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Marketing Buzz 12/03

Get what you pay for with pay-for-placement PR.

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This story appears in the January 2004 issue of Entrepreneur. Subscribe »

Pay As You Go

Tired of fat PR agency retainers? Pay-for-placement firms like Annie Jennings PR (www.anniejenningspr.com) offer an attractive alternative. The firm bills only when it's scored a story in one of your "wish list" media. Fees are based on the medium's reach, the contact information included and other factors. A feature in a daily paper may run about $1,500, while an interview on the Today show could hit $6,000.

Reed Byrum, president and CEO of the Public Relations Society of America, cautions that before hiring a pay-for-placement firm, ask:

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