#WPRDFestival: Creating value with a small PR-Media Budget [Article]

As a critical business function, Public Relations acknowledges that the media plays a crucial role in creating brand awareness and shaping public opinion.

However, those with extensive experience in public relations practice will attest that, historically, organizations’ management often succumbs to the temptation to cut back on budgets allocated to media and PR amid tough times.

Through the creation of compelling content that inspires confidence, educates the audience, and shapes public perception, PR and the media can play a pivotal role in navigating tough times.

In the latest World PR Day Festival Twitter Spaces organized by Global Media Alliance in collaboration with industry professionals, the panelists, including Henry Nii Dottey, Head of Marketing and Corporate Communication at UBA; Sadat Laminu, Agency Lead at Irvine Partners; Albertina Kashuupulwa, Founder and Managing Consultant of Tulip Media (Namibia); and Omawumi Ogbe, Managing Partner of GLG Communications (Nigeria), delved into activities and substitutions that can be made when there is a budget cut.

Dottey added that content marketing in public relations, such as using infographics, blogs, podcasting, and business series online, is a great way to interact with your audience despite a cut in the budget.

Beyond relationships, however, Albertina strongly recommends that crafting newsworthy and compelling content is a sure way to get the attention of journalists and the media without breaking the bank.

Through digital marketing tools, newsworthy and compelling content creation, influencer marketing, building relationships with the media, and taking advantage of the organization’s channels are all great ways to thrive amid turbulent times.