AI is Impacting How Agencies Bill – Here’s Our Take on It
AdAge and the Wall Street Journal among others have reported on how the communications industry is changing its billing structure because of the impact of artificial intelligence on agencies. There is a growing shift to outcomes billing that reflects what we’ve known at Common Ground Public Relations since day one: the best public relations campaigns—and the best partnerships—aren’t measured by hours; rather by the strength of the strategy, the clarity of the message, and the impact on the audiences that matter the most.
A welcome shift to outcomes
As agencies reimagine their billing models like embracing flat fees and deliverables-based pricing, CGPR clients won’t find anything new. That’s because we’ve always based our marketing communications proposals on what success looks like.
Of course, we consider time in our planning process. But the real value comes from the talent of the team members who ask better questions, craft stronger narratives, and motivate the audiences our clients need to reach.
What outcomes should look like in public relations
- The right message in front of the right decision maker, whether that’s an editor, investor, policymaker, or B2B customer.
- Spokespeople who are prepared and confident, able to respond with clarity, confidence, and credibility to master any interview or presentation.
- High-impact storytelling, from bold marketing campaigns to nimble, creative moments that punch above their weight.
- Events and activations that drive engagement and create memorable interactions.
Why it works
This approach lets us offer:
- Predictable communications campaign budgets based on real deliverables.
- Flexibility to adjust scope and strategy as circumstances change.
- Focus on value, not volume of hours.
A model built for trust
Our clients aren’t buying time—they’re investing in partnerships over time. This is the bedrock beneath our relationships that span years. This month we mark our 22nd birthday and have the honor of doing so with client collaborations that have lasted that long.
