The publicity business is a 24/7 business. It is like the media, never stopping and always breaking. This said, I don't believe in 'weekend' pr rates because the public relations process is a continued process.
I know many retainer based firms like to charge double their hourly rate if they have to attend, coordinate, respond to questions, or do anything else starting at 5pm on Friday night until 9am on Monday morning. I can't figure out why a rate would double on a weekend when clients and publicists understand the concept of continued news.
I bring this up because someone recently asked me if they should hire a flat rate firm or a retainer-based firm and if there is a difference in work quality. Well, quality of work differences are usually based on the firm's experience and customer service practices, not rate. I know of some very reasonably priced PR firms that offer top-quality services. I can also provide you with examples of $400 an hour corporate PR firms that delegate their staff more to the golf courses than the client accounts.
Either way, if your PR firm is going to charge extra on the weekend then you have a problem. PR issues don't stop at 5pm on Fridays, especially in the entertainment business. If you are seeking to hire a PR firm, make sure you factor this in when hiring a weekend-driven retainer firm. If you are a publicist just starting out, know that this is where your competitive advantage begins!
Until Monday,
COCO the CEO
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