PR in a Recession:
Increasing Your PR Stock Value
January 13, 2009

Opening Comments:
Matt Tidwell: Continue to better yourself – get a master’s degree, accreditation, etc.
Melissa Sturges: Understand how PR helps to deliver sales and be able to communicate those benefits. Know your clients’ business. Do what makes sense for them, not what impacts your bottom line. Look at your marketing plan – if it’s not ideal, alter it. Be open about other sectors. And get serious about social media.
Dick Johnson: Recessions come and go. It’s all about the long haul. Be prepared to deal. Provide quality service, and exceed expectations.

What should a company’s message be in tough times?
DJ: Don’t be in denial. Take actions your clients/investors can see. Tell your employees, “we care”
MS: Communicate your efforts at safeguarding your business.
MT: You need to have a plan to get through tough times, and you need to be able to communicate that to your employees. How does your plan impact employees? Make sure all your listening systems are in tact and working to manage rumors. Provide a ‘line of sight’ so every employee can see how they fit in to the bigger picture.

How should existing relationships change during a recession?
MT: Middle managers should become much better communicators. Employees would rather hear from their boss than their CEO.
MS: Position yourself as a trusted advisor. Give employees the opportunity to have an ownership stake in your results.
DJ: Stay in contact – things change quickly. Help your clients through the bad news. Show our clients the value of PR.

How do you make yourself indispensable?
MT: Measurement, continuing education and accreditation.
MS: There are problem identifiers and problem solvers. The solvers have the staying power.
DJ: Have integrity. Show class. Maintain your composure. Overwork yourself.

How can we save in our PR budget?
DJ: Help your clients with their budget. Show value. They might not be able to afford to have you write the release, but maybe you can edit it. State and local newswires are much more affordable for release distribution – both get you results in internet searches.
MS: Be objective, and rethink your strategic plan. Be strategic versus acting out of fear and efficiency.

How can you grow your business in a recession?
DJ: Make lots of phone calls. Keep in touch with your contacts. Consider pursuing smaller clients.
MT: Consider cross-pollination with other departments and divisions to share budgets.

What are things you’re too busy to do in good times that you should consider now?
MT: Collaborate with other departments.
MS: Do for yourself what you would do for others. Update your own marketing plan.
DJ: Find new tools. I started a blog. Learn and then do.