I would feel that the PR budget should be part of the IT 5%. My thought is 5% is likely to be more than IT needs on a regular basis (as over the long haul, there shouldn't be a lot of new features introduced to a mature coin) and in a lot of ways good IT is good PR.
I feel that 5% possibly will be barely enough funds (maybe not enough), and you severely discount the required IT maintenance expenses (even without considering an elaborate array of new features).
First, let me say that if we dont have IT expenses the whole coin risks dying (because there is a chance that if no one is being paid to maintain the coin everyone walks away) and I really dont want that to happen. (Thats because the coin cannot live without an active dev. There are mission critical issues that will arise over the next year that make or break the coin).
The other thing that people are obviously extremely shortsighted about are security commits and breaking changes. If you want to be a piece of crap coin, where you dont take security seriously, then you dont need to worry about this. Software TCO is 20% for the creation and 80% maintenance. Here are two examples: We are live 1 year, and 11 months in a new version of BEAST is in the wild. This requires a patch in OpenSSL. And, bitcoin merges a patch for SegWit that becomes the industry standard (sort of like JSON). Lets say SegWit is not something you can just merge the class in and go live. Lets say it requires an expert to integrate the constants and understand biblepay. So thats $10000 right there. Then we have testnet and the release schedule. Since BiblePay went live there are probably already 40 bitcoin commits already that our devs have a backlog to potentially merge in.
Anyway, I feel that it is barely enough and we need it, and if we do not spend it, then it will just increase BBPs value because more money will stay in the coinbase which is a good thing. Its better to error on the safe side than risk creating a timebomb that might die off for everyone.
We need 5 full time developers to make it in the top 50. Thats going to cost us $50 an hour for good developers- if we compensate them. Here is a good point for argument sake. 5 full time devs is over 500 hours of development per month. I stipulate that we need at least 500 per month - forever. Im already putting in 120 of them now for free. So lets tackle that one, if you think we need less than 500 per month.