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If only there was a tidy formula to help companies decide how much to spend on public relations. “Unfortunately, there is no such algorithm,” said Terry Flynn, assistant professor of communications management at McMaster University, Department of Communication Studies and Multimedia. Determining a budget for PR is more about risk analysis and managing expectations than it is about financial modeling. Executive teams processing PR budget requests need to think carefully through their organization’s need for the...

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Sandra Garcia is a “conscious” Public Relations professional with over 10 years in the field who believes that stories have the power to change the world. This vegetarian, Transcendental Meditation practitioner, film and self-development junkie, and writer, tells the Organization of Canadian Women in Public Relations she re-branded her company into Conscious PR in 2012 after an epiphany she had. She wanted to run a business that reflected her personal values, and help the companies doing good for the world get their...

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Nicole Rodrigues is the CEO and Founder of NRPR Group, an agency based in Beverly Hills, CA. She’s a seasoned publicist and social media marketing pro with 17 years of experience under her belt, executing strategic campaigns for some of the biggest names in the business such as Yahoo!, Dolby, Sony Pictures Entertainment, Sony PlayStation, Hulu, M-GO, Toon Hero, Demand Media, MobiTV, and the Oakland Raiders. Nicole is the host of PRfect Pitch, a PR-focused radio show that’s...