• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Budget
Budget

The budget, in public relations terms, is the amount of money an organisation is prepared to spend on a PR programme across a period of time communicating messages to target stakeholders.

PR consultancies develop their budgets for clients by dividing their time between fees and costs. Fees are related to the time it takes a consultant or team of consultants to advise on and deliver a particular message or campaign. Fees are also described as the charge out rate. Charge out rates relate to the cost a consultant charges for one hour of time. This varies from anything between £60 per hour through to more than £300 per hour depending on expertise and experience. Costs are related to all other additional monies spent in delivering the ...

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