Pay Per Results PR 'Partnership'

Having worked with top brands and celebrities worldwide, we’ve taken that nouse and created a Pay Per Results PR ‘partnership’ – where small businesses can have all of the benefits of PR enjoyed by ‘the big boys’, without the risk (scary contracts) or the fees (pricey retainers). 

Instead, we take the risk – every conversation, press release and pitch that we do is unpaid unless we get you press. Therefore, we have an investment in you – no other PR agency can say the same!

Our Partnership is a collection of hundreds of small businesses and startups, offering content to journalists daily and only paying for each article that’s published (from as little as £50 a go).

Even then, it’s not a scatter gun approach. At the start, you’ll tell us what your goals for PR are and you’ll only be charged you for published articles that tick that box – be it brand awareness (so getting in front of your potential clients) or credibility (being featured in gravitas publications).  We’ll work with you as to which publications will best serve the results you are looking for. 

That’s small business PR with no risk and low fees – sounds like ‘Sanity’ to us.



why is it called a partnership?

Well, we’ve scrapped the old-fashioned client/supplier retainer model and instead we ‘partner’ up with you. We offer our expertise, time, blood, sweat and tears and you’ll provide the content that journalists are so keen to have.

We charge per article, according to what the publication is (see our fee table below) – either £50, £150 or £250 each and there is zero retainer or obligation.

Typically, we can get press for you in three main ways – via press opportunities, press releases and reviews.

press opportunities

We’ll regularly send you opportunities that are relevant to your business (using the topucs and keywords you tell us about). We’ll send these opportunities straight to your inbox and you can either reply with details or ignore. These opportunities include commenting on key topics, news or trends; being interviewed; and having your products featured in a line-up. We’ll then manage any correspondence with the journalist and let you know if the piece has been published / aired. 

You can accept or decline each opportunity as you like. 

Here’s three examples where are partners have submitted comments to be published. Your presence in the articles can vary widely depending on the subject, publication and how much insight you offer.

press releases

We’ll work with you to regularly send out content that the press are looking for in the form of, you guessed it, press releases.

The press love a news story and case studies, so we’ll predominately focus on these. We have in-house journalists to help!

We can also include you, alongside other experts, in press releases for seasonal trends and awareness days.

This content can be published ‘as-is’ (with you / your business credited and potentially with a backlink – hello SEO), often journalists will want further comments from you or potentially an interview (although remember, you have the power to say yes or no to each request).

Here’s an example of a press release that was published:


We’ll offer our journalist buddies the chance to review your products / services / business and let you know who is keen.

You can then pick who you like and we will organise it for you.

Here’s an example of our press release and the finished published piece:

how we charge for the press articles we get you

Our Pay per Results PR fees couldn’t be simpler – it’s as easy as 1, 2, 3.

We charge per article (regardless of whether it’s a one-liner, a full article about you, print or online, or has a backlink). We charge according to whether we consider a publication to be Tier 1 (£50), Tier 2 (£150), or Tier 3 (£250) – see our fee table below.

Type Tier 1 Tier 2 Tier 3
Real Business, London City Girl, Take a Break, Pick Me Up, The Breakdown, Woman's Weekly, Sustain Health, Manchester Evening News, Bristol Live, Birmingham Live, Belfast Telegraph, PA Media (this will be sent to various Tier 1 publications), MI Business, Insurance Ingage
Metro, The Sun, Evening Standard, Express, The Independent, Daily Star, Pink News, The Scottish Sun, The Daily Record, Telegraph, Seventeen, Men’s Fitness, Women’s Fitness, Heat Magazine, Prima, HelloGiggles, Grazia, Prevention, Guardian, ITV, Happiful,, BBC Newscast
Forbes, Tatler, Vogue, BBC, BBC Radio, The Times, Hello Magazine, Marie Claire, House Beautiful, House & Garden, Men’s Health, MailOnline, Vice, Women's Health, Glamour Magazine, TimeOut, Yahoo, Cosmopolitan, GQ, Elle, Real Homes, Esquire, MSN, Business Insider, OK Magazine
Fee (+VAT)


Remember, an article is only chargeable if it ticks your ‘goals’ box – if it doesn’t, take that little slice of PR on us.

For press opportunities and reviews (where you’ve agree to an opportunity), on the rare chance there are any additional ‘surprise’ articles published, you’ll only be charged £50 each (including print versions and aggravated news features). And that’s only if they tick your ‘goals’ box – if not, it’s free PR from your friends at Sanity.

The fees for these secondary ‘surprise’ articles are also capped at £600 per comment or review – and it’s never been reached (not even close) – but it’s there for your piece of mind.

The £600 cap also covers press releases – so that means that if your press release is published by every publication known to man, the maximum you’ll pay is £600+VAT and not a sausage more.

On top of all this, we are also happy to offer credit terms if you want a sexy opportunity or your press release does amazingly well but the budget is tight. We work with small businesses and we are only happy to help – just ask!

Are you eligible?

As we are taking on all the risk and cost in working with you, we can’t accept just anyone. But we’d be keen to chat if:

⦁ You’d be a joy to work with
⦁ You don’t work with another PR agency
⦁ You understand and respect how we work
⦁ You have a £150+ a month budget for PR
⦁ You have content that journalists would love
⦁ You want to work with us long-term


Not quite for you but keen to work with us? Find out the difference between our Pay Per Results PR model and our £50/month retainer model.

Pay Per Results PR

Easy peasy. For Comment Pieces – we’ll present you as available to offer expert comment on your particular field. This also includes you doing interviews. We’ll then present these opportunities to you to say ‘yay’ or ‘nay’ to. 

Press Releases are different in that we will send out press releases for you (typically news stories or case studies) and we’ll charge you if/when they get published. It’s typical that journalists will ask for further comment, an interview with you or a comment for another article – we’ll ask you if you’re keen to do it and if you are, we’ll class that as a ‘Comment Piece’ (see above).

No, the deposit sits on the account as security for us. However, if you have worked with us continually for over 12 months (so we have a great relationship), it is then possible for you to use that credit on your account towards a publication. Think of it like renting a house you pay a deposit before you move in, when you move out you get your deposit back.

Yes and no. Firstly, remember, you only pay for articles that help your pre-set goals (be it brand awareness or credibility). Outside of this, we cannot fully control who publishes a press release or someone reuses a comment you’ve supplied to be published or a review.

However, for our Press Releases, journalists tend to not publish without first checking in with us (usually for more information) and we do tailor (to a certain degree) the publications who would receive the press release.

For our Comment Pieces and Reviews – you’ll sign off each opportunity so you can say yes or no; and secondary ‘surprise’ articles are rare.

It depends on what your goals are, we like to think that PR has three benefits:

⦁ Credibility/social proof – always good for small businesses and new businesses to have some press logos on your websites/social media pages. It will give people looking to use your business some reassurance. Both print and online press help here.
⦁ SEO – (Search Engine Optimisation) – online publications tend to offer backlinks, which is powerful in improving the ‘searchability’ of your website (meaning more people finding your website). The bigger the publication the bigger the domain ranking, the stronger the SEO benefit. Naturally, this is only possible for online articles.
⦁ Brand awareness – historically the most powerful part of PR historically – and it still has it place. Arguably an online article (which lives on the internet for years) vs a printed article will offer more brand awareness benefit.

We’d always favour online vs print press.

For credibility, SEO and brand awareness we’d always suggest national press.

Typically, it has better credibility (it’s better to appear in The Telegraph than the local newspaper); if it’s an online article, a national publication’s domain will have a better domain ranking than a local one and so you’ll benefit from stronger SEO; and lastly, brand awareness – we’d argue that even if a tiny percentage of a national publications readers are local to you – that can be a higher number than the readership of a local publication.

We like local press, but national press is always the way to go in reaching your marketing goals.

The short answer is … how long is a piece of string?! Sometimes it’s a matter of hours, whilst other times it’s months – it depends on a few things:

  •  The appetite for the content you’re offering the press
  • How quickly you approve press releases and pitches
  • How open minded you are

Even though we remove the risk of wasteful PR retainers – we aren’t magic!

Yes! You are in charge. You sign off Press Releases (so you can manage how many you send out according to your budget AND you only get charged for articles that help your pre-set goals) and for Comments and Reviews – we’ll present you with each opportunity and you can accept or decline as you please. Remember, every press release, review or comment is also capped at £600, for your piece of mind.

Finally, we’re always happy to offer credit terms too – just ask!

Unfortunately, no we don’t – here’s our little criteria:
⦁ You’d be a joy to work with
⦁ You don’t work with another PR agency
⦁ You understand and respect how we work
⦁ You have a £150+ a month budget for PR
⦁ You have content that journalists would love
⦁ You want to work with us long-term

In essence, you’re asking us to work our little socks off and we don’t know you! We don’t do credit checks – we take you at your word that you’ll pay for any press we get you. It is a refundable deposit, if you don’t want to use our service or we are unable to help any further we will send your deposit straight back to you.

On top of this, you pay your security deposit via card payment, for your added security.

There is no catch. We have built our model from the ground up with the intention of offering Pay Per Results PR – no risk and low fees. We keep our business lean and results-focused. We don’t waste time (time is money) on waffle or on doing things for you (that we know won’t work) to keep you temporarily happy in order to keep you paying our retainer (we don’t have one!). We are very selective about who we work with (making sure we have a great bank of content and experts to offer the press) and we have great relationships with journalists – meaning we repeatedly secure articles. This is what we charge for.

In a nutshell, we are a lean mean machine, we have built this business model with the intention of Pay per Results PR and low fees to help small businesses/start-ups.  We are very process driven, we only take on clients we know we can get press for, we remove big chunks of waffle and chatter, and we don’t try forcing things through that journalists aren’t keen on. To do otherwise would cost us a bomb and we’d have to do what other agencies do and send you the bill.

We offer it because we have an ever-increasing bank of content from our clients covering tens of different sectors – we have hairdressers, doctors, lawyers and even shark experts! That’s a lot of content – from expert comment, review opportunities and stories. Our model also allows us to work ‘backwards’ – we always work off of what the press is looking for and what is topical and relevant. Because of this, we secure a lot of press for our clients and that’s what we charge for.

Account management. When you’re paying £2k, £3k, £5k a month – you’re going to get fancy reports, lunches and cosy chats – it’s great! They’ll be a lot of placating you and agreeing with you.

Although we are very lovely, we aren’t the same. We’re here to get you press. We don’t need to blow smoke up your ‘whats-it’ and lead you down the garden path – we’re going to be honest, clear and in your corner – we want you to get results (and meaningful ones).

We update you in real-time via an online platform with app ( and you can book in a call whenever you like for a general catch up. We’ve found that’s everything we to get you those meaningful column inches (without all the time-consuming waffle).

Absolutely not! Firstly, we work with you to set down your goals (SEO / backlinks? Credibility? Brand awareness?) and we’ll work with you to achieve them – presenting you with opportunities that work for you. Most importantly, we only charge for articles that tick these boxes for you!

Rarely, unless the story is all about you and super juicy then it’s unusual a journalist will give you final sign off (that’s why people buy ads).

We push for things – but our wishes aren’t always granted – ultimately, Editors hold that power.

Rather than getting bogged down by the details, it’s best to bring it back to what your marketing goals are and to push ahead with articles that will help you achieve them.

I’m afraid we can’t guarantee anything (except death and taxes). Alot of our clients want backlinks (to improve their SEO) – and we get tons and tons of them.

For Comment Pieces and Reviews we can ask journalists and/or tell them that what’s you want in exchange for your content – but even then it’s not always possible (as Editors have the final say).

For published press releases – naturally we can’t guarantee what a journalist will do with them (although we will follow up once a piece is published and ask for a backlink and usually get it).

As with all PR /marketing efforts, being closed-minded can really limit the results and it’s best to look at everything holistically.

Yes! We work with small businesses with small budgets so we don’t want anyone writing a ‘blank cheque’. Every press release, review or comment is capped at £600 maximum (which is very rarely reached – it just gives you a safety net).

On top of this, we’re always happy to offer credit terms too – just ask!