No doubt, the days ahead of us are full of uncertainty. Since we specialize in crisis communications, we have dealt with a lot of issues that brought great uncertainty – 9/11, Anthrax, the Boston Marathon Bombing and individual company crises that negatively affect the workforce and change lives.
During uncertainty, the first reaction of many businesses is to start cutting budgets. Often times, public relations is a line item that seems logical. But in turbulent times like these, a strategic PR firm is one of the most critical partners you need the most.
During A Recession PR Is Vital
The benefits of a proactive public relations strategy have long-term impacts on the success of your business – long-term branding, employee relations, shareholder relations, public awareness and consideration, organic SEO, and so many, many more things.
Slashing PR during an economic downturn could hurt your company in more ways than you think.
Below are 5 PR-cutting repercussions I have seen companies experience in my 25-year career in communications.
Lost Brand Momentum.
Public Relations is a marathon not a sprint. Those that stick with PR during economic downturns reap the long-term benefits. You can’t just turn off and on the water faucet after retreating from the public space and expect organic SEO, search ranking results, community good will, reputation, expert positioning and media placements to start pouring out. When your competitors have slashed their PR budgets – you will have the advantage. The time is now to be the expert source. The time is now to win over those key search words. The time is now to invest in good, optimized content. The time is now to stick with your PR strategy.
Demonstrates Consistent Leadership.
Good PR demonstrates consistent leadership – and people are listening. PR is critical during a crisis when it is imperative to communicate clearly and consistently. Your stakeholders will be turning to you to be the voice of reason. Your customers will be looking at your social posts more closely than ever. Remember, public relations strategies target a much wider audience than just a brand’s customers. This usually includes, but is not limited to, board members, investors, employees and other market analysts in the industry as well as anyone who has a stake in how various audience groups perceive the company. If you waver, even in the slightest, it could have repercussions for years.
Become a Leader.
At some point, the economy will turn. By participating in PR during the downturn, you will be the leader while your competitors will be scrambling for share-of-voice. This share-of-voice strategy makes it easier to hire and retain employees, establish trust, engage with your audience, overcome issues and grow your customer base.
We Crave Good News Stories.
The media will get tired of COVID-19 – trust me. They will want stories that resonate with their readers and viewers. Your PR firm should be out there pitching right now. Believe it or not, we are already pitching Father’s Day stories. We are pitching good CSR stories during this horrific time. We are pitching our brand’s dedication to their employees. Why? First, it accomplishes part of our PR plan objective. Second, because these are the type of stories readers/viewers will be craving. We are pitching experts to shed light on specific situations. With 24-hour news cycles, you can bet that the media will be calling. If you don’t have someone responding to reporter queries, they will find someone who will (e.g. most likely your competitor). Remember expert opinion builds authority.
It’s A Strategic Tool.
Public relations measurably affects sales. Back in the day, PR pros were brought in late in the game – sometimes as a Hail Mary play. Today, PR is a recognized strategic tool that supports sales and other bottom-line business goals. PR pros should have a seat at the table when conversations begin. They provide wise counsel, data and evidence needed for successful campaigns. They set measurable objectives that coincide with a brand’s business objectives that are far more cost-effective and credible than advertising.
So, breathe deep and lean on your PR firm during this uncertain time. Your PR team is uber creative and will find solutions and offer perspective that can be hard to identify when things get messy. Your PR team is your partner. Use them!
If you need help figuring your way through this unprecedented pandemic nightmare, please feel free to reach out to us for a free public relations consultation. TrizCom PR is here for you and will expertly guide you through this foggy maze with crystal clear vision.
Jo Trizila is the founder of TrizCom Public Relations and Pitch PR in Dallas.
