If you’re on a shoestring budget, pay-per-placement PR isn’t for you.
But if you have the money to spend, it can land you on a top TV show or in a top-tier newspaper or magazine quicker than if you tried to pitch yourself.
Rather than paying a publicist or PR firm a retainer, regardless of whether they generate publicity for you, you pay for every media hit a pay-per-placement firm helps you get.
No publicity equals no fee.
But if they pitch you to a national TV show like “Good Morning, America” and you end up on the show, the fee can be upwards of $10,000. (See “How to Get Booked on the Morning TV Talk Shows.”)
Let’s say several newspaper and magazine journalists see the show and ask you for interviews. Depending on how the pay-per-placement contract is written, you’ll have to pay the publicist an additional fee for each of those articles.
Pay-per-placement, one of the most controversial forms of PR, isn’t for everybody, particularly those on a shoestring budget. Critics say there’s no justification for the outrageous fees. But advocates argue that it makes publicists work that much harder.
I’ve heard journalists complain that overly-aggressive pay-per-placement publicists can make pests out of themselves. I’ve also heard editors say they love PPP publicists who have pitching down to a science and will never waste the journalist’s time pitching lousy story ideas.
The article “Paying for PR–But Only When it Works” explains how pay-per-placement is getting good results for the CEO of a Colorado gift basket company.
If you’re hiring a publicist, don’t interview any candidates until you know the right questions to ask, and you understand how they charge for their services. My ebook “How to Hire the Perfect Publicist” walks you step-by-step through the entire process. It includes a list of questions to ask all potential candidates, shows you how to rank them, how to choose the best one, and how to work with your publicist. The ebook also explains the four ways publicists charge for their services, and the pros and cons of each one.