Based on what you want, what goal you are trying to achieve over what period of time will determine the cost of your PR campaign. While principles of PR and the fundamental laws of PR do not change, its application does—and what you’re trying to achieve will determine what needs to be done.

One thing you can do to remain in control of PR expenditures on your behalf is to ensure that your PR team develops a strategy for you—six months to one year. A full-year strategy is most optimum. And that strategy should have the exact methods, tactics and programs for achieving the campaign’s goal and when each step will be done. These steps should detail out the cost for you; you will then know what you’re going to get, and what it will cost. Know before you go. And demand a strategy. You deserve every miracle there is to be gotten from PR!