Modern PR and legacy financial structures

In my latest contribution to PRWeek, the question is posed: "Shouldn’t commercial needs – as well as new opportunities – govern how we structure budgets?" This post, entitled "Why spreadsheets are where we really need cut through," discusses current budgeting tools for public relations and what needs to be done to modernize a broken model of legacy financial structures.

“We’re able to provide much more valuable, integrated and commercially-tuned public relations today than ever before, yet the approach taken to structuring many budgets was borne in the age of (predominantly) media relations. Forward-thinking clients tend to ignore or overcome those constraints and combine the media relations line item with others in order to provision PR services more effectively. But surely there has to be an easier way then bending or ignoring budget structures to fit commercial needs? Shouldn’t commercial needs – as well as new opportunities – govern how we structure budgets?”

 
Click here to read the full article.