South Africa, June 4 -- If you don't have a budget, you're probably not ready to engage a serious PR partner. That's not a dismissal, it's merely a reflection of the real-world effort that goes into developing a meaningful proposal that is more than a price list. Proposals worthy of signing off are a blueprint for partnership, requiring time, expertise, and strategic thought.

Without a budget, agencies are left to guess what's feasible, often spending hours crafting plans that won't fit. This isn't about squeezing you for money; it's about ensuring that the proposed services align with your goals and that both sides are clear about expectations.

A budget doesn't just help the agency; it helps you. It defines scope, prevents misalignment...