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AGENCIES PLAN YOUR BUDGET
Page 41
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Most agencies will want a monthly retainer based on what you have asked them to do. Some individuals, often ex-journaltsts, sell their services by the day. Generally 2130 will get you someone relatively new to the industry and £400 a day will buy you a seasoned ex-journalst from your sector. It is probably more cost-effective overall to pay for the project rather than a daily rate, particularly if you are likely to change your mind about what you want.
David Bellis of Garnett Keeler PR says: "Many road transport corn
panies get burned when PR agencies work on daily or hourly rates because they have no idea how long it will take to achieve their goals, and bills can rocket. A flat fee for clear objectives can be attractive." But he warns you must also understand how hard your agency will have to work to make things happen. 'Some clients think PR happens in a moment of alchemy between you and the editor. In fact, 80% of the work happens before you ever approach a journalist, starting with having a good story to tell.'