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PR Glossary
PR Retainer: definition
PR rewards consistency. Relationships with journalists, a steady drumbeat of coverage and a growing reputation build over months, which is why most brands work on a retainer rather than isolated projects.
The scope of a retainer is agreed in advance and reviewed regularly, so the investment maps to clear outcomes rather than an open-ended commitment.
Project engagements still make sense for defined moments like a launch, a funding announcement or a crisis, and many brands combine the two.
Related service
PR ServicesPR (Public Relations)
PR stands for public relations. A PR agency is a firm that manages an organisation's public image and media coverage on its behalf. The team earns coverage, builds reputation, handles communication with journalists and stakeholders, and responds to issues, so a brand is understood and trusted the way it intends to be.
Public Relations
Public relations is the practice of managing how an organisation is perceived by earning trust and coverage rather than buying it. It uses media relations, content, events and communication to build and protect reputation with the public, media, customers and other stakeholders. Unlike advertising, the attention it earns is credited to independent sources, which makes it more credible.