How much does a PR program cost and how is the amount determined?

December 9, 2009


Not surprisingly it is a question we are often asked. In a competitive situation where a potential client is trying to decide between submissions from rival consultancies, how can you decide which one offers the best value for money?

Let me answer the first question first. At DRPR, we charge a monthly professional fee (not a retainer), which is calculated in accordance with the potential level of involvement.

In other words we are pre-selling our hours which are calculated with the aid of a template based on extensive experience of handling similar situations in the past. We work on the principle that when the client opens the envelope and takes out the invoice, there are no surprises as everything has been agreed to in advance. The client can budget and we know what our obligation is towards the client. I have worked under other charging systems in the past, such as hours worked and retainer plus hours. The problem with this system is that everyone becomes preoccupied with how long it took to do the job and not the outcome.

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