A crypto startup just paid $15,000 to a traditional PR agency. Three months later, it’s had zero Bloomberg mentions, zero podcast bookings, and a couple of tier 3’s and press releases buried on page 47 of a Google SERP.
Sound familiar?
The brutal reality is that 92% of companies report PR agency satisfaction, yet only 63% would actually recommend their agency to others. That gap tells you everything about the traditional PR industry's biggest problem — agencies get paid regardless of results.
After analyzing PR campaigns across hundreds of tech and crypto companies, we’ve seen this pattern repeatedly. Companies shell out exorbitant monthly retainers, cross their fingers, and hope something sticks. Meanwhile, only 34% of PR teams have proper frameworks to measure ROI, leaving most businesses gambling with their marketing budgets.
Performance-based PR flips this broken model on its head. You get featured on Forbes first, then pay the bill. Simple as that.
In this guide, we’ll break down exactly how performance-based PR works, why traditional agencies hate it, and how smart companies are using this model to slash costs while dramatically improving results.
Performance-based PR means you pay only after achieving specific, measurable results. Think "get featured on TechCrunch, then send the invoice" rather than "pay a bunch upfront and hope for the best."
Instead of massive monthly retainers, you agree on specific deliverables — like 3 tier-1 media placements, 500K verified impressions, or 5 podcast appearances with 10K+ audiences. Payment triggers only after these results are delivered and verified.
Most performance-based agencies charge a small monthly retainer covering operational costs like copywriting and initial outreach. This retainer is fully refundable if no placements are secured within 30 days. The real fees come through payments-for-success, such as Forbes mentions, and entries in industry publications or regional coverage.
This model eliminates the guesswork plaguing traditional PR.
No more wondering if your monthly spend will generate actual coverage. No more paying for "relationship building" that never turns into results. You know exactly what you're buying and exactly when you'll pay for it.
While traditional agencies sell time and effort, performance-based agencies sell outcomes. That fundamental shift in accountability changes everything about how PR campaigns are planned, executed, and measured.
Traditional PR agencies operate on a model designed to benefit them, not you. While you're paying $10K-15K monthly, hoping for results, they're collecting guaranteed revenue regardless of whether your brand gets a single mention.
Let us break down three of the most common problems we’ve personally noticed after working several years in the PR industry.
Most tech and crypto companies pay between $10,000-$15,000 monthly for traditional PR services. What are you actually buying? Time, not results.
A SaaS startup recently showed us their agency contract. $12,000 monthly for "strategic communications and media outreach." After six months and $72,000 spent, they received exactly two low-tier blog mentions and a press release that generated zero coverage.
The retainer model creates perverse incentives. Agencies get paid the same whether you land Forbes or get completely ignored. Success becomes optional when payment is guaranteed upfront.
Traditional agencies defend this model by claiming PR is "relationship-based" and "takes time."
But relationships should produce results, not excuses for unlimited billing cycles.
"We need time to build relationships with journalists," agencies say. They're not lying — it does take a massive time investment. The average meaningful journalist relationship requires 100+ hours to develop.
The problem is you're paying for this relationship building, but you don't own the relationships. When you fire the agency, those connections disappear overnight.
One crypto company spent eight months and $96,000 while their agency "cultivated relationships" with TechCrunch writers. The moment they switched agencies, they discovered their previous team had exactly zero transferable media contacts. Every relationship was tied to the agency, not the client.
Worse yet, most agencies guard these relationships jealously. They won't introduce you directly to journalists or provide contact information. You're essentially renting access to their network at $10K+ monthly — forever.
Every agency promises tier-1 coverage during the sales process. "We have great relationships with Forbes, TechCrunch, and Bloomberg," they claim. What they don't mention is that these relationships rarely translate into coverage for clients.
A fintech startup was promised "guaranteed tier-1 placements" by their $15,000/month agency. After one year, they received coverage in three publications. "FinTech Weekly Newsletter" (200 subscribers), "Startup Blog Roundup" (unknown readership), and a two-sentence mention in a local business journal.
Meanwhile, they watched competitors land major features in the exact publications their agency claimed to "have relationships with." The harsh reality is that relationships don't equal coverage, and most agencies oversell their actual influence.
Tier-1 publications have specific editorial standards and story requirements. Your product launch or funding announcement isn't automatically newsworthy to Forbes, regardless of how much you're paying your PR agency.
Performance-based PR operates on the simple principle that agencies get paid when they deliver specific, measurable results. Instead of paying for promises, you pay for verified outcomes.
The model is built for maximum flexibility. Rather than locking into a fixed monthly contract or minimum spend, you choose when and how much PR activity you need. Want to go big for a product launch? Easily ramp up. Need to pause for a slow month? Scale down or stop. No massive budget obligation for quiet periods.
Engagement is tailored to your needs and goals. All commercial details are particular to those, ensuring that you only invest when actual coverage occurs. If you're interested in specific deliverables or want a custom approach for your goals, they can be arranged on a per-client basis.
Payment triggers only activate after placements go live and are verified through screenshots and direct URLs.
Traditional agencies bill for time and effort; performance-based agencies are accountable for outcomes. That flexibility means you never pay for periods of slow activity, nor are you locked into long-term commitments.
Performance-based agencies maintain pre-approved outlet lists to ensure placement quality. These lists specify minimum requirements, including audience size, editorial standards, and publication authority.
Before any campaign begins, both parties agree on acceptable outlets. This prevents disputes over placement value and ensures expectations align from the start.
Verification follows a strict process:
Most agencies target 60-90 days for initial significant placements, though the timeline varies based on story complexity and target outlets.
Since payment occurs after delivery, traditional "refund" policies don't apply the same way.
However, most performance-based contracts include:
Traditional agencies occasionally offer "project-based" pricing, but this typically involves fixed fees for specific activities (such as writing press releases or organizing events) rather than guaranteed outcomes.
Performance-based pricing focuses exclusively on results. You're not paying for the agency to write a press release — you're paying for that press release to generate actual media coverage.
Performance-based PR isn't suitable for every company, but specific business types see dramatic advantages from this model.
Crypto companies face unique PR challenges that traditional agencies struggle to address. Market volatility creates unpredictable campaign timing — a DeFi protocol might need intensive coverage during a bull market but minimal spend during bear markets.
Traditional agencies lock crypto companies into fixed retainers regardless of market conditions. A $15,000 monthly commitment becomes wasteful when token prices drop 80% and marketing budgets get slashed.
Performance-based PR allows crypto companies to scale spending with market cycles. During favorable conditions, they can pursue aggressive tier-1 coverage. When markets turn bearish, they reduce activity without breaking expensive contracts.
Regulatory sensitivity also makes performance-based models attractive. Crypto companies might need to pause PR efforts quickly due to regulatory developments. Traditional retainers create financial obligations during these mandatory quiet periods.
Early-stage startups operate under severe budget constraints while needing to prove marketing ROI to investors.
Performance-based PR eliminates the risk of spending limited runway on ineffective campaigns. Startups only pay when they receive actual coverage that can be presented to investors and customers.
Companies with predictable seasonal demand patterns benefit enormously from performance-based flexibility. E-commerce brands selling holiday merchandise need intensive PR from September through December, but minimal coverage during off-season months.
Traditional agencies require year-round retainers regardless of seasonal relevance. Performance-based agencies allow these companies to concentrate spending during peak relevance periods.
Companies that have experienced poor results with traditional agencies often become ideal performance-based clients. They've learned to demand accountability and measurable outcomes.
These companies typically maintain detailed records of previous campaign failures and have developed realistic expectations about PR timelines and outcomes. They understand the value of paying for results rather than activities.
Not all agencies claiming to offer "performance-based" pricing deliver on their promises. Here's how to separate legitimate providers from traditional agencies disguising retainer models.
These questions quickly separate experienced performance-based agencies from traditional firms attempting to rebrand their services.
Audit your current PR spend and results. Calculate total costs over the last 12 months and list every meaningful placement achieved. This baseline helps evaluate performance-based alternatives.
Set realistic budget expectations. Plan for 3-6 month commitments with monthly retainers plus success fees. Most companies find performance-based PR costs 40-60% less than traditional retainers while delivering superior results.
Define success metrics before starting. Track media mentions by tier, website traffic from PR, and lead generation attribution. Clear metrics prevent disputes and ensure accountability.
Ready to switch from paying for promises to paying for results? The PR Genius specializes in performance-based crypto and tech PR with a proven track record of tier-1 placements. Get featured on Bloomberg and TechCrunch, then pay the bill.
AKT Ventures LTD | THE PR GENIUS are specialized in driving brand awareness through specialized press and media releases for all types of projects. Our services are backed-up by the experience of our experts.
