– “I don’t know” is expensive.

Marketing budgets have never been so closely scrutinised.

Accountants hover, knives probing for bone; their decisions slicing expenditure that doesn’t generate immediate cash flow.

But the lust for budget cutting could end up costing companies more in the long run, as new friction, or tax, attaches to revenue generation.

When people ask me about PR payback I show them this quote: Read more…