Is This the End of Expensive Retainers in PR?

In an industry where PR agencies typically charge hefty retainers for strategy and consultation, Cameo Communications is shaking things up with its performance-based PR model.

Here’s the thing: brands usually hire PR agencies for a range of services, like strategy development, planning, and brainstorming. These services are valuable, but they come at a high price. And for a lot of businesses, especially smaller ones, it’s just not affordable. Even larger companies with in-house marketing teams often don’t need the full package. They may only want help with media coverage, not the whole strategy process. That’s where Cameo’s performance-based PR comes in.

With Cameo, businesses—whether they’re SMEs or bigger companies with their own marketing teams—can work with them without being tied to expensive retainer agreements. And here’s the best part: Cameo only charges for the media coverage they actually secure, not for the time spent trying to make it happen.

So, why is this such a big deal?

Traditionally, clients have paid large retainers for services like brainstorming and pitching, but there’s no guarantee that any media coverage will come out of it. This can lead to frustration because businesses end up paying for the time spent planning, not for actual results. Cameo is tackling that problem head-on.

Their Pay-As-You-Go model offers a transparent, cost-effective alternative. You only pay for the media coverage you get—nothing more. It starts with a small fee to create a press kit or other content needed to drive results. Cameo also offers free consultations on how to secure coverage and can help prepare target media lists.

Once that’s sorted, clients only pay for secured media coverage. The cost varies depending on the size and type of feature, but it means businesses are only paying for real, measurable results. This makes the model ideal for businesses that need PR exposure but don’t want or need a lot of strategy and planning. For companies that do want a full PR campaign, traditional services are still available, but if the focus is purely on media coverage, Cameo offers a low-risk, results-driven option.

Since its soft launch just two months ago, the Pay-As-You-Go service has already gained traction. They’ve brought on clients from various sectors like real estate, finance, F&B, and tech. It’s proving to be especially appealing to businesses that want PR but can’t afford traditional retainer models.

As Lara, the Founder and CEO of Cameo Communications, explains: “We saw a real gap in the market for a service that delivers results without clients having to pay for strategies they might not need. Our model is simple, fair, and transparent. Clients only pay for the coverage we secure. We’re the first agency in the UAE to offer this approach, and we’re confident it’s going to change the industry as more businesses see the benefits of paying for performance and getting measurable results.”