By: Jennyfer Ann Valencia
The public relations industry is at an inflection point, where traditional retainer-based models crumble under startup skepticism and performance demands. Entrepreneurs are now wondering why they keep paying monthly fees for promises when they could pay only for results.
The doubt shows that it is a sentiment triggered by something deeper than cost-cutting. It signals the reimagining of how PR agencies create value for themselves when every dollar must justify its existence. Leading this movement is Spynn, a PR firm that advocates measurable media placements.
Retainers Lose Favor as Startups Seek Value
PR agencies operated like exclusive country clubs for decades, charging hefty monthly retainers while offering vague promises of brand awareness. This model worked in the past when the industry was simpler and startup funding flowed freely. Today’s entrepreneurs, tested by economic uncertainty and armed with analytics, demand concrete returns on investment.
The traditional approach leaves startups vulnerable to agencies that collect monthly fees while delivering little more than activity reports of impressions and reach metrics. The disconnect between payment and performance has created skepticism about PR’s actual value.
“Clients are often stuck paying monthly fees with few results. I knew this wasn’t an optimal model for most companies,” says Matteo Ferretti, CEO of Spynn.
Agencies Put Results Before Assurances
The change reflects movements across professional services. Just like performance marketing replaced brand advertising’s spray-and-pray approach, PR is advancing from relationship-based promises to measurable deliverables. The question is no longer whether an agency can get featured in Forbes but whether it’s willing to stake its compensation on that outcome.
Spynn’s model shows this new standard. Rather than charging monthly fees despite zero results and publications, the agency delivers specific media placements from top publications to industry-specific outlets. This approach has attracted startups who previously felt burned by traditional agencies. Suddenly, PR professionals become true partners in business outcomes instead of vendors. The alignment of interests creates a virtuous cycle where agency success directly correlates with client success.
The distinction between paid vs earned media has also blurred, creating new opportunities for assured placements. While traditional earned media required convincing skeptical journalists, today’s content-hungry digital world offers multiple pathways to legitimate coverage through sponsored content, expert commentary, and thought leadership platforms.
Earning Trust Through Risk Sharing
Perhaps most importantly, performance-based PR rebuilds trust in an industry plagued by skepticism. Too many startups have horror stories of agencies that promised the moon, collected hefty retainers, and then delivered little more than excuses. This erosion of trust created a pattern where entrepreneurs became reluctant to invest in PR, even when it could speed up their growth.
When PR agencies assume financial risk, it could signal genuine confidence in their capabilities. Spynn’s money-back model creates a trust dividend. Clients are more likely to provide access, cooperation, and resources when they believe their partners are truly invested in mutual success.
The model also attracts higher-quality clients. Entrepreneurs willing to work with performance-based agencies tend to be more serious about growth and more collaborative in execution. They understand that achieving measurable results require genuine partnership.
Selecting Clients and Setting Boundaries
The switch is not without complications. Performance-based PR requires agencies to be highly selective about clients, since poorly positioned companies or unrealistic expectations can quickly erode profitability.
Spynn’s method involves working with clients over structured periods, typically three months, with careful publication planning to ensure realistic expectations align with deliverable outcomes. The selectivity ensures both agency profitability and client satisfaction.
There is also the question of scope. While media placements can be ensured, PR objectives like reputation management or crisis communication resist easy quantification. The industry will likely evolve toward hybrid models that combine tangible deliverables with traditional consulting for more complex situations.
A Future Built on Accountability and Trust
The movement toward performance-driven PR indicates a business model change. It is a progression of the entire industry. Startups benefit tremendously from this evolution. When every dollar must work harder, results-oriented PR offers a risk-free path to the credibility and visibility that can accelerate growth. Instead of gambling on promises, entrepreneurs can invest in proven results.
The shift also benefits the ecosystem. When PR agencies succeed only by delivering genuine value, the quality of communications improves across all industries. Better storytelling, more strategic messaging, and authentic thought leadership become competitive advantages rather than marketing afterthoughts.
