WHITO GLOSSARY · MEASURED DEFINITIONS
A monthly fee for ongoing press and publicity work. UK PR retainers start around £2,000 to £3,500 a month for a few consultant days, rising to £3,000 to £8,000 for consistent proactive activity.
The number: UK PR and Press Release Costs.
What it means in practice
A PR retainer buys attention and relationships, and both are invisible on an invoice. That is why the range is wide and the deliverables are often vague.
Fix the deliverables before the fee: how many stories pitched, to whom, with what evidence. A standalone press release is a known, small cost; use it to calibrate.
Whito stage: Scale. This matters once the basics are already converting.
The numbers to hold onto
- UK PR retainers run £2,000 to £3,500 a month for a few consultant days, £3,000 to £8,000 for consistent activity. UK PR and Press Release Costs.
- A standalone press release costs £150 to £400 to distribute. UK PR and Press Release Costs.
Where to go next
Related: Brand identity, UGC, Nano influencer