Skywrite Communications research suggests the end for retainers

Thirty-two per cent of in-house marketing and PR professionals said that monthly PR retainers were outdated, while 31 per cent said more flexibility was needed. Tech specialist Skywrite Communications questioned 140 respondents for the survey.

However, PR execs of major brands cast doubt over the research.

Bobby Leach, Vodafone's director of group media relations, said the telecoms giant's PR agency needs to ‘familiarise itself with the company on a daily basis... this implies a retainer relationship'.

Hugh Davies, director of corporate affairs at mobile company 3, admitted that ‘when budgets are under pressure trust has a habit of going out the window', which makes it difficult for retained project to work well.

But Davies said he preferred to work on a retainer basis as project fees are harder to manage.