Conventional wisdom says that 10 percent of the PR budget is the right amount to dedicate to research—a number that is several times greater than the average.
While many within the PR research community would be happy to see a higher percentage for their efforts, the suggestion that there is a specific investment threshold is inaccurate. Like so many of the “rules” of marketing and communications, the 10 percent rule is a myth. Consider the following scenarios:
In these scenarios, different situations call for different levels of investment.
While budgeting depends on a given set of circumstances, blindly following conventional wisdom will almost certainly lead to problems. It is better to create your own wisdom. Consider the following guidelines for determining your PR research budget:
1. What are your organization’s objectives? Relating an organization’s activities and investments to its overall goals and objectives is not confined to PR or research, but not doing so is a surefire path to failure.