momentum take time to build. Moreover, project-based work typically starts at $25,000 – $75,000. Be skeptical of firms willing to take very short engagements — PR rarely produces meaningful results in under three months.
When assessing potential partners for your brand, it’s important to be thorough. Make sure to assess their industry beat coverage, the team you'd actually work with, and how they measure success:
- Industry beat coverage means the firm has relationships with the specific reporters and analysts who cover your space — not just "tech reporters." Ask for a sample of recent placements in your category and the firms' day-to-day media contacts there.
- The team you'd actually work with matters because PR is a relationship business at every level — the senior people pitched to you should be the ones pitching reporters, not just attending status calls.
- Measurement framework matters because PR has a long history of vanity metrics; modern firms tie work to specific business outcomes.
Also ask: what's the firm's view on AI search visibility (citation in ChatGPT, Perplexity, Google AI overviews) — this is becoming a meaningful PR outcome, and firms vary enormously in how seriously they take it.
- Promising specific placements. No reputable firm guarantees coverage in named outlets — placement is earned, not bought, and any guarantee is a sign of pay-to-play arrangements.
- Vanity-metric-only reporting. Firms that lead with "impressions" and AVE (advertising value equivalency) are using metrics the PR industry retired a decade ago for good reason.
- Senior pitch team, junior delivery team. Confirm in writing who's on your account day-to-day and who actually pitches reporters.
- No demonstrable beat coverage. A firm that can't show you recent placements in your space doesn't have the relationships you need.
- Pay-to-play arrangements without disclosure. Some "tier 1" placements are actually paid contributor deals. Reputable firms disclose this; problematic firms don't.
Don’t be fooled by these red flags. It’s essential to avoid these warning signs to prevent unnecessary headaches and mishaps for your project.