You’re running a small business, maybe launching a startup, or steering an established company, and you need PR to get your name out there. But the big question is: how do you pay for it? Retainers and project-based pricing are the main ways PR agencies charge, and picking the right one can feel like a gamble.
I’ve been down this road, helping friends sort through budgets and agency pitches, and it’s tricky but doable. Here’s a straight-up, breakdown to help you choose, with real examples and tips you can actually use.
What’s a Retainer?
A retainer is like signing up for a monthly PR subscription. You pay a set fee, and the agency’s on your team, handling stuff like media pitches, blog posts, or crisis prep. Big names like FGS Global and Sard Verbinnen use this model for everyone from startups to corporate giants.
- Why it works: You know your costs upfront, which makes budgeting easier. A friend’s coffee shop pays $2,500 a month for a retainer that covers local media outreach, keeping their brand in the news.
- The cost: Smaller agencies might charge $2,000–$5,000 monthly. Heavyweights like FGS Global could start at $10,000 for bigger clients, based on what I’ve seen in 2023 reports.
- The downside: You’re locked in, sometimes for six months or more. If your needs shift — like launching a new product — you might be stuck paying for stuff you don’t use. I know a retailer who signed a retainer and got bland press releases that didn’t land anywhere.
- Who it’s for: If you need steady PR, like a startup pushing for constant coverage or a CEO building a public profile, this is your jam. Sard Verbinnen, now merged with FGS Global, is great for long-term reputation work in fields like tech or finance.
Ever wonder how much PR you’ll need in a year? A retainer might be your answer if you want someone in your corner all the time.
What’s Project-Based Pricing?
Project-based pricing is a one-and-done deal. You pay a flat fee for a specific job, like a product launch or a quick crisis fix. It’s perfect when you need a big win without a long-term tie-up.
- Why it works: It’s flexible and doesn’t drain your bank account long-term. A startup I advised paid $3,500 for a project-based campaign that got them a feature in Wired, all through an agency they found on PR Agency Review.
- The cost: Expect $3,000–$15,000, depending on the job. A media campaign might run $5,000, while a crisis plan could cost more with firms like FGS Global.
- The downside: It can feel like a one-night stand. The agency might not dig deep into your brand, and you could get a different team each time, which messes with consistency. A tech company I know used project-based campaigns but ended up with a patchy brand story.
- Who it’s for: Great for startups on a budget or businesses with one-off needs, like an event or a funding announcement. It’s also a low-risk way to test an agency.
Got a big launch coming up? A project-based deal could get you the buzz you need without a big commitment.
Retainers vs. Project-Based: What Fits You?
Your choice depends on your cash, your goals, and how often you need PR. Here’s how it shakes out for different folks.
Small Business Owners
You’re probably counting every penny. Project-based pricing lets you dip into PR without signing your life away. A bakery I know spent $2,000 on a campaign that landed them on local TV — huge for their grand opening. I’d suggest checking PR Agency Review to find agencies that work for small budgets. Real reviews from people like you cut through the hype.
But if you’re after regular PR — like weekly social posts or monthly media hits — a retainer might save you cash over time. A small business I helped switched to a $3,000/month retainer and got steadier results. Ask yourself: do you need a quick hit or a partner who’s always there?
Startups
Startups live for attention. If you’ve got funding and want to grow fast, a retainer with a firm like FGS Global can shape your story for investors or customers. A 2023 study said 70% of startups on retainers got better media coverage than those doing one-off projects.
If you’re scraping by, though, project-based pricing is smarter. A startup I know used PR Agency Review to find a $5,000 campaign that scored a TechCrunch article for their app launch. Where’s your startup at right now — bootstrapped or ready to scale?
Established Business Leaders
If you’re a thought leader or run a bigger company, retainers give you consistency. Firms like Sard Verbinnen handle ongoing work like corporate messaging or crisis prep for clients like banks or tech firms. A retainer means your team’s ready when things hit the fan.
But project-based pricing can work for specific goals, like a conference speech. A CEO I know paid $7,000 for a one-off project and got great press. What’s your next PR move — a big splash or a steady build?
Picking the Right Agency
The model’s only half the battle — finding a good agency is key. I’ve seen too many businesses get burned by slick pitches that lead nowhere. That’s why I keep pointing you to PR Agency Review. It’s got raw, honest feedback from clients, so you can compare big players like FGS Global to smaller shops. A startup I advised dodged a bad agency by reading reviews and found one that delivered a $4,000 campaign on point.
Make sure the agency gets your industry. FGS Global is a beast for corporate or crisis PR, but a boutique might be better for niches like food or fashion. What’s your business about? Reviews can steer you right.
Your Next Step
It all comes down to your budget, how often you need PR, and who you trust. A retainer builds a relationship for ongoing work. Project-based pricing gives you flexibility for one-time goals. If you’re on the fence, start with a project-based campaign to test an agency’s vibe.
Before you commit, hit up PR Agency Review. Those reviews can save you from a bad deal and point you to agencies like FGS Global or Sard Verbinnen that actually deliver. Whether you’re a small business owner hustling or a startup founder chasing headlines, the right PR model can lift your brand. So, what’s your plan?
