Sorry about taking the long way to that observation!
It’s the complication of a field that has multiple subsets and two that sound related! (crisis vs. emergency and often used differently depending on the organization)
Emergency Comms is a whole sale approach: TV, Radio, Internet, Hard Media (news papers, etc), and public events. But, due to that nature spending money just for top search results seems far into the weeds with little to no value add to the public that just wants answers.
For your longer term programs, absolutely an option that be budgeted for annully and planned appropriately.