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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$1,000+$100 - $149 / hr2 - 9Fort Worth, TX
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Founded in 2004, BrandEra is a small Fort Worth, Texas-based branding company. Their services include Branding and Public Relations.
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$10,000+$100 - $149 / hr2 - 9Dallas, TX
Services provided
Endicott PR is a Digital Strategy company. They are in Dallas, Texas and Austin, Texas, and their services include Digital Strategy and Email Marketing.
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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 / hr2 - 9Houston, TX
Services provided
Immix Productions Inc. Is a SEO services firm located in Houston, Texas. They provide Search Engine Optimization and Web Design.
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$5,000+$100 - $149 / hr2 - 9Denver, CO
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Insyntrix, a SEO agency, is headquartered in Denver, Colorado. Established in 2002, the team focuses on Search Engine Optimization and Web Design.
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$5,000+$100 - $149 / hr2 - 9Colorado Springs, CO
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KOM Sports Marketing is an Event Marketing company. Launched in 2005, the company is located in Colorado Springs, Colorado. Their services include Event Marketing and Marketing Strategy.
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$1,000+Undisclosed2 - 9Willoughby, OH
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Small Digital Strategy company Visia Marketing, is in Willoughby, Ohio. The team offers Digital Strategy and Marketing Strategy.
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$1,000+$100 - $149 / hr2 - 9Port St. Lucie, FL
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Launched in 2016, Warrior Wealth Solutions is a Business Consulting company. The small team offers Business Consulting 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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$1,000+$100 - $149 / hr2 - 9Richmond, VA
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CreativeMktGroup, a branding firm, is located in Richmond, Virginia. They specialize in Branding and Social Media Marketing.
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UndisclosedUndisclosed2 - 9Honolulu, HI
Services provided
Founded in 2016, Food Gurus Hawaii is a Business Consulting company. The company focuses on Business Consulting and Branding.
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$1,000+$100 - $149 / hr2 - 9Atlanta, GA
Services provided
The Burnette Agency is a small graphic design company established in 2016. Their services include Graphic Design and Social Media Marketing.
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UndisclosedUndisclosed2 - 9Greenville, SC
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Shafer & Huguley is a media planning and buying agency established in 1993. In Greenville, South Carolina, the team offers Media Planning & Buying and Advertising.
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UndisclosedUndisclosed2 - 9Tampa, FL
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Branding company BKN Creative was established in 2015. Located in Tampa, Florida and Denver, Colorado, the team provides Branding and Public Relations.
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UndisclosedUndisclosed2 - 9Westbrook, ME
Services provided
Fluent IMC, a small Marketing Strategy company, is headquartered in Westbrook, Maine. Their services include Marketing Strategy and Branding.
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$1,000+$25 - $49 / hr2 - 9Patchogue, NY
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Ampersand Marketing is a small branding company founded in 2018. Their services include Branding and Search Engine Optimization.
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$1,000+$50 - $99 / hr2 - 9San Francisco, CA
Services provided
150birds is an Advertising company in San Francisco, California. They focus on Advertising and Branding.
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$1,000+$100 - $149 / hr2 - 9Arlington, TN
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DR and Associates is a branding company. Their team is headquartered in Arlington, Tennessee and Nashville, Tennessee. The company offers Branding and Public Relations.
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$1,000+Undisclosed2 - 9Cypress, TX
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Conmigo Media is a small social media marketing firm founded in 2018. Their team focuses on Social Media Marketing and Web Development.
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$1,000+$50 - $99 / hr2 - 9Waltham, MA
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OK Media | Oakland Trust Marketing & PR is a Waltham, Massachusetts-based branding firm. Their services include Branding and Public Relations.
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UndisclosedUndisclosed2 - 9Visalia, CA
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Established in 1990, On the Horizon Communications is an Advertising company. Their services include Advertising and Public Relations.
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UndisclosedUndisclosed2 - 9Vancouver, WA
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Rocket Creative is a branding firm founded in 2004. Their team offers Branding and Content Writing Services.
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$25,000+$100 - $149 / hr10 - 49Roswell, GA
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Content Marketing company Michael Mackenzie Communications was founded in 2001. The small team provides Content Marketing and Public Relations.
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UndisclosedUndisclosed10 - 49Missoula, MT
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Advertising company Windfall Studio offers Advertising and Branding. They are based in Missoula, Montana.
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$5,000+$100 - $149 / hr10 - 49Warwick, RI
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Graphic design company McGuinness Media & Marketing is in Warwick, Rhode Island. Their services include Graphic Design and Media Planning & Buying.
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$5,000+Undisclosed10 - 49New York, NY
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Advertising company HashMark was launched in 2017. The team specializes in Advertising and UX/UI Design.
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UndisclosedUndisclosed10 - 49Wausau, WI
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Kinziegreen Marketing Group is a small Advertising company established in 1966. Their team focuses on Advertising and Branding.
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UndisclosedUndisclosed10 - 49Irvine, CA
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Venture Strategic, an Advertising company, focus on Advertising and Branding. They were founded in 2011.
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$75,000+$150 - $199 / hr10 - 49Mars, PA
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Rebel Fox is an Advertising company. Established in 2016, the team specializes in Advertising and Branding.
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$1,000+< $25 / hr10 - 49Austin, TX
Services provided
Rabbit Rank is a SEO company established in 2024. Their team provides Search Engine Optimization and Content Marketing.
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UndisclosedUndisclosed50 - 249Bismarck, ND
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Marketing Strategy company Engage to Inspire focuses on Marketing Strategy and Media Planning & Buying. They are in Bismarck, North Dakota.
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$5,000+$100 - $149 / hr50 - 249San Antonio, TX
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American Writers Association is a San Jose, California-based Content Writing Services company. Established in 2005, the team offers Content Writing Services and Content Marketing.
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$1,000+$50 - $99 / hr50 - 249San Francisco, CA
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Book Publishing Agency is a branding firm established in 1995. The midsize team provides Branding and Direct Marketing.
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$10,000+Undisclosed10 - 49Columbus, OH
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Located in Columbus, Ohio, 9th Hour is a social media marketing firm. Founded in 2021, the team specializes in Social Media Marketing and Public Relations.
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UndisclosedUndisclosed2 - 9Canfield, OH
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Pecchia Communications is a public relations firm. They were founded in 2005, and their services include Public Relations and Content Marketing.
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UndisclosedUndisclosed2 - 9Miami, FL
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W.I.N. Marketing is a public relations company founded in 2019. Located in Miami, Florida, the team focuses on Public Relations and Event Marketing.
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$5,000+$150 - $199 / hrFreelancerSavannah, GA
Services provided
See all 1 projectsMythograph is a company specializing in voice strategy, copywriting, and brand strategy services. Their reviews highlight a strong cultural fit and alignment with company values, with 100% positive feedback emphasizing their thoughtful and high-standard approach. Clients appreciate their ability to transform complex content into clear and engaging communication effectively.
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UndisclosedUndisclosed2 - 9New York, NY
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Socialike is a social media marketing company. In New York, New York, the team focuses on Social Media Marketing and Search Engine Optimization.
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$5,000+$100 - $149 / hr2 - 9Indianapolis, IN
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The Giles Agency is a SEO services firm. Their small team of employees is located in Indianapolis, Indiana. Their team focuses on Search Engine Optimization and Web Design.
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$5,000+$100 - $149 / hr2 - 9Chicago, IL
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SEO agency Beth Interactive is in Chicago, Illinois. Founded in 2005, the team provides Search Engine Optimization and Web Design.
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$1,000+$100 - $149 / hr2 - 9Houston, TX
Services provided
Envision Marketing is a SEO services firm. Based in Houston, Texas, the firm was launched in 2006. Their services include Search Engine Optimization and Web Design.
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$1,000+$150 - $199 / hr2 - 9Boston, MA
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Paradigm Strategies is a Business Consulting company. The Boston, Massachusetts-based agency was founded in 2000. Their services include Business Consulting and Public Relations.
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UndisclosedUndisclosed2 - 9Dallas, TX
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The Agency Project is a branding company in Dallas, Texas. Their services include Branding and Digital Strategy.
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Undisclosed$100 - $149 / hr2 - 9Alpharetta, GA
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Pinnacle View Inc. Is a graphic design agency. Founded in 2017, the agency is headquartered in Alpharetta, Georgia and Chicago, Illinois. Their team focuses on Graphic Design and Marketing Strategy.
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$1,000+$50 - $99 / hr2 - 9West Palm Beach, FL
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Influence Media Solutions is a branding company. Their team is located in West Palm Beach, Florida and Fort Collins, Colorado. The company offers Branding and Marketing Strategy.
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$5,000+$50 - $99 / hr2 - 9Los Angeles, CA
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Established in 2017, TFN MEDIA GROUP is a social media marketing firm. The team provides Social Media Marketing and Advertising.
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UndisclosedUndisclosed2 - 9Oak Park, IL
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Launched in 2011, Alex Rueda Marketing & Innovation, a small branding agency, is based in Oak Park, Illinois. Their team specializes in Branding and Graphic Design.
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$1,000+$100 - $149 / hr2 - 9Lexington, KY
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Social media marketing agency SAGE Marketing LLC specializes in Social Media Marketing and Branding. They were established in 2017.
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$1,000+$100 - $149 / hr2 - 9Philadelphia, PA
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Revcarto is a PPC agency based in Philadelphia, Pennsylvania. Established in 2019, the team provides Pay Per Click and Content Marketing.
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$10,000+$100 - $149 / hr2 - 9Dayton, OH
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Ruef Creative is a branding agency. Based in Dayton, Ohio, the agency focuses on Branding and Graphic Design.
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$10,000+$200 - $300 / hr2 - 9New York, NY
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Stylista Group is a New York, New York-based social media marketing agency. Their services include Social Media Marketing and Digital Strategy.
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UndisclosedUndisclosed2 - 9Austin, TX
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Launched in 2019, Your Lead Partners is a small Advertising company. Their team focuses on Advertising and Marketing Strategy.
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Get My MatchesWhy Trust Clutch
At Clutch, we believe trust is the foundation of every business relationship. Our mission is to help buyers make confident, data-backed decisions informed by real client experiences.
Every review on Clutch undergoes a rigorous, human-led verification process to make sure it’s valid. Our team of specialists confirms the identity of each reviewer, ensures the project is legitimate, and only publishes reviews that meet our strict criteria.
Verification doesn’t stop at the point of publication. Our Trust & Safety team routinely audits older reviews against our guidelines. When reviews fall short of our standards, we remove them.
We evaluate service providers using a structured methodology that combines:
- In-depth client interviews and ratings
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- Market presence
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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.
Using this unique combination of verified client feedback and provider-supplied insights, Clutch distills the most important details into clear, digestible summaries so you have everything you need to make confident, informed decisions quickly.
We take fraud seriously. Providers who violate our guidelines may face lower rankings, restricted visibility, or removal from the platform altogether.
Clutch’s commitment to transparency is ongoing. We’re constantly refining our systems to protect the integrity of reviews and support you in finding the right agency.
List of the Best 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.