How to budget for PR
Posted: Tuesday July 2 2019
By: Katie Mallinson
High-quality and well thought out public relations activity can really make your brand stand out from the crowd. There are many ways to build and increase your business exposure, for example press releases, webinars, white papers, features, media interviews, radio appearances, company brochures, newsletters – the list goes on. If you don’t know much about PR, it’s a good idea to hire someone internally or source an external firm to help you. Therefore, think carefully about your budget because this can determine the results, and what you want to achieve.
So, here are my top tips to help you invest wisely in a communications strategy.
Public relations can often be overlooked or left out of an organisation’s marketing budget altogether. So, rather than having to pass up the opportunity to gain some positive comms surrounding your brand, factor in how to maximise media exposure from the get go.
It’s also a good idea to make a list of activities such as press releases, features, blogs, whitepapers and social media management, so that if your budget doesn’t cover everything, you can prioritise the ones that will prove to be commercially beneficial.
Get the buy-in
If you’re struggling to gain leadership support for a PR budget, try to change the perception by demonstrating key results like ROI, social engagement and press coverage, that an effective comms strategy can achieve.
Like most marketing activities, public relations is an investment that many organisations truly see a positive return on. So, make sure you take the time to understand how the longevity of effective PR can have on your business.