Media Relations Tips by YAShuaib

6.       PREPARE THE BUDGET

*           No media relations activity is free

*           The budget proposal should be convincing and defensible

*           Always discuss your requirements with the approving officer  before writing the proposal

*           Justify your allocation with judicious utilisation

*           If you have nothing for the press, let them know

*           Understand and treat the media representative with dignity

*           Reciprocation should not compromise the integrity of the organisation and the press

I wonder if there is anything that goes for free. If there are, media relations are obviously not one of them, unless one wishes to deceive oneself. There are those parsimonious officers, especially of other departments within organizations who, for their self-centredness and arrogance, think they know more about media ethics than professionals and discourage logistics for media activities. If there is an area where the media have received unwarranted bashing, especially from those who fail to get cheap publicity, it is in the alleged failure to observe the ethics of their profession: it is often alleged that pressmen demand bribes to perform their assignments. But is this true?

It is important to point out that journalists are neither cheap nor greedy as some may wish to believe. They have integrity, honour and reputation, which they protect. Though they could dress simple or awkward in difficult terrains, nevertheless, most journalists are principled when it comes to the ethics of the profession. Unfortunately, those who have things to hide manipulate their way to corrupt the few lily-livered ones amongst them with all kinds of gratification.

The media relations officer who thinks he can perform miracle by executing media plans without funds would sooner than later realise he is no pastor and that he has to perform within the material realm. It is indeed an expensive business to establish goodwill and secure the confidence of media men. For the press to repose full confidence in the boss, organisation and the media relations officer, media representatives must be treated with openness and given unfettered access to truthful information.

You cannot establish goodwill without logistics to facilitate mutual understanding. In fact, building the trust and confidence of media practitioners is costly, which must be carefully done, because it may involve a lot of moral questions. To understand this concept, we may ask ourselves: Who should initiate the move for fraternity and at whose expenses? If it is still difficult to understand this, can we then ask on whose expenses are the production of media invitations, venue and communication gadgets for media interactions undertaken? If a company wants to organise a pre-AGM press conference, for instance, who takes the responsibility for costs of phone calls and visits to media, production and circulation of press kits and video and photo coverage?  Media relations is not as free as some would make us believe.

Paucity of funds may undermine logistics for vital media campaign. There was an incident when a distinguished senator and respected politician experienced a situation where he had to intervene for a release of funds to execute a publicity programme, but his appeal could not sway reconsideration on the excuse that there was no provision in the budget. Though the outcome later was zero if not negative, in a situation like that you let the press understand.

Budget in media relations may be similar to that of public relations, but with restriction to media activities. The area of budgeting include:

Transportation:

Transportation is necessary to convey media representatives to the venue of public assignments, especially on facility tours and occasions outside the locality. It is not expected that the media will bear the cost of transportation on invitation to exhibition, product launch and ceremonial engagements that promote the products and services of the organisation.

Press conference:

Budgeting for press conferences may cover commercial news, on which most electronic media have fixed rates, supporting kits, like photography, video recording, and printed materials, to be provided.

Equipment:

The tools for the media relations office are costly. While big and buoyant organisations can purchase the items, small organisations whose media activities are occasional, can budget for hiring and paying for the services of the handlers

Direct Adverts:

Direct adverts, which is mentioned in another part of this book, have fixed rates, though there are occasional discounts for volume, and surcharge for special positions or other services, like art works, if they are scripted by advert agencies.

Appearances:

Not all interviews we listen to or watch on television are free. Special requests by the media to appear on such special programmes are accompanied with rates. This also goes with special features and supplements in the print media.

Corporate Social Responsibility:

Corporate social responsibility and sponsorship are contributory activities to worthy causes in the society that further promote an organisation, its brand name or service. The cost of projects from the initial plan, execution and appraisal are provided in a detailed budget

Entertainment:

Though media representatives would not bother whether or not a provision is made for their entertainment during their professional assignments, it may be unfair to treat them to hunger and thirst, particularly when the occasion was scheduled too early or late to allow time for meals away from the assignments. It will be also wrong to invite them to cover a dinner or luncheon where only the VIPs are treated to sumptuous meal and exotic drinks.

Social/Media Event:

Most organisations provide for contingencies and donations for social causes in their annual budgets.  The media can be considered too within such sub-heads, especially when the organisation is invited to social activities: book launch, anniversary, wedding, or naming ceremony e.t.c involving relevant media contacts.

Monetised Logistics:

Special logistics refers to the monetisation of organizations obligations to media personnel when it cannot provide certain hospitalities. Some may think it is brown envelope. However, if you need to take journalists on a trip to cover your activities, for instance, you have an obligation to accommodate them, probably in a hotel. Since you may not know their taste or style, it may be more convenient to give money in lieu of accommodation. Similarly, instead of providing exotic alcoholic wine, you may consider those who abhor alcohol. And since you may not be able to send your vehicles to pick editors from their different locations, you may fix a moderate flat rate for them to cover their return ticket and local travel etc.

Proposing the Budget

The budget can be proposed in three different stages: Annual Budget, which is the projection of activities for a whole year with their corresponding financial estimates. There is also On-the-Spot-Need Budget, which provides cost estimates for specific programme to be undertaken immediately. Spontaneous Budgets are made to cover activities which were not envisaged in the annual budget but which require urgent attention and implementation. These unforeseen activities include crisis, issue management or an abrupt interruption of operations.

A typical example of an annual budget is reproduced from my book “Financial Public Relations– The Nigerian Approach” which was published in 2001. Please read below an excerpt on budgeting:

Media Activities

a.       Media Chats/Courtesy call

                                    Gen. Expenses X 12months   =

b. Press Conferences             

                                    Gen. Expenses X 2annually   =

c. Research/Publication of Articles   

                                    Gen. Expenses X 12months    =

d. Video Coverage(editing/dubbing) 

                                    Gen. Expenses X 12months    =

e. Photo Coverage Album /Media     

                                    Gen. Expenses X 12months    =

f. Entertainment/Media Reception    

                                    Gen. Expenses X 12months    =

            Subtotal                                                                                 

Equipment

a. Procurement of Media Equipment                                = 

b. Consumables (Cassettes, Films, Albums, Inks etc.)      =

c. Maintenance & Services of Media Equipment            =

            Subtotal                                                                                   

Advertisements/Supplements

Newspaper Adverts/supplements    

                                    Rate X Pages X 12month       =

b. Electronic Media Commercial        

                                    Rate x Slot X12months             =  

            Subtotal                                                                 =  

Information Technology (IT)

a. Web Site Development                                                        =

b.  Email Installation/Internet Connection                =

c.  Web Hosting                                                          =

d.  Domain Name Registration                                 =

e.  Internet Usage Training                                           =

f.  Technical Support/ Maintenance                                       = 

               Subtotal                                                          =

Human Resources Management

a  Advance Training in Media Relations &

            Modern Media Techniques                                  =                                       

b.  Professional Seminars, Conferences &

            Workshops in media management                     =                                       

Annual Dues & Membership of

            Professional bodies, i.e., NIPR, NUJ, IPR etc.       =              Subtotal                                                    =   

Contingency

Miscellaneous/ Incidental Expenses 10% of the Total   =

(To cover donation/media engagements)

            GRAND TOTAL                                                    =

An annual budget is a forecast on anticipated income and expenditures. Failure in budget implementation might be as a result of downturn in the economy or reduction in anticipated allocation. Unfortunately, those who are not informed on the cost of media relations activities and strategies are often suspicious of budgetary requests for media engagements. If there is approval for the entire budget proposal, its actual release for the programme is rare. It is therefore imperative for media relations officers to be careful in their language and wordings for budgetary requests to avoid self-indictment. Some organisations, in trying to standardise their financial records, make proposals for consumables and redirect the funds for essential items and strategic needs. If the media relations officer cannot justify and fully retire his allocation, it may be necessary to request the service of a reputable agency or consultant for costing, to be free from audit query.

On genuine cases where there is a shortfall or dwindled operation, the unit must cut its coat according to its cloth and review the scope of its programmes. Prioritising the essential needs is required. There was a time when the Commission’s budget was cut by more than 70%. Such incidents could cause the collapse of operations of an organisation, not to talk of the activities of a single unit. The Commission survived the predicament by prioritising and prudent management of the available resources. Sometimes with little or no fund for publicity, the goodwill the organisation sustains with the media, can win their sympathy and supports at no cost. In fact the media can be supportive to the plight of transparent organisations as demonstrated by the following editorial of Thisday on the Commission’s financial status.