The PR Council’s latest Labor Bill Rate Study shows hourly rates are on the rise across nearly every role in the industry, with the most significant increases in PR-specific positions. (As a reminder, this study reflects rates in use with clients, not rate cards.)
This data confirms what industry leaders already know: our work has never been more valuable. PR drives reputations, influences markets, and, increasingly, shapes the outputs of AI models that power how the world learns, buys, and behaves.
The AI Factor in Pricing
Next year’s client budgets and scopes of work are already being discussed. If they aren’t already, client CFOs and procurement teams are beginning to demand AI-related discounts.
“We need to get ahead of that with smarter pricing models, including solutions-based and value-based approaches that reflect our true impact and protect profits,” emphasizes PRC President Kim Sample.
Earned Media’s Role in the AI Era
The Council’s AI Loves PR series continues to show how essential earned media is to large language model performance. PR is having a moment to lean into that relevance, reaffirm its business impact, and raise rates accordingly.
A Call to Lead
The PRC urges members to test, learn, and lead together in embracing innovation in pricing, demonstrating value in the AI era, and securing a stronger future for the profession.