Why it’s hard to put a price tag on strategy and expertise

One of the most common questions we hear as a communications agency is: How much will it cost? 

It’s an understandable concern—budgets are tight, and businesses need clarity on their investments. But here’s the thing: Communications, and especially PR, isn’t a one-size-fits-all service. Even a seemingly straightforward task can take anywhere from a few hours to several days, depending on the complexity of the topic, research required, and strategic planning involved. 

But the real question isn’t how many hours we spend—it’s what value we create. How do we help you reach your goals? How do we craft messages that resonate, open doors, and build meaningful connections? 

Beyond deliverables: The true value of strategic communication   

Great communication isn’t about selling pre-packaged services—it’s about providing expertise, industry insights, and creative problem-solving, all tailored to your unique needs. What you’re paying for isn’t just a press release, a campaign, or a strategy document—it’s access to our network, our know-how, and years of experience navigating complex markets and media landscapes. 

Every project is different, which is why we don’t believe in arbitrary pricing. Instead, we ensure that cost estimations are fair, transparent, and aligned with your goals. 

Collaboration first, pricing second 

Before discussing numbers, we invest time in understanding your objectives. We work closely with you to assess your needs, expectations, and the best approach for achieving results. Once we’re aligned on strategy, we provide a clear cost structure—one that remains stable unless the scope changes significantly. 

For larger, more complex projects, we often recommend a test phase. This allows both sides to evaluate the necessary effort and refine the approach before committing to a long-term plan. It ensures clarity on what’s involved and guarantees that the investment is proportionate to the value delivered. 

Reviewing, adapting, and maximizing impact 

Whether it’s a one-off project or an ongoing retainer, we believe in continuous evaluation. Every few months, we sit down to analyze results, assess effectiveness, and refine strategies. This ensures that your investment is delivering measurable outcomes and that we stay agile in adjusting to new challenges or opportunities. 

AI in communications: Helpful tools – not always shortcuts 

In today’s world of AI-powered tools, it’s easy to assume that communication work should be faster, easier, and cheaper than ever before. But the reality is quite different. 

AI can assist with drafting, research, and automation, but it doesn’t replace strategy, nuance, or human creativity. In fact, AI-generated content often requires even more expertise—to refine, adapt, and ensure messaging is accurate, brand-aligned, and effective. 

Simply put: AI is not less effort—it’s different effort. While it can enhance efficiency, it doesn’t eliminate the need for deep market understanding, storytelling expertise, or media relationships. That’s why communications pricing remains rooted in expertise, experience, and value creation—not just time spent. 

Value-based pricing: investing in impact  

At the end of the day, PR and communications are about delivering real value. It’s not just about generating media coverage or launching a campaign—it’s about the long-term impact of well-crafted messaging, strategic positioning, and meaningful engagement with your audience.  

By taking the time to understand your needs, set clear expectations, and tailor our approach, we ensure that every euro, dollar, or pound spent is a smart investment. 

Let’s start the conversation—because great collaboration begins with understanding, not just numbers.  

Does this approach align with your goals and values? Let’s talk! hello@akp-communications.com