How to Define Crisis Communications Rates: A Practical Guide for PR Professionals

 

Crisis communications is one of the most high-stakes, high-value services a communications professional can offer. Whether it's managing a product recall, handling executive misconduct allegations, or responding to a data breach, clients rely on skilled PR experts to guide them through turbulent times — fast and effectively.

But how do you price that value?

Unlike traditional PR services, crisis comms requires immediate response, senior-level expertise, and strategic counsel under pressure. That means your pricing should reflect both the urgency and the impact.

Here’s a practical guide on how to define crisis communications rates.

💡 Understanding the Value of Crisis Communications

Before setting your rates, it’s important to recognize what makes crisis work different:

  • High urgency: You're often working nights, weekends, or in real-time.

  • High stakes: One wrong message could impact stock prices, legal liability, or brand reputation.

  • Specialized skillset: Crisis PR involves legal alignment, media management, and internal comms.

  • Short-term, intensive engagement: It’s not always ongoing work, but it’s intensive when needed.

These factors justify premium pricing — not just for your time, but for your decision-making expertise.

🧾 Common Pricing Models for Crisis Comms

1. Hourly Rate

Many consultants charge a higher-than-normal hourly rate for crisis work — typically 1.5x to 3x their standard rate.

Example:

  • Standard hourly rate: $150

  • Crisis rate: $250–$450/hour

Pros:

  • Clear and straightforward

  • Ideal for unpredictable scope

Cons:

  • May lead to client concerns about open-ended costs

2. Retainer (Crisis-Ready Package)

Agencies or consultants often offer a "crisis comms retainer" that guarantees availability in case of emergency.

Example:

  • $2,000–$10,000/month depending on risk level

  • Includes standby access, quarterly planning, and a defined number of response hours

Pros:

  • Predictable income

  • Builds long-term relationships

Cons:

  • May go unused if no crisis occurs, so value must be clear

3. Flat Project Fee (Per Crisis)

For defined incidents, you can offer a flat fee to handle a specific crisis from beginning to end.

Example:

  • $5,000–$25,000 per crisis, depending on scope and visibility

Pros:

  • Transparent for client

  • Good for one-time or short-term issues

Cons:

  • Must clearly define scope (what’s included vs. extra)

4. Day Rate

Used for intensive media training or on-site crisis management.

Example: $1,500–$5,000 per day

Pros:

  • Premium for full-day access

  • Great for real-time response days or team workshops

💬 Factors That Influence Your Crisis Comms Rates

  • Urgency (after-hours, weekends, immediate response?)

  • Reputation risk level (local vs. national attention?)

  • Industry (finance, healthcare, and tech often face higher risks)

  • Company size (a Fortune 500 crisis is not the same as a startup issue)

  • Scope of work (media response only? Or also employee/internal comms, legal coordination, etc.)

🛡️ Don’t Forget: Add-on Services You Can Charge For

  • Media monitoring/reporting

  • Legal coordination

  • Drafting internal/external holding statements

  • Stakeholder mapping and message matrix

  • Post-crisis audit/report

📌 Sample Line Items for a Proposal

ServiceDescriptionPrice
Emergency ConsultingUp to 5 hours of same-day crisis response$2,000
24-Hour On-Call SupportImmediate availability for 24 hours$3,500
Crisis Plan DevelopmentCustom strategy + template messaging$4,500
Retainer (Monthly)Priority access + 10 response hours$7,500/month

✅ Final Thoughts

Defining your crisis comms rates isn’t just about billing — it’s about valuing your expertise in moments when clients need it most.

Be transparent, set boundaries, and explain the “why” behind your pricing. A client in crisis will pay for clarity, speed, and experience — and they’ll remember who had their back when it mattered most.

TL;DR:
Crisis comms is premium work. Price it accordingly, justify it clearly, and build packages that protect both your time and your client’s brand.

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