4 Reasons to Consider a Retainer Relationship with Your PR Agency

Michelle Ashby
Jan 24, 2020

The two main types of business & agency relationships are short-term projects and retainers.

So, what’s the difference?

A project-based approach is often used when focusing efforts on a specific moment in time such as driving awareness for a grand opening, encouraging ticket sales or sign-ups for a special event, conducting media training for spokespeople or writing a communications plan. Most of these types of projects can be completed in a relatively short time frame and are typically billed as a flat-rate or based on an hourly rate. On the flip side is the retainer, in which a dedicated team of specialists execute a range of communications strategies over a longer period (usually 12 months) for a set monthly fee.

Although a project-based approach has its merits, its finite scope and timeline often necessitate a narrow focus on tactical execution over strategy. Therefore, businesses should consider the reasons a retainer relationship could be like your favorite pair of jeans – the perfect fit.

  • Strategy-Driven – We do things differently here. One of our first deliverables to our retainer clients is a comprehensive communications plan that aligns with your business goals. This serves as a strategic, actionable guide for the year with thoughtful measurement tools, so you can always see and track ROI.
  • Capacity Building – As your partner, we’re always on the look-out for ways to capitalize on opportunities, and when you’ve got bigger fish to fry or your team’s stretched thin, you can rest assured that you’ve got a dedicated external team, available 24/7, that knows your brand and business goals to keep the ball rolling.
  • Steady Drumbeat of Communication – To stay top-of-mind in a world where news is “old” in an instant and brands are competing for shrinking column inches, it’s critical to get your message to the right audiences as frequently and diversely as possible. When we’re in it for the long-haul together, we can look ahead to create and seize opportunities in the media on a regular basis which, if done well, will establish strong reporter relationships and help build your reputation as an industry expert.
  • Value – A retainer approach allows us to lean in when unforeseen priorities arise without needing to stop and evaluate expenses. We estimate and set hours for the year and ebb and flow month-to-month as needed to accommodate your budget. No surprise fees or hourly charges here, just transparent, efficient and effective work.

Whether it’s to connect you with customers, the press, or community influencers, Tipping Point Communications is all about building relationships. This is especially true when it comes to working with our clients. A strong and trusting partnership with open communication helps drive thoughtful strategy that leads to results. Having an agency that you’re excited to get a call from doesn’t hurt either! So, no matter what type of relationship you decide is best for your organization, our team of dedicated marketing communications specialists are here to help you achieve your business goals.

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