| During tough economic times companies try to trim | | | | If you really understand PR, you know that it means |
| budgets and cut costs as a means to protect the | | | | more than just writing a press release about your |
| bottom-line. Once the axe falls, marketing, public | | | | business and sending it to the media. PR means really |
| relations and advertising budgets are typically among | | | | partnering with the media and engaging the public to |
| the first to go. This is because executives often | | | | create the kind of image you want your company to |
| believe that they can survive for a while without | | | | have. Remember, at the heart of PR is creativity. So if |
| spending the extra cash to promote the product or | | | | times get really tough, that means you can get really |
| service. The truth is large businesses can survive if | | | | creative and think of ways to connect with the media |
| they've built a strong enough brand. As for small | | | | and your audience at little or no cost. You could host a |
| businesses, however, nothing could be further from the | | | | quirky contest, conduct a free workshop or donate |
| truth. | | | | money, food or clothing to a worthwhile cause. When |
| During a recession or economic downturn you need to | | | | money is scarce, these kinds of cost-effective yet |
| be more vigilant than ever when it comes to your | | | | simple initiatives build loyalty, respect and trust among |
| company's public relations efforts. In fact having a | | | | your clients. Your clients will like you and they will look |
| complete public relations strategy in place and sticking | | | | for opportunities to support you. |
| to it will benefit your company tremendously in the | | | | 3.) It keeps you "top of mind" among your customers. |
| long-run. Here's why: | | | | While it may feel painful to focus on your PR initiatives |
| 1.) It shows commitment to your message. | | | | when the economy is down, just remember, tough |
| If you choose to establish or maintain your presence in | | | | times don't last forever. Stay committed to your |
| the marketplace even during tough times, your target | | | | message because once the economy turns around |
| market will see that you are seriously committed to | | | | and your client base is in a better position financially, |
| your product or service. They will recognize that you | | | | they will remember you. Why? Because you |
| believe in what you do and in the end, they too will | | | | maintained a presence. You didn't disappear when the |
| come to believe you. Staying committed to your | | | | chips were down. Stick with your PR efforts and in |
| message despite an economic downturn shows clients | | | | the end, your customers will see you as strong, viable |
| that no matter what, you will find a way to spread the | | | | and stable and you will reap the benefits of your |
| word about your business. | | | | tenacity. |
| 2.) It shows resourcefulness and creativity. | | | | |