Boutique PR Agency vs Large PR Firm

Boutique PR agencies typically employ 5-50 people and serve a focused client roster. The defining characteristic is senior-level involvement—founders and principals work directly on accounts rather than delegating to junior teams.

These agencies often specialize in specific industries or service types, building deep expertise rather than broad capabilities. A boutique might focus exclusively on tech startups, luxury brands, or consumer products, developing specialized relationships and knowledge.

The boutique model thrives on relationships—both with clients and media. Principals often have journalist relationships built over decades and bring those directly to client work. This can translate to higher quality pitches and better response rates.

Boutique agencies typically offer more flexibility in engagement models. They're often willing to structure retainers around specific needs, provide project-based work, and adapt quickly to changing circumstances.

Large PR firms employ hundreds to thousands of people across multiple offices, often globally. They're typically part of holding companies (WPP, Omnicom, Interpublic, Publicis) or large independents with enterprise infrastructure.

These firms offer comprehensive capabilities spanning media relations, crisis management, digital, creative, and analytics. They maintain specialized practices for different industries and can deploy resources across markets simultaneously.

Large firms bring established processes, measurement frameworks, and quality controls. They've handled crises, managed global launches, and navigated complex stakeholder landscapes. This experience provides guardrails and predictability.

The trade-off is that senior leaders typically oversee strategy while day-to-day execution falls to junior and mid-level teams. The largest accounts receive partner attention; smaller accounts may primarily interact with less experienced staff.