There was one project I took on that required a great deal of planning, fundraising, research and commuting over a number of months. It was important for me to convey the importance PR has on a company as well as convey the benefits of handling the work for them. It just might be the case that your services are outside their budget, so either do what you can with what they have, or do the work for the sake of experience.
Remember too! The more experience you have, the better work you can do, and clients hire for expertise.
Negotiating is communicating your worth, so handle with care, and don’t get washed over. (See what I did there?)
— with Igor Balla.