Advertising and Public Relations · TEE · papers

Q6A · Explain the Media Selection and Budgeting for Public Relations Campaign

2023-12-05 · Semester V final / re-exam

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

2023-12-05 · Q6A · Previous-paper question. Explain the Media Selection and Budgeting for Public Relations Campaign. [10 marks]

Answer

Part 1: media selection for the PR campaign

  1. Identify the public and the task: ask who needs information, consultation or support. Employees, neighbours, journalists and customers may require different routes.
  2. Check access and credibility: choose channels people can use and regard as relevant. Provide suitable language, captions, readable formats or offline access where needed.
  3. Match the message and feedback need: a complex issue may require a briefing and a written explanation; a concern requiring dialogue needs a way to ask and answer questions. A short announcement alone may be insufficient.
  4. Coordinate timing and control: brief staff and spokespeople, maintain an accurate website or newsroom, and offer journalists clear information. Earned news coverage is independently decided and cannot be guaranteed.
  5. Plan measurement: check whether the selected public received and understood the information. Keep delivery counts separate from trust, participation and other outcomes.

Part 2: budget the selected programme

Definition. A PR budget estimates the resources required to carry out a defined programme and evaluate its results. Media selection chooses channels suited to the publics and communication task.

In simple words. Objective se tasks nikalo; tasks se realistic cost nikalo.

Understand it step by step

  1. Select publics and channels: employee concerns may need internal dialogue; a public announcement may need a newsroom, briefing and accessible public updates. Earned media is sought, not bought or guaranteed.
  2. Research and planning: surveys, interviews, analysis and strategy require time and resources.
  3. People and production: include agency/staff time, writing, design, translation, photography, captions and accessible formats.
  4. Execution: venues, logistics, travel, briefings, digital distribution and any explicitly paid placements.
  5. Evaluation and contingency: monitoring, outcome measurement and a justified reserve are part of the plan. Separate actual spending from estimates and explain assumptions.
  6. Method: an objective-and-task approach costs the work needed for the objective. Simply spending what is left may underfund essential listening or evaluation.

See it in use