Choose a project or retained scope
A project suits a launch, report, event or defined campaign. A retainer suits continuing media relations, reputation, executive communications and issue readiness.
Ask what activity is included, which work triggers a new estimate and how urgent requests are handled.
Look at the team behind the fee
The price reflects senior judgement, strategy, writing, local media knowledge, research, coordination and reporting. Request named roles and the proportion of senior input rather than relying on an agency-wide credential deck.
A low fee can conceal thin supervision or no in-market expertise; a high fee still needs a clear account of value.
Make international costs visible
Translation, local editing, partner agencies, multilingual monitoring, travel and time-zone coverage should appear as explicit assumptions. One global press release is not equivalent to media relations in several countries.
Separate central strategy from local execution so that the programme can scale only where the business has a real objective.
Distinguish PR from paid distribution
Editorial coverage is independently decided and cannot be bought or guaranteed by a PR agency. Sponsored content, creators, production, events and media spend should be budgeted and labelled separately.
Pass-through costs need approval rules, mark-up disclosure and a clear documentary trail.
Measure useful progress
Review message accuracy, relevant relationships, spokesperson readiness, quality of coverage, qualified visits and commercial follow-up. Raw reach does not show whether the programme changed reputation or behaviour.
ICON IMAGE scopes international PR after a diagnostic brief, making markets, roles, evidence and expected decisions visible before work begins.
Editorial sources
Primary sources used to verify the factual statements and publication dates in this article.