Public Relations… in a Recession?

Yes. Your marketing engine should never stop, especially in a recession. After all, if no one knows your business exists, does it?

I’m not suggesting Super Bowl ads, nor am I advising that you spend money you don’t have. What I am recommending is public relations; it’s marketing on a shoestring budget. It’s credibility. It’s exposure. It’s attention in the marketplace, your target marketplace. I might be biased, but I got into this industry because I know how powerful PR can be for small businesses and large companies alike; I know the return my clients see on their PR investment.

With that, here are three reasons to keep the PR engine moving now. Yes, right now:

1. Your Competition Likely Pressed Pause. Most companies at this point have chopped their marketing budgets and aren’t even thinking about it right now. So step up to it. Get your word out while your competition isn’t.

2. You Still Have News. Recession or not, I’m willing to bet that your company is still doing work that is worthy of media attention. Whether you’ve offered pro bono work, launched a special recession deal, won an award, can speak as an expert on a relevant topic, or (gasp) hired or promoted an employee, your company has news. The recession didn’t take that away.

3. The Recession Will End. I’ve heard it; consumer spending is down. And with that, so is every other kind of spending. Even though your customers aren’t buying (as much) right now, it doesn’t mean they’re not looking. Your product or service fulfills a need, otherwise you wouldn’t have a business to start with. As soon as funds become available, your customers will want to fill that need. If your name isn’t out there, how will they know that YOU have the solution for them? The companies that keep the PR going will be at the forefront of customers’ minds and will be the go-to source when it’s time to buy.

A final remark: Money is still being spent, so don’t be discouraged. Instead, help one another every chance you get, offer fair pricing, do your best work, and promote the heck out of all the good things you’re doing during these trying times.