AGENCY PRICING & RETENTION
SITETRAIL CERTIFIED
Your learning path: 22 lessons.
Free course for PR agency owners and account leaders
PR Agency Pricing
& Client Retention
Turn expertise into a sustainable agency business. Build clear packages, protect delivery margins, earn renewals and prepare an agency that can thrive beyond its founder.
Clear commitments, useful client reviews and a more transferable business. AI-generated course illustration.
22in-depth visual lessons
5practical modules
30assessment decisions
Freelearning & certification
Build the business behind the campaign
Projects, retainers and packages with explicit costs, usable capacity and a clear distinction between margin and markup.
Defined outputs, approvals, revisions and change decisions, with honest explanations of paid, membership and earned routes.
Evidence-led reporting, recovery plans and retention measures that reveal churn, profitable expansion and concentration.
A buyer proposition, readiness plan, data-room outline and a comparison of cash, earn-outs and retained equity.
Inside the agency M&A module
Study three different transaction structures, then build a practical plan for your own agency. Public announcements support the historical cases; original fictional examples teach the commercial decisions.
Learn why a headline deal value is different from the cash a founder receives, and why large-agency transactions do not establish a boutique’s valuation.
Your complete learning path
Move from pricing and scope to reporting, retention and sale readiness. Every lesson contains substantial teaching, original worked and contrasting examples, a process visual, an editable worksheet and a scenario check with explanations.
Choose a commercial model, calculate viable margins and price the decisions and delivery the client actually needs.
Turn discovery into a usable scope, define approvals and revisions, explain media routes and negotiate changes fairly.
Report evidence with context, assess contribution beyond clicks and lead practical renewal and recovery conversations.
Build reliable onboarding, earn appropriate expansion and manage a healthy portfolio of client relationships.
Understand agency transactions, qualify buyers, prepare reliable records and compare the value and obligations of a sale.
Make your learning visible
Apply the course in a 30-question assessment across all five modules. See your overall rating and module scores, download a personalized certificate image and prepare a LinkedIn caption.
Sitetrail educational assessment. Self-administered with transparent scoring; not university accreditation or an independently verified professional credential.
PR agency founders, commercial leaders, account directors and operations managers who want a more sustainable service business. The examples are fictional teaching cases, and the worksheets require no purchase or real client data.
Every lesson has at least 650 instructional words before worksheets, quizzes, sources and promotions. Allow about 10–15 minutes for study and 30 minutes for the practical task. The full course takes approximately 15–18 hours, depending on your starting material and experience.
Yes. The six-lesson final module examines FGS Global, Burson and SEC Newgate, then covers buyer selection, valuation drivers, founder dependence, an investor brief, due diligence, earn-outs, retained equity and handover. Financial examples explain concepts; they are not valuations or transaction advice for a particular agency.
It explains the route before the client buys. Paid, membership-based and earned coverage have different relationships and conditions. The Forbes Councils lesson makes paid membership and its visible labelling explicit and shows how an agency can correct a misleading promise to regain trust.
A price-floor calculation, package comparison, discovery brief, acceptance checklist, change note, client report, renewal agenda, recovery plan, onboarding map, retention dashboard, buyer brief and sale-readiness plan. Worksheets can be edited, saved in this browser and downloaded.
NewsPass supports SEO, PR and GEO outcomes: search visibility, media presence, brand credibility and discoverability in AI answers. The Guest Post Marketplace lets customers hand-pick from thousands of publications by audience fit, relevance and budget, retaining campaign control. The course also distinguishes that choice from an ongoing programme managed by Sitetrail.
Yes. Lessons, worksheets, scenario checks, the assessment and certificate download are free. Every lesson ends with a labelled shared NewsPass or Guest Post Marketplace promotion. Buying a service is not required, and no ranking, independent coverage, AI citation or agency-sale result is guaranteed.
Lesson checks, first attempts, worksheets and assessment results stay in this browser when local storage is available. They do not sync across devices. Download copies to retain them; clearing browser data removes local records. Full assessment retakes become available after 30 days in the same browser.
Adriaan Brits, CEO of Sitetrail, holds an MSc in Marketing and is a former LinkedIn Learning instructor in SEO, Advanced Google Analytics and Google Ads. Official transaction, professional and product references support the relevant facts. Practical frameworks and fictional examples are original course teaching material.
Clear scope. Healthy margins. Lasting client value.
Use the worksheets to turn each lesson into a real decision. Improve the business as you learn from delivery costs, client decisions and reliable account evidence.
Course outline · Free assessment · Privacy
No account is required. Progress, first-attempt lesson answers, worksheets and assessment results are stored in this browser when storage is available. They do not sync across devices. Download copies to retain them; clearing browser data removes local records.
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