What If the PR Industry Ditched the Retainer Model?

The public relations industry has gotten a bad rep. Too often, we speak with businesses that feel disgruntled or burned by the PR process.

The root of the problem, we believe, lies in the business model employed by many firms: retainer-based relationships. Most PR firms require a six-month to one-year commitment. This setup often breeds dissatisfaction.

What if the model shifted? What if instead, PR could be a resource tapped at the prime time to generate maximum results? In this unique economic climate we find ourselves in, this might be the perfect time to break the paradigm. We challenge the industry to ditch the traditional model and consider shifting to project-based engagements. In the end, we believe both the industry and its clients will be better for it.

There is no question that 24/7 PR support is necessary for some organizations. For companies like Fox News, Nike and Google, their massive scale generates daily coverage and thus a full-time team is essential. But most companies are neither behemoths nor produce press-worthy stories every day — or even weekly.

All publicists know, viable results cannot be generated on a consistent basis if there is no story to tell. When relevant content is non-existent, there can be no media coverage. And when there is no media coverage, PR can feel like a wasted effort.

Instead, consider engaging with clients, and ultimately press, only when there is a compelling story to tell. This approach would dramatically impact the entire PR industry, one that I would argue is for the better. Retainers often lead to complacency. And while PR certainly supports other areas (like events, social media and internal communications), unless there’s one of those campaigns in play, it ultimately comes down to managing media coverage. And if you’re unable to generate public attention through the media, what is the client really paying for?

I challenge all firms to raise the bar, push themselves, and commit to delivering media-driven campaigns in a set timeframe and not simply based on a retainer relationship. It’s certainly possible — we’ve been doing it since our inception in 2013 — but it also makes the job harder. Every project you take on is a business development exercise. It requires your firm to perform and work strategically and diligently on every project signed. But isn’t that how it should be?

Yes, there are many successful firms that appease clients via a retainer-based relationship. But for every happy client, we’d be willing to bet there’s another with the impression that PR is a waste of money. These businesses still need help uncovering and shaping their stories — there are many stories worth telling, but perhaps not one for every day. As such, we believe the project-based approach is a bet worth taking.