How do PR agencies charge? Retainer vs. project vs. pay-for-placement
PR proposals usually use a monthly retainer, fixed project fee, or pay-for-placement charge. A retainer reserves recurring capacity. A project covers a defined event or deliverable. Pay-for-placement ties the fee to publication and requires the buyer to determine whether the result is earned editorial coverage or paid distribution. Match the model to the work before comparing prices.
| Model | You pay for | Fits the buyer who |
|---|---|---|
| Retainer | Ongoing access and pitch volume | Has a steady stream of news to feed it |
| Project | One scoped deliverable with an end date | Has one launch or funding moment, then quiet |
| Pay-for-placement | Each article that runs | Wants a guaranteed article count, which only paid content can promise |
A retainer fits recurring news and ongoing reporter outreach. PressFriendly activity records count 7,000+ targeted pitches a year to 2,500+ reporters across the agency, but one client's scope should state its own cadence, services, reporting, and exit terms. Use contract length and notice terms to review the commitment separately from the monthly fee.
A project fee fits one bounded event:
- Coming out of stealth
- A funding round
- A single product launch
Insist on a defined deliverable, a fixed fee, and an end date. The scope-of-work page covers what that document should spell out. If a proposal answers a bounded brief with an open-ended retainer, ask why.
Pay-for-placement needs a channel disclosure. An independent editor controls earned publication, so a guaranteed article may instead rely on sponsored content, syndication, contributor access, or vendor-owned sites. Ask who controls acceptance, whether money reaches the publisher, and how the article is labeled. Guaranteed coverage is a warning sign explains the editorial and disclosure checks.
Pick the model that matches your news flow, then negotiate scope and term inside it. Our retainer plans are public on the pricing page.