As we navigate the “Asia Century,” where the Asia-Pacific (APAC) region is projected to command 40% of the world’s GDP by 2040, many business leaders often ask me why their PR and communication retainers cost more than what their B2C counterparts pay. Many of these businesses are in the “serious tech” space, such as AI, cybersecurity, robotics, and industrial automation, certainly not consumer businesses such as restaurants, smartphones, or headsets.
With nearly four decades of experience in strategic communications and branding, and as a pioneer in the APAC tech and communications space, I present the stark reality of why B2B communications requires a premium, a retainer, and the direct attention of your C-suite.
FAQ: Why do B2B retainer programs cost more than B2C in APAC?
The short answer is that you need a “surgeon” to do the job.
Imagine this: would you prefer to entrust your heart surgery to a qualified and deeply experienced heart surgeon who can ensure your successful recovery, or would you choose to have it performed by someone less qualified?
B2C PR often benefits from “mass appeal.” It is relatively easy for even a junior practitioner to pitch the latest branded smartphone or lifestyle gadget. The media “gets” it instantly, and the public wants to read about it. The barrier to entry for the story is low.
B2B presents a unique challenge. We are dealing with esoteric, highly technical, and “vertical” subjects such as enterprise software, cybersecurity, AI (artificial intelligence), industrial robotics, supply chain automation, healthcare, health tech, or pharmaceuticals. These are not topics that a generalist or junior executive can easily digest, let alone pitch effectively, and do it consistently for the long haul. To succeed, your agency partner must be a “techie” at heart. At our firm, we pride ourselves on being able to take a client’s most complex concepts and “translate” that jargon into accessible news that makes sense to stakeholders. This requires a level of seniority and technical literacy (like a lead consultant who has been programming since the 1970s) that commands a higher professional fee.
Furthermore, the media landscape in APAC has shifted dramatically. The traditional B2B trade media is in decline and rapidly shrinking. Unlike the consumer space, where there are more media outlets, B2B opportunities are fewer. Securing coverage for “unsexy” vertical topics in mainstream Tier 1 media is incredibly difficult and requires deep, long-standing relationships and a strategic “newsjacking” approach that only seasoned veterans can execute. You aren’t paying for “effort”; you are paying for the expertise to navigate a shrinking map.
But to put B2B communications retainer costs into perspective, you typically pay a lot less than you might imagine. You usually only pay about the monthly remuneration of an executive or manager for the time and effort of senior counsel and support team from a boutique PR agency. It is excellent value and great returns on investments.
FAQ: Why shouldn’t PR report to a marketing lead?
This is because reputation is not synonymous with lead generation.
It is a dated practice to have public relations (PR) leaders report to marketing leads. Traditionally, marketing focuses on lead generation, sales enablement, and market entry—assertive and persuasive activities designed to drive immediate revenue.
PR, however, is the custodian of your corporate reputation. It builds trust, credibility, and authority. In a crisis or a “hiccup,” the tone of voice required is authentic, empathetic, and truthful—often the opposite of a sales pitch. When PR sits behind marketing, it gets buried under sales KPIs and loses its strategic agility.
More importantly, PR is a C-suite activity. Corporate branding and reputation management require immediate, direct communication from the CEO or president. If a crisis hits, your C-suite must work directly with your communications counsel to mitigate issues expediently. Adding a marketing layer creates delays and filters that can turn a small problem into a public uproar or even a financial and legal landmine. The most enlightened CEOs worldwide now have PR heads report directly to them, ensuring that the “Red Team” perspective reaches the top without distortion.
FAQ: Why do we need a retainer? Can’t we just do “ad hoc” projects?
You cannot “surge” trust overnight, especially for B2B businesses.
Many companies try to treat PR as an “ad hoc” activity to save costs, but this is a strategic error. A retained program is paramount for sustained traction. Here is why:
1. Rapid Response (RR) & Newsjacking: The news cycle in APAC is relentless. Opportunities to insert your brand inin breaking story (“newsjacking”) happen in real-time. If you do not have a retained partner monitoring the landscape and ready to act, you miss the boat. You cannot negotiate a contract when the news is breaking.
2. Sustained Outreach: Building mindshare for complex B2B products and solutions is a marathon, not a sprint. It requires a steady drumbeat of thought leadership, not “one-off” announcements. This process requires committed, sustained communications and direct pitches to journalists in the media, and not a “news wire distribution” exercise that results in plenty of “nofollow” links in media you have never heard of.
3. Crisis Preparedness: You don’t buy insurance after the house catches fire. A retainer ensures your crisis communication protocols are in place and your spokespersons are trained before the storm hits, with scheduled media coaching (media training), infrequent counsel, or rehearsals before media interviews.
B2B Communications Demand Senior Counsel
In the diverse tapestry of APAC, with its 23+ countries and 14+ major languages, a “cookie-cutter” communications approach and outreach will not work. You need on-the-ground expertise that understands local nuance, vernacular languages, and face-to-face relationships.
Do not relegate your reputation to a backend department. Treat strategic communications as a board-level imperative. Invest in a retained partner who offers “big” consulting firm results at boutique fees, and ensure your C-suite is visible, vocal, and leading the charge. In the B2B world, trust is your most valuable currency—do not shortchange it.
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Dr Seamus Phan – Global C-suite Publicist & Strategist (Biochemist, Cybersecurity & Webdev pioneer, Author, Journalist) with 37 years of professional field experience.
