BUDGETING IN PR:Labour, Office Overheads, PR & Photographs

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Fundamentals of Public Relations MCM 401

Lesson 10

BUDGETING IN PR

Overview

In this lecture we will look at the most important aspect of public relations i.e. budgeting. We will establish

the need for it and its important elements. We will also look at the importance of photography in Public

relations and how to use it effectively without it being wasteful.

Like any other plan budgeting is very important for a PR program and PR department. Let us discuss what

is the need for budgeting?

Why Budgeting

To learn what will it cost to carry out a PR Program.

Or; to learn what sort of program can be carried out for a given sum of money.

Budgeting helps in controlling the program cost.

Budgeting provides a discipline for both expenditure & over- expenditure.

After completion of campaign, results can be measured against the budget.

Elements of a PR Budget.

Elements.

Labour.

Includes salaries. Biggest component.

Office Overheads.

Fixed costs electricity, rent, insurance etc.

Materials.

Items like stationery, postage, print, visual aids, and mobile exhibitions stands etc.

Expenses.

Out of pocket expenses, expenses of organizing PR events e.g. catering,

Public address system, TV, screens, video players, chairs, tents etc.

PR Budget for a large organization.

Following are few of the important expense headings.

1. Salaries

2. Overheads

3. Depreciations

4. Insurance

5. Press receptions

6. Staff journals

7. External journals

8. Slides

9. Video / CD. ROM Costs.

10. News releases

11. Feature articles

12. Radio Tapes

13. TV properties

14. Printed literature

15. Sponsorships

16. Exhibitions

17. Photography

18. Vehicles

19. Stationery

20. Postage

21. Telephone, fax, internet etc.

22. Traveling

23. Contingency say 10%

PR & Photographs

Photographs play a very important role in PR activities.

3 Public Relations Requirements

1. How to tell a story with pictures.

2. The sort of pictures editors want.

3. How to work with a photographer.

6 ways to avoid wasteful distribution of pictures.

1. Pictures should be sent to only those publications who are likely to print them

2. Editors may be phoned & asked if they would like a picture to be printed with the story.

3. Pictures can be reproduced on the news release, & editors invited to request prints.

4. If there is a set of pictures then, a sheet of miniatures can be sent enabling editors to choose.

Fundamentals of Public Relations MCM 401

5. At the foot of the release one can state that pictures are available.

6. Color pictures should only be sent if requested.

Why Photo Captions?

Without captions the recipient does not know:

What is the picture about?

Who sent it?

Who owns the copyrights?

PR Uses Of Photography.

To build a photographic library;

To provide / supply with press releases;

To illustrate feature articles;

As picture stories, sometimes in sets;

For window & showroom displays;

For display in seminars, press receptions & other events;

For display as "blow ups on exhibitions;

For illustrating house journals;

For stills as used in TV studio backgrounds to speakers or during news

Bulletins.

How to produce good pictorial material!

Presentations & handshakes.

People at work.

Human interest.

Large objects.

`Busy' pictures.

Perspectives.

Color pictures.

Flat or profile pictures.

Impression of size.

Name display.

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