Project-Based PR Work vs Retainer: Pitfalls and When It Fits

Project-based PR work carries three risks: the agency learns your brand slowly, the work gets rushed, and the relationship rarely compounds. Use a project for a defined, short deliverable, and use a retainer when you need sustained results. This guide compares both models and lists the questions to settle before you sign either one.

Originally published September 2019. Updated Oct 10, 2026.

Why are brands moving to project-based agency work?

Brands are moving to project-based work to protect budgets and trim the number of agencies they keep on roster. Digiday reported in 2019 that, as marketers narrowed their agency rosters, some chose to work with agencies on a project basis. Project work lets a brand test an agency on one deliverable before committing to a longer deal.

What are the pitfalls of project-based agency work?

The main pitfalls are a slow learning curve, rushed output and weaker accountability on both sides. Each one traces back to the same cause: a short engagement gives the agency little time to learn the client.

Does the agency understand your brand voice in a short engagement?

An agency needs time to learn a client's products, audience and voice, and a single project rarely provides it. A rush job for an unfamiliar client can produce subpar work and wasted spend. The cost shows up as extra revision rounds, not as a line item.

Do clients take project pitches as seriously as retainer pitches?

Clients often invest less in project pitches, and agencies feel it. A Digiday source said that in a project-based situation an agency is more likely to see ghosting, meaning no reply after a pitch, and that agency-of-record relationships see little of it. A brand that ghosts agencies also loses the goodwill that produces better work later.

Can a project build lasting results?

A project can deliver a defined output, but it rarely builds the compounding results that press relationships, executive visibility and crisis readiness need. Those results depend on repeated work over many months. A one-off project resets the clock each time.

Project-based vs retainer: how do the two models compare?

When does a project make sense?

A project makes sense when the deliverable is specific, the timeline is short and success is easy to define. Examples include a product launch announcement, a one-time research report or a media training session. A Malaysian agency executive quoted by Marketing-Interactive suggested that brands test agencies through smaller projects first to assess chemistry, which is a sound use of the model.

What should you settle before signing a project agreement?

Settle five points in writing before signing: the exact deliverables, the number of revision rounds, the timeline, who on the agency team does the work, and what happens if the project turns into ongoing work. A written client-agency agreement prevents most disputes that arise on short engagements. Use the same discipline you would apply when choosing a firm for a retainer, as described in ten markers of a good PR agency.

What is the decision?

Choose a project when you can name the deliverable and the finish date, and choose a retainer when the goal is lasting visibility. If you start with a project, plan the next step in advance so that a good result becomes a longer relationship instead of a restart.

Source: Digiday on brands ghosting agencies.