Why should I consider a retainer-based campaign when there are firms that charge only when media coverage is secured?

Pay-per-placement (PPP) can be an option to consider, and there are reputable firms that offer it. However, make sure you know what you will pay for specific placements, and what is regarded as a placement.” For example, if you’re paying for coverage in print outlets, if your name and book are mentioned once as a small part of a large article, rather than a feature story or review about your book, do you pay the same amount? Also, if you have a successful PPP campaign, you may end up paying more than you would for a retainer service that produces the same results.