In a recent Dragons Den episode, Dragon Deborah Meaden said: “If you are not spending at least £3,000 a month on PR, you are wasting your time.”
While that may have been music to some PR people’s ears, it was probably a switch-off for thousands of small business owners with low public relations budgets.
In fairness, the Dragon’s claim is quite correct – for major companies with vast marketing budgets to splash around global, national and larger provincial PR agencies. Big clients have high demands for service and are able to pay for it.
So, what should you spend?
PR does not have to cost the earth. Plenty of small PR agencies can deliver excellent advice, creativity and service appropriate to the needs and budgets of SMEs.
Business theorists may disagree, but in my view there is no golden rule on the percentage of turnover – or any other financial measure – that SMEs should invest in PR.
Decide the maximum you can afford to spend on PR – and then find a consultant who can make your money go as far as possible and still give you top-class service. That’s a challenge some PR professionals thrive on!
But be prepared to commit to an ongoing campaign – six months is good; a year or more is preferable. PR produces its best results over a period of time, during which you are gradually developing more effective engagement with your customers and other stakeholders.
Give us a call – let’s see what we can do for you.
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 17 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.