Week 5- Chapter 10 [Irene Lee @ Khine Yin Win (3119122)]

Chapter 10- “Timeliness and Budgets” of Media Relations 

As the chapter states, Richard Stanton takes the readers into the importance of timeliness and budget in the designing and planning of a campaign. After reading this chapter, I take on the perspective that these two factors must be taken into careful consideration, as each will determine the successfulness of a campaign.


Timeliness as the chapter explains is heavily related to media practitioners such as journalists. Thus, it is just as important to public relations practitioners as these professionals are many of the times working and affiliating themselves with the media, in order to build good relationships with them. PR practitioners should also remember to keep the communication process between their clients alive as clients also have tight schedules. You don’t want an event or media conference held on the same day that your client is having an important meeting.


As Richard D Smith explains in his book ‘Strategic planning for public relations’, public relations practitioners need to ‘respect and adopt’ the way journalism works. This includes understanding that news information should involve action, adventure, change, conflict, fame and so forth but, more importantly proximity and timeliness. However, the only argument that I have for this is that not all PR work requires the traditional news coverage of television or newspaper. In fact, PR is known to use magazines as a source of media coverage and as I have learnt, not all features need to have the timeliness factor. Nevertheless, being organized and managing time efficiently is important when it comes to public relations and this is especially vital for campaigns.


On another note, I think budget is somewhat more imperative than timeliness. My simple explanation is that without a reasonable budget there will be no PR because even for a simple event to a very extensive campaign, budget is vital and yes the saying- ‘money makes the world go round’ can be very much applied here. From the very research that is done, to the mailing, transport, and equipment and venue hiring, a budget is required.


The financial planning between the client and PR agent will determine the elements of the campaign. It will help identify the strategic planning the PR firm will have for the client and will allocate whether sponsorship and funds will be necessary, the type of events that can be held and the usage of media- for instance, flyers, brochures and reports.


After the PR assignment, which we were given, I’ve realized that budgeting events appropriately is a much harder task than one would think. In budgeting, there are times where the client will state they have  ‘0 budget’ when it comes to PR consultancy and thus, events have to be planned accordingly so that it results in profits to help subsidize the PR company’s professional fee cost, as well as the overall cost for the event, campaign etc. Needless to say, careful thought and planning has to be done in order for success.



Smith, D. R., 2005. Strategic planning for public relations. Lawrence Erlbaum Associates Inc: New Jersey.

Stanton, R., 2007. Media Relations, Oxford University Press Melbourne.


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a public relations firm that specialises in helping independent media groups find an audience at modest compensation.

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