Marketing/PR campaign budget

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Expert: Shane Scherch - 3/8/2009


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.

I hope this was helpful to you.

Regards,
Shane Scherch

Marketing

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Shane 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 8 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, and fitness and health centers.

Education/Credentials
Bachelors Degree

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