If you are an individual or a small business, the question of what does it cost to hire a publicist or digital marketing consultant is an important one. If you are just looking for an intern to post for you on Facebook and Instagram and you aren’t in need of a professional strategist, plan, campaign, etc., then this may be more than you need. If you are investing in your business, career, product launch, or all of the above, then read on.
Several years ago I wrote a blog about hiring a publicist and it continues to generate traffic and interest. Although the goals of these jobs are the same, the tools we use and the way we go about getting the job done has changed. Instead of becoming less demanding as a result of a shrinking traditional media landscape, our jobs have grown. In order to be successful we have to grow communities, sell to target audiences, conduct events virtually and in person, and get press attention every time we hit a goal. The cost to hire a publicist or marketing consultant is going to be based on the level of experience of the person/team and the amount of time your project is going to take. The more experience, skills, and services you want, the larger the budget.
What Does it Cost to Hire a Digital Marketing Consultant
I specialize in individualized brands, which include authors, experts, academics, thought leaders, and specialists of any kind. Most of these people develop their images on social media in order to gain the credibility they need to sell something or be featured in the mainstream media. The best way to do this these days is through social media. There are so many firms out there offering social media services it is very difficult to know what to pay or what you should get. Here are a few services to look at when you are deciding who to hire:
Plan and Strategy: Whether you are already on social media and are not getting the results you want, or you are completely new to this world, a strategy and plan are important. A lot of people will worry about posting more and creating cool content without understanding how much their efforts are achieving. You need to know that in order to make a difference and accomplish your goals. Firms that offer these services should be spending at least four to six weeks working on your plan and strategy and additional time teaching you how to implement it. The cost: $10,000 – 20,000.
Monthly Content Development and Posting: This job requires a range of things from writing blogs to designing graphics and composing posts on multiple platforms. It will require materials from you including photos, boilerplate copy for your business, and any slogans you use. Video content can come from you directly in the form of single, in-person commentary, or be developed further by your marketing team. This may also include running ads. Posting will include a content calendar, scheduling, and analysis. The range of costs: $600/month for a single campaign on one platform – $2,500+/month on multiple platforms. The cost is dependent on the number of platforms and the amount of content that needs to be produced and scheduled.
What Does it Cost to Hire a Publicist?
I’m sure if you are Lady Gaga you are spending many thousands a month to have a PR team run your brand. At that level you have someone listening and monitoring your brand on social media, planning, posting, blocking press and news stories, granting interviews, and more.
For our purposes, we are going to stick with a more general level of service and cost. Again, there are many service options and people who offer them. I differentiate them in a couple of ways “plug n’ play” and “customized campaigns”.
“Plug n’ Play”: These services are usually very reasonable, but they are limited. If you are looking for someone to accomplish a part of the job for you, like offering a list of media contacts or pitching a set number of outlets, this would work for you. The costs: For a limited campaign or service: $hundreds to purchase lists; $5000+ to be pitched to a specific list of contacts and scheduled for reviews or interviews over a short period of time (6 – 14 weeks).
Customized Campaigns: A campaign like this could involve regional and national media, bloggers, influencer targetting, event planning, national media, and speaking engagements. Depending on whoever else is on your team it could also involve social media and brand management and marketing. If you are looking for long term public relations for yourself and your brand the costs are usually set monthly for a contracted period. If you are planning a single product launch or book launch then the campaign is usually set up as a “project” and charged accordingly. The costs: $3,500 – 5,000/month for a retainer/contract, $20,000+/project.
Whether you are looking to grow your brand, business, or product, it is important to have a plan and a way to execute it. Hiring an expert is an investment. Being informed about the services and costs will help you determine what you will pay to have done and what you will do on your own.