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?
$5,000+$100 - $149 / hr10 - 49Serves United StatesServices 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.
$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 - 49East Providence, RI
Services provided
Atlas Studios, a branding company, was founded in 1999. The small team focuses on Branding and Public Relations.
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$5,000+$100 - $149 / hr10 - 49Baltimore, MD
Services provided
Blakeslee is a SEO company. The Baltimore, Maryland-based company offers Search Engine Optimization and Web Design.
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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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$5,000+$100 - $149 / hr10 - 49Miami, FL
Services provided
Launched in 1998, WG Studios is a SEO company. The agency specializes in Search Engine Optimization and Web Design.
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$5,000+$100 - $149 / hr10 - 49Raleigh, NC
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WRAL Digital Solutions is a SEO services firm. Their small team is based in Raleigh, North Carolina. Their team specializes in Search Engine Optimization and Web Design.
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$5,000+$100 - $149 / hr10 - 49Fort Lauderdale, FL
Services provided
Tandem Interactive is a Digital Strategy company. Established in 2006, the team offers Digital Strategy and Pay Per Click. The company is located in Fort Lauderdale, Florida.
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$5,000+$100 - $149 / hr10 - 49Salt Lake City, UT
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Advertising company FUEL Marketing LLC specializes in Advertising and Digital Strategy. They were founded in 2003.
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UndisclosedUndisclosed10 - 49Honolulu, HI
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Founded in 1982, Olomana Loomis ISC is an Advertising company. The team offers Advertising and Branding.
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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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UndisclosedUndisclosed10 - 49Anchorage, AK
Services provided
Gonzalez Marketing, LLC, an Advertising company, specialize in Advertising and Digital Strategy. They were established in 2001.
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$1,000+$150 - $199 / hr10 - 49Minneapolis, MN
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Words At Work is a Content Marketing company. Launched in 1988, the agency focuses on Content Marketing and Branding.
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UndisclosedUndisclosed10 - 49Baton Rouge, LA
Services provided
Brew Agency, a small branding company, is located in Baton Rouge, Louisiana. Their services include Branding and Advertising.
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UndisclosedUndisclosed10 - 49Baton Rouge, LA
Services provided
SASSO is an Advertising company. Established in 2011, the team specializes in Advertising and Branding.
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UndisclosedUndisclosed10 - 49Jonesboro, AR
Services provided
The Solutions Group of Jonesboro is a branding agency. They specialize in Branding and Marketing Strategy and are headquartered in Jonesboro, Arkansas.
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UndisclosedUndisclosed10 - 49Morgantown, WV
Services provided
BlaineTurner Advertising is an Advertising company located in Morgantown, West Virginia. Their services include Advertising and Content Marketing.
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UndisclosedUndisclosed10 - 49Dayton, OH
Services provided
SEO company Wilderness Agency offers Search Engine Optimization and Pay Per Click. They were launched in 2016.
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UndisclosedUndisclosed10 - 49Salt Lake City, UT
Services provided
Launched in 1996, BrandHive is a small Advertising company based in Salt Lake City, Utah. Their team provides Advertising and Branding.
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UndisclosedUndisclosed50 - 249San Francisco, CA
Services provided
Branding firm Creative Book Writers is headquartered in San Francisco, California. They offer Branding and Graphic Design and were established in 2014.
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$10,000+$150 - $199 / hr10 - 49Lancaster, PA
Services provided
Alpha Dog Advertising LLC is an Advertising company. Launched in 2009, the company provides Advertising and Branding.
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UndisclosedUndisclosed10 - 49Pewaukee, WI
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Affirm Agency, a small Advertising company, is located in Pewaukee, Wisconsin. Their services include Advertising and Branding.
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$10,000+$100 - $149 / hr10 - 49Pittsburgh, PA
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Headquartered in Pittsburgh, Pennsylvania and Okatie, South Carolina, A to Z Communications is an Advertising company. They focus on Advertising and Branding.
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$1,000+< $25 / hr50 - 249Irving, TX
Services provided
Established in 2015, Dimension Infinity is an Advertising company. Their services include Advertising and Direct Marketing.
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$1,000+< $25 / hr50 - 249Santa Monica, CA
Services provided
The Author Choice is a Content Marketing company. They are in Santa Monica, California and have midsize team. They provide Content Marketing and Direct Marketing.
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$5,000+Undisclosed50 - 249Austin, TX
Services provided
Alpha K Medical Billing is a Corporate Training & Coaching company. Founded in 2024, the company is located in Austin, Texas. Their services include Corporate Training & Coaching and Public
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UndisclosedUndisclosed2 - 9Evesham, NJ
Services provided
See all 1 projectsMB and Associates is a communications agency specializing in PR and media relations, but their services have been critiqued for poor follow-up and lack of effective communication. The reviews indicate dissatisfaction, with 100% of feedback highlighting issues in project management and communication, although one positive mention (about 10%) notes an article published in the Daily Mail.
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$1,000+$25 - $49 / hr50 - 249Mount Laurel Township, NJ
Services provided
See all 3 projectsBrand Mellow is a web development company known for creating bespoke and functional websites tailored to specific business needs. Their exceptional project management and customer service, particularly by Project Manager Kevin Olson, are frequently highlighted in reviews, with 100% of reviewers praising their professionalism and attentiveness. Clients consistently commend Brand Mellow's ability to deliver timely results and foster an easy communication process.
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$5,000+$100 - $149 / hr2 - 9Jacksonville, FL
Services provided
Dion Marketing is an Advertising company. The agency is in Jacksonville, Florida. Their team provides Advertising and Branding.
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$5,000+$100 - $149 / hr2 - 9San Antonio, TX
Services provided
Viper Web Solutions, a Mobile & App Marketing company, was founded in 2008. Headquartered in San Antonio, Texas, the team specializes in Mobile & App Marketing and Call Center Services.
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$1,000+$150 - $199 / hr2 - 9Chicago, IL
Services provided
Gossip Genie is a Content Marketing company. Founded in 2010, the firm is headquartered in Chicago, Illinois. Their services include Content Marketing and Social Media Marketing.
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$5,000+$100 - $149 / hr2 - 9Virginia Beach, VA
Services provided
Small graphic design agency Rubin Communications Group, is based in Virginia Beach, Virginia. Their services include Graphic Design and Video Production.
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$5,000+$100 - $149 / hr2 - 9Bartlett, TN
Services provided
Founded in 1979, Kelley & Associates Advertising, a small SEO company, is headquartered in Bartlett, Tennessee. Their services include Search Engine Optimization and Web Design.
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$5,000+Undisclosed2 - 9Miramar, FL
Services provided
360WiSE is an Advertising company established in 2013. The agency focuses on Advertising and Branding.
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UndisclosedUndisclosed2 - 9Grand Rapids, MI
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8THIRTYFOUR Integrated Communications is a branding agency. Based in Grand Rapids, Michigan, the firm was established in 2005. Their services include Branding and Digital Strategy.
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$5,000+$100 - $149 / hr2 - 9Asheville, NC
Services provided
JD Ellison & Company is an Event Marketing company established in 2018. In Asheville, North Carolina, the team specializes in Event Marketing and Branding.
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UndisclosedUndisclosed2 - 9New York, NY
Services provided
Intent Guru is a branding agency. They are in New York, New York, and their services include Branding and Public Relations.
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$1,000+$100 - $149 / hr2 - 9Palmyra, ME
Services provided
Launched in 2024, Dirigo Digital, a small public relations firm, is in Palmyra, Maine. Their team provides Public Relations and Social Media Marketing.
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$1,000+$50 - $99 / hr2 - 9Austin, TX
Services provided
Wndrlnd Marketing, a PR firm, was established in 2023. In Austin, Texas, the team focuses on Public Relations and Social Media Marketing.
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$5,000+$100 - $149 / hr2 - 9Scottsdale, AZ
Services provided
The Barnhart Company is a branding agency located in Scottsdale, Arizona. Their services include Branding and Public Relations.
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$5,000+$100 - $149 / hr2 - 9Boulder, CO
Services provided
Revenue and Results is a branding firm. Their team is based in Boulder, Colorado. The agency offers Branding and Public Relations.
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$1,000+$50 - $99 / hr2 - 9Lakeland, FL
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CypherSphere Consulting is a PR firm. The agency is based in Lakeland, Florida and Lakeland, Florida. Their team offers Public Relations and Social Media Marketing.
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$5,000+$25 - $49 / hr2 - 9Miami Beach, FL
Services provided
Pedroza Media is an Advertising company. The Miami Beach, Florida-based agency focuses on Advertising and Public Relations.
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$5,000+$100 - $149 / hr2 - 9New York, NY
Services provided
Disrupt Ventures is an Advertising company. Their small team is located in New York, New York. Their services include Advertising and Branding.
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$1,000+< $25 / hr2 - 9Los Angeles, CA
Services provided
ORM Agency is an Advertising company located in Los Angeles, California. They focus on Advertising and Branding.
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Undisclosed$25 - $49 / hr2 - 9Selden, NY
Services provided
Ecommerce SEO Services Agency is a SEO services firm. The Selden, New York-based company was founded in 2021. Their services include Search Engine Optimization and Public Relations.
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$1,000+< $25 / hr2 - 9San Francisco, CA
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Headquartered in San Francisco, California, Kave Creative is a small Advertising company. Their services include Advertising and Branding.
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$1,000+Undisclosed2 - 9New York, NY
Services provided
Content Marketing company CRY LOUDER is in New York, New York. Their services include Content Marketing and Social Media Marketing.
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UndisclosedUndisclosed2 - 9Miami, FL
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Advertising company OVO Talent was established in 2022. The agency provides Advertising and Branding.
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$5,000+$200 - $300 / hr2 - 9Los Angeles, CA
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Based in Los Angeles, California, Cosmatify LLC is a Commercial Brokerage Services company. Established in 2026, the team focuses on Commercial Brokerage Services and Biohazard Cleanup.
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$5,000+$150 - $199 / hr10 - 49Greenacres, FL
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See all 1 projectsFounded in 2015, TheRiot Agency (TRA) is a technology-first growth agency that combines research, strategy, and creative excellence to help businesses transform into industry leading brands. Our
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$10,000+$100 - $149 / hr10 - 49New York, NY
Services provided
Established in 2011, MayDay is a branding company. Their services include Branding and Public Relations.
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$5,000+$100 - $149 / hr10 - 49El Paso, TX
Services provided
Monster Link Marketing is a SEO services firm. Headquartered in El Paso, Texas, the firm was founded in 2012. Their team provides Search Engine Optimization and Web Design.
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$1,000+Undisclosed10 - 49Brookfield, WI
Services provided
360 Direct is a Content Marketing company in Brookfield, Wisconsin. They offer Content Marketing and Digital Strategy.
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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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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 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
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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.
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.