May 9, 2015
Why is public relations so expensive? Because you continue to pay the ridiculous monthly retainer fees that firms charge. Without question. You don’t even expect them to quantify the return you will receive on the investment they are asking you to make. The reason public relations is so expensive is your fault.
The first question that any PR company asks when you enquire about working with them is ‘what’s your budget?’ And you tell them. At least, you tell them the number you think is the going rate for the cookie-cutter PR ‘strategies’ most sell comprising a standard set of activities and, let’s be honest, very little strategic input. It’s like playing poker where you show all of the other players your cards – and then wonder why you always end up losing your shirt.
If you want to make public relations more affordable here are three easy things you can do:
Only you have the power to change the price of PR retainers, by voting with your money. If you refuse to buy in the way that most PR firms sell then they’ll have to change. But, while you continue to play their game – a game they’ve loaded to ensure they always win, PR will continue to cost thousands of dollars every month and continue to deliver little value for your investment.
It’s up to you!