5 ways to win a better PR budget

First, align your goals with company objectives. Then determine which strategic insights you can bring to the table, and hammer out how you’ll prove ROI with data.

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This can be a sore subject for PR pros, many of whom are locked in an eternal struggle for their rightful piece of the pie. Resources at most companies are scarce, and the competition with marketing and other communications functions can be fierce. A budget shortfall makes it nearly impossible to invest in technology or pursue substantive growth.

It’s an uphill battle to win more monetary investment, but all is not lost. Here are five tips for securing your desired PR budget:

1. Understand company goals.

Forget about your personal goals. Build your strategy (and expenditures) around specific company objectives. Overall company goals for the year are often broad, such as these:

Once you know which data points are important to executives, you can craft a narrative of how PR can help achieve those objectives. Establish the data points you plan to report on to ensure the plan is working, and clarify the budget and technology you’ll need to deliver both the results and the data.

2. Provide strategic insights and relevant data.

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