AboutShane Scherch Expertise Questions about advertising and any type of marketing communications, including planning, budgeting, creative, media research, media buying, and follow-up.
Experience I have more than 12 years experience in the field, including in-house corporate marketing and as a private consultant. Products and services I've helped to market include fast-food, air conditioning, computer software, higher education, television shows, banks, and fitness and health centers.
Question When basing the budget for a PR campaign on the annual budget level of the company what is the general rule of percentage?
Answer Lisa:
I am not a PR expert, and my background is more in strategic marketing, of which PR is one aspect. But the general rule of thumb for marketing is that it should be about 10% of revenues. So, PR would be one piece of this, maybe totalling about 2% of revenues.
This can vary greatly depending on a number of things, particularly the size of the company, the industry, how long they've been in business, and the goals of the campaign.
