The Headline Nobody Wanted To Read
Last week MediaPost reported that second‑quarter U.S. ad spending “decelerated through May, pacing to be the lowest growth since the pandemic.” For anyone guarding a shrinking PR budget, the Guideline/Standard Media Index data feels like déjà vu: the spring buying season sputtered just when brands normally step on the gas. Piling on, analyst Brian Wieser clipped his 2025 ad‑growth forecast from 4.5 percent to 3.6 percent, and MoffettNathanson warned a recession could vaporize another $45 billion in ad dollars before year‑end.
And if the word decelerate didn’t curl your hair, Reuters piled on: analysts at MoffettNathanson warn a recession could vaporize $45 billion in ad dollars this year alone.
Knee‑jerk reaction #1: “Slash the budget—starting with marketing”
It’s predictable. When the CFO reaches for the chainsaw, paid media is the first limb on the chopping block: quick, visible savings with numbers the finance team grasps instantly.
Knee‑jerk reaction #2: “Go dark until the storm blows over”
Wrong move. History (and more than a few scar‑bearing brands) shows that silence erodes awareness, trust and share of voice faster than you can say TikTok. Rebuilding that equity later costs multiples of what it would have taken to sustain it.
The smarter pivot: Cut your ad spend? Up your PR spend.
Public relations is the economical workhorse of brand communication—especially in a downturn. If you’re considering reallocation, this is the moment to sharpen your PR budget and put it to work. Here’s why and how to deploy it.
1. Don’t Stop Communicating With Your Audience—Do It With PR
Why staying visible matters
Brands that maintain—or even grow—share of voice during recessions outperform later in sales growth and profitability. The effect compounds for years.
Decision cycles lengthen when money gets tight. Customers research longer, seek third‑party validation and look for brands that feel steady. PR excels at feeding those validation loops with credible stories and expert commentary.
Integrated PR services unlock every PESO channel without the media‑buy price tag, while issues management pros keep brewing problems from becoming brand‑breaking crises.
Why PR beats paid when budgets tighten
Credibility dividend – 92 percent of consumers trust earned media over paid ads, according to inBeat.
Defensible spend – PR’s cost structure skews to talent and ideas, not media inventory. If you have smart strategists and a good story, your PR budget can dominate headlines for a fraction of what you'd spend on digital.
Compounding shelf life – A well‑placed article or podcast interview keeps ranking in search, resurfacing in social and bolstering SEO long after a 30‑second spot fades.
What “doubling down on PR” looks like in practice
Prime‑time :30s on national cable
→ Replace with a live expert segment on a business‑news network or a guest spot on high‑authority industry podcasts. You still tap a targeted audience, but now your brand speaks as the trusted voice, not just the paid spot.Paid LinkedIn InMails that vanish after one send
→ Trade up to bylined thought‑leadership articles in the trade journals and newsletters your buyers already trust. Those pieces live online forever, fuel SEO and can be shared by sales in every nurture email.Generic display ads that fight shrinking click‑through rates
→ Invest in building share‑of‑voice, domain authority and high‑quality backlinks through data‑driven PR campaigns. Each credible mention pushes you up the search results page while adding third‑party validation no banner can buy.Endless retargeting banners that chase prospects around the web
→ Aim for executive‑profile features in major dailies and keynote slots at niche conferences. Both put your leaders—and their insights—front and center, generating press coverage, social chatter and warm pipeline conversations that keep paying off long after the cookies expire.
2. PR Is One Of The Most Economy‑Friendly Communication Tools Available
When dollars get squeezed, executives demand ROI math. Good news: PR’s efficiency isn’t anecdotal; it’s measurable.
Direct media cost
PR (earned): $0—coverage is secured on merit, not media spend
Advertising (paid): $$–$$$$ per placement, depending on channel and inventory
Audience trust level
PR: Credibility scores around 92 %; readers view journalists and analysts as impartial sources
Ads*: Hover near 41 % (inBeat study), because everyone knows space was bought
Average shelf life
PR: Articles, podcast episodes and TV replays can drive traffic for months—even years
Ads: Visibility lasts days (or the length of the flight) and disappears when the budget stops
SEO impact
PR: High—authoritative backlinks and keyword‑rich headlines lift search rankings
Ads: Low to none—paid spots rarely pass link equity or organic value
Cost per thousand impressions (CPM)
PR: Effective CPM is often under 10 % of what you’d pay for the same reach in paid media
Ads: Set the 100 % baseline—every impression carries its full price tag
Even the Public Relations Society of America flags cost‑per‑thousand efficiency as a core ROI yardstick.
Stretching every dollar: five thrift‑friendly PR plays
Newsjacking with purpose
Attach expert commentary to real‑time headlines—policy shifts, tariffs, tech rulings. Fast, relevant, almost free.Content atomization
One white paper ≈ eight bylines, two infographics, a webinar outline and a pitch deck. Milk it.Podcast guest tours
Booking fees? Zero. Reach? Massive. Repurpose the transcript for SEO gold.Data mini‑studies
Mine your own CRM or survey 200 customers. Fresh stats equal instant media interest.Community partnerships
Grassroots coverage + internal morale boost = win-win for your PR budget.
3. What PR Can Do For You (That Ads Can’t—At Any Price)
Elevate authority
Third‑party validation puts your brand on the expert podium. When a neutral journalist quotes your CMO, buyers perceive leadership—not self‑promotion.
Turbo‑charge search
High‑authority media domains linking back to your site can move you up Google’s results pages faster than most technical SEO tweaks.
Insure reputation
Earned goodwill is reputation capital. If a crisis hits, a bank of positive coverage buys you critical public patience.
Attract top talent
Prospective employees Google you. Positive press plus thought‑leadership signals culture, mission and stability—priceless in churn‑heavy times.
Support the entire funnel
PR isn’t just top‑of‑funnel fluff:
Awareness – Headlines spark recognition.
Consideration – Detailed bylines answer objections.
Conversion – Case‑study coverage provides social proof.
Advocacy – Awards and rankings give customers bragging rights.
If you’re refining your PR budget, now’s the time to align those dollars to real business outcomes—not just vanity metrics.
How To Re‑Allocate Budget The Smart Way
Ring‑fence a PR innovation fund
Protect 10–15 percent of last year’s paid media spend to pilot bold PR ideas—interactive data hubs, investigative research or documentary‑style video storytelling.Blend paid support surgically
Use micro‑paid pushes (e.g., LinkedIn boosts) only to amplify earned wins, not to replace them. This keeps paid costs predictable and leverages PR’s credibility halo.Measure what matters
Share of Voice, backlinks and inbound leads tell the true story of your PR impact.
A six‑month PR action plan for a Q2 slowdown
Month 1 – Messaging Tune‑Up
Refresh core positioning so every pitch, post and paid asset speaks to the economic‑downturn pain points your buyers feel today. Outcome: a story matrix your entire team can grab and go.
Month 2 – Thought‑Leadership Blitz
Flood the market with helpful expertise: land four bylined articles in priority trades and place at least fifteen quick‑hit expert comments with reporters on deadline.
Month 3 – Data Drop
Commission a bite‑size proprietary study, package the findings and offer a 24‑hour exclusive to a tier‑one outlet. The goal: headline coverage that every other publication then amplifies.
Month 4 – Broadcast Push
Put a friendly face to the narrative. Book the CEO (or designated exec) on three national TV or radio programs and back it up with appearances on five influential podcasts.
Month 5 – Community & CSR Spotlight
Host a local press event that showcases your social‑impact work; distribute a multimedia kit—photos, short‑form video, social snippets—to extend the story across shared and owned channels.
Month 6 – Measure & Optimize
Roll up the numbers: share‑of‑voice gains, new high‑authority backlinks, inbound‑lead lift. Identify which angles over‑performed, retire the weak ones and refresh the roadmap for the next six‑month sprint.
The Silence Tax Is Real
The ad market may be easing off the throttle, but your stakeholders’ need for trustworthy information is sprinting ahead. Brands that hibernate now will pay a silence tax—lost mindshare, eroded trust, slower recovery—when the economy rebounds.
The brands that maintain or increase their share of voice will win the comeback.
Let’s Talk Before the Silence Costs You.
Economic headwinds don’t wait for budget meetings. If your brand is staring down a line-item culling, don’t let PR be an afterthought—make it the centerpiece of your strategy. At TrizCom Public Relations, we help you align your PR budget with strategic visibility, industry leadership and real ROI.
Reach out today—because strategic noise beats silence every time.
Everyone has a story. Let TrizCom PR tell yours!
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
