Companies typically hire PR agencies based on a retainer. That basically means that the client pays the agency a fixed fee each month. The expectation is that the agency will work diligently to get you placement (along with a number of other PR services). Success-based PR instead offers a pay-per-placement approach, which basically means that the client only pays the agency if there is a placement. No press coverage, no fees. It’s that simple. It’s obvious to see the benefits here. Many retainer-based PR agencies can bring a lot of benefit to your company and may exceed expectations. However, there is never a guarantee so the alternative (pay-per-placement) can be very attractive for companies, especially if they are on a budget.