LARA GEADAH: PERFORMANCE-BASED MODELS ARE THE FUTURE OF PR
In an exclusive op-ed for Communicate Lara Geadah, Founder and CEO of Cameo Communications argues as to why retainer is no longer what works in PR and that the future lies in performance-based payments.
For decades, PR agencies have operated under a traditional model, charging brands fixed retainers for their services, regardless of the outcome. This model, once considered the norm, often leaves brands paying substantial fees with no guaranteed results. As the business landscape evolves and budgets tighten, companies are increasingly questioning the value of paying for effort rather than actual media coverage.
The Traditional PR Model: Understanding Its Limitations
Traditionally, PR was viewed as a craft that required patience, relationship-building, and trust. Agencies would pitch stories, cultivate media relationships, and create brand narratives—valuable work, but not always resulting in measurable outcomes. This model was especially accepted when digital marketing was still developing and metrics were harder to quantify. However, in today's data-driven environment, such ambiguity is less tolerated.
Brands are now asking for accountability. In an era where every marketing dollar needs to be justified, the conventional PR approach—where months of retainer fees could result in minimal or no media coverage—feels increasingly outdated.
Why Performance PR Makes Sense Now
The shift toward performance-based models is not new in the marketing world. Influencer marketing has evolved from flat fees to engagement-based contracts, and digital advertising is almost entirely performance-driven, with brands paying for clicks, leads, or sales. Performance PR operates on the same principle—charging clients only when tangible results are achieved.
Performance PR provides a clear value proposition: brands pay only when coverage is secured. This model mitigates risk for clients and increases accountability for PR professionals. It aligns the interests of both parties, ensuring that agencies focus on securing meaningful media opportunities rather than just fulfilling hours.
Bridging the Gap: The Need for Execution Over Strategy
Many brands, particularly those with in-house PR teams, find themselves stuck between strategy and execution. While they may not need another communications strategy, they often struggle to translate their plans into media placements. Performance PR fills this gap by offering a results-oriented approach that prioritizes deliverables over presentations.
This model is particularly beneficial for smaller brands or those in niche industries, where media coverage can be harder to secure. By removing upfront costs and shifting the financial burden to the agency, performance PR democratizes access to media exposure and levels the playing field for brands with limited budgets.
The Industry’s Next Evolution
As the public relations industry continues to evolve, embracing performance-based models could represent its next significant transformation. PR professionals who adopt this approach will likely find themselves better positioned to demonstrate their value and compete in an increasingly results-driven market.
For brands, this shift offers a refreshing alternative—one where their investments directly correlate with measurable outcomes. And for the PR industry, it presents an opportunity to redefine itself as a critical, results-oriented component of the broader marketing ecosystem. The transition may not be easy, but it could be the necessary step toward building a more transparent, accountable, and effective PR industry.
