I am not sure how it works in other countries, but it is pretty odd for me to see colleagues/potential clients from abroad asking what we charge for every piece of service we provide. I mean the breakdown of all costs of what we do /will do for them by knowing so little about them…
It is weird because you can not prepare a standard PR services price list without understanding the main needs, expectations and so on. Getting a single brief via email or a 15 min. teleconference is most of the time is still not sufficient for breaking down the costs.
For instance we are asked, what we charge monthly for press release dissemination and follow up without telling how many of them we will send . Or what the cost of media relations and interview organizations is.. As you see, these are all vague questions that can not be answered with one exact price .. Even if they tell the numbers, it is not really good to work like selling something at a local grocery store, like two potatoes and three onions.
We try to tell them that it is not PR what they want, it is just some secretarial work and a bit of media relations support. If that s what they need, then it is ok. But case studies and experience show that some bits of PR without analysis and strategic planning does not help you stay strong. It just saves the day. That s why we insist on the fact PR should be sustainable and include every aspect of it, starting from careful SWOT analysis to reporting.