Budgeting for Public Relations Campaigns

Regrettably, PR departments are often the first to go when budget cuts are necessary within. But PR is an essential investment that gets results. In fact, some industry analysts observe it delivers as much as 100 times more influence than advertising. Organizations can get the most out of their PR budget by understanding the costs associated, knowing the right techniques and maximizing their ROI.

One of the most important things an organization can do to create a cost-efficient budget is to plan for possible threats and opportunities that may arise. When preparing your budget, set money aside for new projects that might require funding, and for setbacks that could be costly. Circumstances can always change, so planning ahead can save an organization from floundering because of unplanned expenses.

Get the most out of your PR budget by taking advantage of free speaking opportunities appropriate to your organization. Every organization should have a speaker’s bureau with trained individuals who can educate the community, motivate your publics, and announce new projects and events. Look for opportunities to speak for free at events like trade shows, conventions, and community-service groups. This provides a more personal approach to communicating with your audience. A good PR consultant can assist you in setting up the costs of such a campaign and set appropriate priorities.

Some organizations have a difficult time determining which PR agency is the right one to handle their account. Which proposals are priced fairly? Choosing an agency that fits within your budget and satisfies the needs of your organization is important. Begin by creating a benchmark to determine which agencies charge what amount for which tasks.

As you can see, there are many things you can do to get the most out of your PR budget. I have only listed a few, however there are many more. PR is an investment that can provide substantial results when allotted a proper budget. Knowing the right techniques can help you get the PR you need with the budget you can afford.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.