Masonry Magazine December 2002 Page. 45
QUALITY MASONRY TOOLS
# KING BRICK HOO
Step 4: Establish a Working Budget
With your completed list of tactics in hand, you can now prepare an estimated quarterly budget of what will be required to "get the word out" about your company and its products. Some components to figure into your PR-specific budget include:
* Cost of any newswire distribution. Local and state wire distribution typically costs about $150.00, for example.
* Letterhead and press kit folder costs. Do you need new folders for your press materials? While most PR information is sent via e-mail and PDF files these days, there is still some call for traditional hard copy formats.
* Website content updates (if outsourced). Do you have an outside person whose website fees you need to include?
* Press release writing services (if outsourced). Similarly, is there an outside PR professional whose annual fees you need to incorporate?
* Fees for entering annual awards, competitions. Many programs require a fee in order to participate.
* Travel to/from conferences and/or trade shows.
These represent public relations-specific costs, and are different from other marketing costs, such as advertising, direct mail, brochures, trade show booths, signage and so on. Establishing a plan and budget ahead of the New Year will help you identify opportunities in advance of the deadlines, and that is one of the secrets to successful PR.
Linda Vandevrede is the principal of Vande Vrede Public Relations, a Scottsdale, Ariz., company that serves clients nationwide. Vande Vrede Public Relations offers expertise in public relations, crisis planning, issues management and analyst relations.
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