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

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Fundamentals of Public Relations ­MCM 401
VU
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
1.
To learn what will it cost to carry out a PR Program.
2.
Or; to learn what sort of program can be carried out for a given sum of money.
3.
Budgeting helps in controlling the program cost.
4.
Budgeting provides a discipline for both expenditure & over- expenditure.
5.
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.
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Fundamentals of Public Relations ­MCM 401
VU
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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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING