Budgeting In Public Relations

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Transcript

  • 1. Budgeting
  • 2. Reasons for budgeting
    • Estimate cost for PR programme
    • Estimate what could be done for a given sum of money
    • Check-up on planning
    • Setting discipline
    • Measurement after campaign
  • 3. Four major elements
    • Labour
    • Materials
    • Expenses
    • Office overheads
  • 4. Making the estimate…
    • Compute hourly charges - for your work: news releases, attendance at presentations, preparations, briefings, etc hr = salary/wages+overheads(+profit)
  • 5. secondly
    • Estimate the material costs Postage, stationery Printing Tapes charge at cost
  • 6. thirdly
    • Expenses as they may arise at cost
  • 7. Finally
    • Add contingency reserve 10% or so refundable if not spend
  • 8. Budgeting:
    • Cash system
    • Cowboy Accounting
  • 9. PPBS
    • The Planning Programme Budget System
  • 10. PPBS
    • Prepare an overall PPBS
    • Prepare PPBSs for all projects
  • 11. Overall PPBS
    • Prepare list of programmes etc that will accomplish goals and objectives
    • Make list of the budgets using experimental data
  • 12. Overall PPBS
    • Prepare a list of the programmes for the budget year and show associated costs
    • Prioritise programmes
    • Prepare short overview for what happens if programme is nor carried out
    • Present to management as a series of programmes
  • 13. Project PPBS
    • State name, purpose and objectives
    • Show how this programme influences approved goals and objectives
    • Provide cost estimates
  • 14. Project PPBS
    • State alternatives and evaluate them (i.e. why not taken)
    • State alternatives in the organisation
    • Present assessment on what effect 25% over- or under-funding might have
    • Present with time-line etc
  • 15. ZBB
    • Zero Based Budgeting
  • 16. Apple Case
  • 17. Current Situation
    • Sales up 21%
    • New design
    • Centre of your digital lifestyle
    • Not-compatible
    • Expensive
    • MHz Myth
  • 18. Marketing
    • Marketing around the iMac
    • “Digital Hub Strategy”
    • Commercials on TV (MTV etc)
    • Posters
    • Ads in Health/Fitness/Lifestyle press
    • Young appeal
  • 19. Publics
    • Current consumers - Professionals - Home
    • Potential consumers - Professionals - Home
    • Employees
    • Shareholders
    • Community
    • Retailers
    • Press
  • 20. Messages
    • Centre of your digital lifestyle
    • Everything is easier on a Mac
    • Audio/Music -> iTunes
    • Video/DVD -> iMovie
    • Photography -> iPhoto
  • 21. Objectives
    • Show the Mac-platform as the ultimate multimedia machine at the centre of the digital lifestyle.
    • Everything is easier and more fun on a Mac
  • 22. Strategies/Tactics
    • Exhibition(s) - Participation in exhibitions with themes connected to music, video and digital photography - keynotes and product presentations - conferences connected to exhibitions - seminars for home users
  • 23. Strategies/Tactics
    • Feature articles - coinciding with exhibitions - reinforcement of messages
    • Video/Music/Photography-Contests - showcase of “Made on a Mac” - Home video showcases
  • 24. Strategies/Tactics
    • Road-Show “Music” - Students/younger potential customers - Centred on/around music festivals - Showcase of digital-lifestyle - Special emphasis on “2000 songs in your pocket”
  • 25. Strategies/Tactics
    • Co-operation with TV- “Video” - Home-video of the month - “Young artists” series - possibly MTV as partner
  • 26. Strategies/Tactics
    • Local workshops “Photography” - co-operation with PC World(?) and/or local retailers - One-day workshops for digital photography - Seminar about digital photography - Possibility to make pictures (field-trip) - Hands-on experience with equipment
  • 27. Strategies/Tactics
    • Last year school workshops - esp. focus on last year school workshops - lease of equipment for limited time (road show visit?) - hands-on experience for school-leavers before going to uni
  • 28. Leaflets
    • Digital lifestyle leaflets - Explain digital hub - MHz Myth explained - Compatibility explained
  • 29. Evaluation
    • Questionnaires for participants
    • Pre-/After-poll
    • Sales figures in areas with seminars
  • 30. Questions?
    • Regarding the exam:
    • [email_address]