Every PR firm knows the drill. Client says here's my budget. Firm divides by twelve. Monthly retainer, same amount, January through December, whether the work demands it or not.

Need a press release? Flat rate. Need ten? Multiply.
Need an editor or a videographer? That's by the hour, and one minute is one hour.

The pricing isn't creative. It isn't strategic. It's arithmetic dressed up as a business model.

And it worked fine, until AI started doing the arithmetic faster. Suddenly teams are twice as productive in half the time, and if you're still selling hours, you're punishing yourself for getting better. Meanwhile, the client's procurement department is happy to keep paying by the hour, because now those hours cost less. So, who's really winning?

The firms who don't rethink how they price will be replaced. Not by AI, but by hungrier competitors who already have.

Watch For
00:00 Why are PR professionals the least creative when it comes to pricing?
00:56 Why do agencies default to retainers even when clients want projects?
05:57 Where do PR firms actually create the most value in a client relationship?
12:20 Is AI killing hourly billing? And what replaces it?
16:28 Should PR firms burn their timesheets for good?

Guest: Blair Enns

Listen on your favorite podcast app
https://storiesandstrategies.ca/podcast/