After expensive and unsatisfying experiences dealing with retainer-based PR firms that were expected to generate buzz with media outlets, Cynthia ultimately opted for an agency that only charges for actual media mentions. Its an interesting approach--paying only for performance. McKay says that this model has generated great coverage, which in turn has sparked a big increase in sales.
We always like to believe that you get what you for, and unfortunately, too many think that a PR firm that imposes a hefty retainer falls into that category.
Our advice: If you have the passion for your product, and you're comfortable putting on a sales hat--try the old adage :"If you want to do something right , do it yourself." There are certainly some exceptions..as noted in the above anecdote from the front page of WSJ Dec 19 edition... (Hey Rupert---hope you don't mind that I keep on referencing your publication!)
The Situation: After years of trying different public-relations approaches with mixed success, Le Gourmet Gift Basket settled on a pay-per-placement program.
How It Works: CEO Cynthia McKay paid a PR agent an initial fee of $1,000. After that, she pays only when her firm gets a mention in a media outlet.
What It Lacks: Pay-per-placement firms usually just pitch a story and don't offer other services like strategy development.
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