Budgeting In Public Relations

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Information about Budgeting In Public Relations
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Published on April 18, 2008

Author: stephan

Source: slideshare.net

Budgeting

Reasons for budgeting Estimate cost for PR programme Estimate what could be done for a given sum of money Check-up on planning Setting discipline Measurement after campaign

Estimate cost for PR programme

Estimate what could be done for a given sum of money

Check-up on planning

Setting discipline

Measurement after campaign

Four major elements Labour Materials Expenses Office overheads

Labour

Materials

Expenses

Office overheads

Making the estimate… Compute hourly charges - for your work: news releases, attendance at presentations, preparations, briefings, etc hr = salary/wages+overheads(+profit)

Compute hourly charges - for your work: news releases, attendance at presentations, preparations, briefings, etc hr = salary/wages+overheads(+profit)

secondly Estimate the material costs Postage, stationery Printing Tapes charge at cost

Estimate the material costs Postage, stationery Printing Tapes charge at cost

thirdly Expenses as they may arise at cost

Expenses as they may arise at cost

Finally Add contingency reserve 10% or so refundable if not spend

Add contingency reserve 10% or so refundable if not spend

Budgeting: Cash system Cowboy Accounting

Cash system

Cowboy Accounting

PPBS The Planning Programme Budget System

The Planning Programme Budget System

PPBS Prepare an overall PPBS Prepare PPBSs for all projects

Prepare an overall PPBS

Prepare PPBSs for all projects

Overall PPBS Prepare list of programmes etc that will accomplish goals and objectives Make list of the budgets using experimental data

Prepare list of programmes etc that will accomplish goals and objectives

Make list of the budgets using experimental data

Overall PPBS Prepare a list of the programmes for the budget year and show associated costs Prioritise programmes Prepare short overview for what happens if programme is nor carried out Present to management as a series of programmes

Prepare a list of the programmes for the budget year and show associated costs

Prioritise programmes

Prepare short overview for what happens if programme is nor carried out

Present to management as a series of programmes

Project PPBS State name, purpose and objectives Show how this programme influences approved goals and objectives Provide cost estimates

State name, purpose and objectives

Show how this programme influences approved goals and objectives

Provide cost estimates

Project PPBS State alternatives and evaluate them (i.e. why not taken) State alternatives in the organisation Present assessment on what effect 25% over- or under-funding might have Present with time-line etc

State alternatives and evaluate them (i.e. why not taken)

State alternatives in the organisation

Present assessment on what effect 25% over- or under-funding might have

Present with time-line etc

ZBB Zero Based Budgeting

Zero Based Budgeting

Apple Case

Current Situation Sales up 21% New design Centre of your digital lifestyle Not-compatible Expensive MHz Myth

Sales up 21%

New design

Centre of your digital lifestyle

Not-compatible

Expensive

MHz Myth

Marketing Marketing around the iMac “Digital Hub Strategy” Commercials on TV (MTV etc) Posters Ads in Health/Fitness/Lifestyle press Young appeal

Marketing around the iMac

“Digital Hub Strategy”

Commercials on TV (MTV etc)

Posters

Ads in Health/Fitness/Lifestyle press

Young appeal

Publics Current consumers - Professionals - Home Potential consumers - Professionals - Home Employees Shareholders Community Retailers Press

Current consumers - Professionals - Home

Potential consumers - Professionals - Home

Employees

Shareholders

Community

Retailers

Press

Messages Centre of your digital lifestyle Everything is easier on a Mac Audio/Music -> iTunes Video/DVD -> iMovie Photography -> iPhoto

Centre of your digital lifestyle

Everything is easier on a Mac

Audio/Music -> iTunes

Video/DVD -> iMovie

Photography -> iPhoto

Objectives Show the Mac-platform as the ultimate multimedia machine at the centre of the digital lifestyle. Everything is easier and more fun on a Mac

Show the Mac-platform as the ultimate multimedia machine at the centre of the digital lifestyle.

Everything is easier and more fun on a Mac

Strategies/Tactics Exhibition(s) - Participation in exhibitions with themes connected to music, video and digital photography - keynotes and product presentations - conferences connected to exhibitions - seminars for home users

Exhibition(s) - Participation in exhibitions with themes connected to music, video and digital photography - keynotes and product presentations - conferences connected to exhibitions - seminars for home users

Strategies/Tactics Feature articles - coinciding with exhibitions - reinforcement of messages Video/Music/Photography-Contests - showcase of “Made on a Mac” - Home video showcases

Feature articles - coinciding with exhibitions - reinforcement of messages

Video/Music/Photography-Contests - showcase of “Made on a Mac” - Home video showcases

Strategies/Tactics Road-Show “Music” - Students/younger potential customers - Centred on/around music festivals - Showcase of digital-lifestyle - Special emphasis on “2000 songs in your pocket”

Road-Show “Music” - Students/younger potential customers - Centred on/around music festivals - Showcase of digital-lifestyle - Special emphasis on “2000 songs in your pocket”

Strategies/Tactics Co-operation with TV- “Video” - Home-video of the month - “Young artists” series - possibly MTV as partner

Co-operation with TV- “Video” - Home-video of the month - “Young artists” series - possibly MTV as partner

Strategies/Tactics Local workshops “Photography” - co-operation with PC World(?) and/or local retailers - One-day workshops for digital photography - Seminar about digital photography - Possibility to make pictures (field-trip) - Hands-on experience with equipment

Local workshops “Photography” - co-operation with PC World(?) and/or local retailers - One-day workshops for digital photography - Seminar about digital photography - Possibility to make pictures (field-trip) - Hands-on experience with equipment

Strategies/Tactics Last year school workshops - esp. focus on last year school workshops - lease of equipment for limited time (road show visit?) - hands-on experience for school-leavers before going to uni

Last year school workshops - esp. focus on last year school workshops - lease of equipment for limited time (road show visit?) - hands-on experience for school-leavers before going to uni

Leaflets Digital lifestyle leaflets - Explain digital hub - MHz Myth explained - Compatibility explained

Digital lifestyle leaflets - Explain digital hub - MHz Myth explained - Compatibility explained

Evaluation Questionnaires for participants Pre-/After-poll Sales figures in areas with seminars

Questionnaires for participants

Pre-/After-poll

Sales figures in areas with seminars

Questions? Regarding the exam: [email_address]

Regarding the exam:

[email_address]

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