Every day we hear news about the recession: the current state of consumer confidence, how many people are being laid off and how the economy is impacting various industries. PR is certainly no exception. A recent PRWeek article reports that many companies are asking their PR agencies to go on hiatus this year in an effort to weather the financial downturn. While retainer accounts may be hard to come by in 2009, this trend presents a significant opportunity for PR agencies to re-think how they’re working with existing clients and approaching new business to sustain momentum through these tough economic times.
The reality is news doesn’t stop during a recession and while many organizations may be cutting back on spending, they still need to find ways to connect and communicate with their customers and key audiences. PR is one of the most efficient, cost-effective ways to do this.
Cision, a provider of media intelligence services for the public relations, investor relations, marketing and corporate communications sectors recently released some survival tips on how to do more PR with less budget. Here are a few interesting tips:
Align PR tactics with business strategies – This is the philosophy upon which Communiqué PR was founded on and in fact, our founders have even written a book dedicated to this philosophy. It’s critical to align your communication strategies with your business objectives if you want to see true ROI in your PR program. Particularly in a down economy, organizations need to get the biggest bang for their buck. Making sure your communication and business strategies are aligned will produce better results that impact your business in a positive way.
Know what story you plan to tell – As consolidation continues to shrink editorial staffs for newspapers and magazines, reporters have less and less time to devote to the in-depth, niche topics they once covered. It’s important to understand they’re being tasked with covering several beats at once. In order to spark interest and secure coverage, you need to get creative and present compelling story ideas and provide the resources they need to easily write the story.
Leverage emerging technologies – Social media continues to prove to be a budget-friendly, efficient way to reach niche audiences. Blogs and micro blogs, social networking sites such as Facebook and Twitter, podcasts and vodcasts provide innovative ways to relay your company’s message and should be strategically incorporated into your communications plan.
The bottom line is PR can be a cost-effective vehicle for connecting with your key audiences and maintaining visibility during tough economic times. While you may not have the money to do a full blown PR program, many agencies are willing to work with you on a short-term or project basis to devise and execute a strategy that will yield results and drive your business.
For more information on how to leverage PR to help your company maintain momentum during the recession please contact us at info@communiquepr.com.