Desk notes By David Krug 1 min read
Stop buying PR retainers
You pay every month. They send a PDF. Maybe a journalist writes about you. Maybe they don’t. Nobody’s on the hook.
David Krug Editor · Austin
You already know how this usually goes.
You hire an agency. You pay every month. They send a media list. Maybe a journalist writes about you. Maybe they don’t. Nobody’s on the hook.
That’s not a product. That’s a hope with an invoice attached.
A floor in writing is the opposite. You pick 5, 10, or 20 placements. There is a 90-day clock. If the number isn’t live, the money comes back. That’s a thing you can put on a statement of work.
Retainers still have a place if you want someone on call, forever, with no number attached. Just don’t confuse that with coverage.
