PR agency retainer vs pay per placement.
A PR agency retainer pays a team monthly to pitch journalists, with coverage that depends on what reporters choose. Pay per placement means you pay a flat price for a specific placement that is published or refunded. Retainers suit ongoing earned media at scale. Pay per placement suits fast, certain proof on a set budget.
The comparison
| Factor | PR agency retainer | Pay per placement |
|---|---|---|
| Pricing | Monthly retainer, often with a minimum term | Flat price per placement |
| Certainty | Coverage varies | Published or refunded |
| Speed | Often months to first coverage | 7 to 14 days for most press hits |
| Control | Agency chooses targets | You choose the outlet |
| Best for | Ongoing earned media at scale | Fast proof on a fixed budget |
Choose pr agency retainer when
- You have budget for an ongoing team
- You want earned coverage across many outlets
- You have regular news to announce
Choose pay per placement when
- You want certainty before you spend
- You need proof live quickly
- You prefer to buy outcomes, one at a time
Our recommendation
Get both models under one roof: guaranteed placements at flat prices, plus earned outreach through Full-Service PR or the Authority Program when you want ongoing coverage.
Common questions.
What does pay per placement cost here?
Guaranteed Press Hits are $497, the 3-Pack is $1,197 and premium tier-one outlets start at $3,997 per outlet.
Do you offer agency-style outreach?
Yes. Full-Service PR Campaigns put a senior publicist on your outreach from $18,000 for 3 months.
Is pay per placement earned media?
Guaranteed placements are bought, so they are not earned media. They give you credibility proof fast.
Which should I start with?
Most clients start with a guaranteed placement for proof, then add earned outreach.
Ready to become the name buyers trust?
Book a 30 minute strategy call with Zach, or pick the path that fits: do it yourself, done with you or done for you.