Flat illustration of businesswoman reaches for star with help of supporting hand symbolizing empowerment

What is it costing your agency right now to avoid those difficult internal conversations? Or to lose your best talent to burnout?

Research from the International Coaching Federation (ICF) indicates remarkable ROI from executive coaching—yet many PR leaders hesitate because of the “mystery” of the price tag. I wish more coaches were transparent about this, because that mystery keeps talented leaders from even exploring whether coaching might be right for them.

So, let’s talk numbers.

If you’re a PR agency leader or a senior communications executive, here is the straight answer: executive coaching for agency leaders typically ranges from $3,000 to $15,000+ for a six-month engagement, depending on the coach’s experience, credentials, and the scope of work. But that number alone doesn’t tell you what you need to know.

But that number alone doesn’t tell you what you need to know. The real question isn’t “How Much Does Executive Coaching Cost For PR Leaders and Executives?,” but “What is it costing me right now to not be the leader I want to be?” So let’s talk about what you’re actually paying for, and how to think about whether it’s worth it.

What Determines Executive Coaching Costs?

Several factors influence what you’ll pay for coaching:

The coach’s credentials and experience. A Professional Certified Coach (PCC) with previous decades of agency or communications leadership experience will typically charge more than someone newer to coaching or without industry expertise. That’s not snobbery, it’s about the value of pattern recognition. When you’ve coached dozens of PR and communications leaders through similar challenges, you can help clients get results faster.

The structure of the engagement. Most coaching engagements run three-to-six months with bi-weekly sessions. Some coaches offer monthly retainers, others work on a per-session basis. Longer commitments often come with better per-session rates.

What’s included beyond the sessions. Some coaches (myself included) use assessments like the Energy Leadership Index, which increases the required investment, but in my view, adds tremendous value. Others include email support between sessions, resources, or group components.

Whether it’s individual or team coaching. Leadership team coaching typically costs more than individual coaching, but it can be highly cost-effective per person and creates alignment across your leadership.

What Are You Actually Paying For?

Here’s what drives me nuts about how people think about coaching costs: they compare it to an hourly rate, like they would for an attorney or accountant. That’s not a helpful comparison.

When you invest in executive coaching, you’re not buying someone’s time. You’re investing in your own growth as a leader. The real question isn’t “What does it cost?” but “What is it costing me right now to not be the leader I want to be?”

I’ve worked with agency leaders who were stuck in the same patterns for years: avoiding difficult conversations, burning out their best people, losing pitches because they couldn’t articulate their vision clearly. What’s the business cost of that? What’s the personal cost?

Research from MetrixGlobal shows an average 788% ROI on executive coaching investments. The International Coaching Federation reports that 96% of executives who’ve been coached would do it again. Those aren’t just feel-good statistics, they reflect real business outcomes.

How to Evaluate Whether Coaching Is Worth the Investment

Don’t pick a coach based on who’s cheapest. (You wouldn’t hire the cheapest agency for your biggest client.) Instead, ask yourself:

Does this coach understand my industry? PR and communications leadership has specific challenges. A coach who’s lived it can help you navigate them faster.

Do I feel like this person can actually challenge me? You need more than a cheerleader. You need someone who will ask you the hard questions and help you see your own blind spots.

Am I ready to do the work? Coaching isn’t therapy, and it’s not consulting. It’s a partnership where you’re doing most of the heavy lifting. If you’re not willing to examine your own patterns and behaviors, save your money.

Payment Options and Insurance

Most executive coaches don’t take insurance, because coaching isn’t a medical service. However, if you’re coaching through your company’s leadership development budget, it may be a business expense. Some coaches offer payment plans to make the investment more manageable.

We start with the Energy Leadership Index assessment and debrief, other valuable assessments from the Institute for Professional Excellence in Coaching (iPEC) and a related debrief, and tutorials on how to create highly effective coaching engagement goals and how to create practical actions that ultimately drive goal achievement.

That’s followed by a six-month engagement with bi-weekly sessions That gives us enough time to work on real change, not just surface fixes. Remember, when you undergo a coaching engagement, you may be replacing attitudes, strategies, thinking, emotions and behaviors that you’ve been implementing for years, even decades.

A Final Thought on Cost

I’ve never had a client tell me coaching wasn’t worth it. I have had clients tell me they wish they’d started sooner.

If you’re considering coaching and want to talk about whether it makes sense for you right now, I offer a complimentary consultation. No pressure, no pitch. Just a real conversation about where you are, where you want to go, and whether coaching might help you get there.

If you’d like to learn more, please book time here.