, April 8 -- Traditionally, PR agencies charge based on the hours worked, tied to a retainer. But in today's economic climate, it's worth re-evaluating this approach. Instead, consider a deliverables-driven model that offers better value for clients.

Billing is based on hours; countless hours can be spent on conceptualising ideas that never come to fruition or crafting content that never gets published. Even if content does make it to publication, there's no guarantee of its appearance. This renders the investment fruitless when exposure isn't achieved. Additionally, clients may be charged for "additional" work once the allocated time is exhausted, regardless of the campaign's success.

Instead of focusing on hours spent, concentrate on ...