We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Each cost in your marketing budget should be linked to one of your goals
We’ve talked before about the importance of every marketing tactic and action being directly correlated to your business goals. Each tool and tactic you choose to use should be treated as an investment that you expect to pay off in the form of specific business goals. Ask yourself what objectives you want to meet in a particular period – month, quarter or year – and what tactics you will need to use to achieve them. Then look at the costs of those tactics and assign your budget accordingly.
Also, think about long-term and short-term objectives. Once you have your business goals and marketing wish lists worked out, consider first investing in short-term goals which, if realized, can generate resources that you can then reinvest into larger, long-term goals.
In short, your business goals will always tell you where your marketing focus needs to be. Your goals will help determine the right marketing budget each month, quarter, and year.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
