Budgeting for a global PR programme

When planning a global PR programme, which of the following models do you typically use?

  1. Percentage of the advertising or marketing budget 15%
  2. Fixed as percentage of sales or turnover 7%
  3. Rigorously planned to deliver precisely the right resources in the right place at the right time 36%
  4. Budget is based on what we spent last year, give or take a bit 42%

Personally, I don’t believe those who answered three. It might be what you are meant to do, but in my experience it is nearly always 4.


About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.