Get results from a PR firm: Fees
We read an article with some great advice on hiring a PR firm. (We would recommend reading the entire article yourself, but it has been taken down in the years since 2010 when we first published this post.) This section on fees was especially worth a read.
Phase in the fees.
Retainers for smaller agencies run $2,000 to $5,000 or so per month. But don’t begin on retainer. Set up a specific project with a price tag attached so you can evaluate results.
Paying for customized services is another option. For instance, hire a publicist to write press releases on an hourly basis for about $100 to $250. You can also contract with a PR pro to work in-house for you. Rates vary with experience, say, $50 to $200 per hour. Some PR companies, such as Pinnacle Worldwide, provide a network of international independent agencies, so you can contract for services in any country or city.
We totally agree with their stance on retainers. AGPR welcomes the opportunity to show what we can do on a single project or closed-ended time period before we “earn” a retained relationship.
And yes, the retainer fees mentioned in the article are industry standard. We get paid for our work like any other professional. Most reputable PR firms and consultants can command every penny of that retainer because they offer a great ROI.
Project fees are also a good way to go, too.
Here are some warning signs that usually indicate you will not get what you pay for:
A firm promises “guaranteed results.” No one can ensure press coverage or other specific outcomes. (Editor’s Note: emphasis ours)
A firm does too much research. “There should be a balance between planning and doing,” says Dave Kowal, whose agency is based in Northboro, Mass.
There are proposals with no specifics. You should know exactly what’s planned.
You’re charged an unusually low retainer. This probably means you can’t expect much work.
We hasten to add, however, that an unusually low retainer is often accepted–and plenty of work is done–because many clients will not or cannot pay more. Not all firms that accept a low fee are dodgy; many do it in hopes of establishing a longterm relationship.
That’s tricky, though. Once a PR firm gets into a “lowball” situation with a client, they may never get paid what they’re really worth and end up losing money in the long run.
Be advised…you get what you pay for. If you pay a PR firm a non-professional wage, you’ll likely get non-professional results.
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