PR pricing was never designed for the way firms create value today. Yet many agencies still default to retainers, hourly rates, and models that no longer reflect how work is actually delivered.

In this episode of Stories and Strategies, Farzana Baduel and Doug Downs speak with Blair Enns, founder of Win Without Pitching, about why PR firms struggle to price their work effectively. From the legacy of timesheets to the overreliance on monthly retainers, the conversation explores how outdated models limit growth, distort value, and leave both clients and agencies dissatisfied.

They also examine why AI is accelerating the decline of labour based pricing, how firms can rethink project and value based models, and why protecting senior expertise is critical. In a market where value is created unevenly, charging by the hour may be the least accurate way to price it.