PR Budgeting for 2013: PR Execs Challenged by Scarcity of Resources

As the new year approaches, PR pros have finished planning and are putting the final touches on communications budgets for 2013—if they haven’t already. Just what are they thinking in terms of budgeting strategies and facing the challenges allocating resources? PR News and CAPRSA (Counselor’s Academy of the Public Relations Society of America) decided to find out, by fielding a study to both in-house and agency PR executives, asking them key questions about planning and budget issues, budget trends for 2013 and the biggest challenges they face in the new year. The big takeaways: • Loose process: Rather surprisingly, nearly 55% of respondents said the process for planning, measuring and executing PR efforts is informal—with some guidelines used sporadically. Just over 10% (11.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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