During Uncertainty, Why PR and Marketing Cuts Should Come Last

In times of uncertainty, marketing budgets are often the first to be cut. Faced with financial pressures, many companies see public relations and marketing as expenses rather than investments, leading to a sharp reduction in spending on brand-building activities. However, research — including recent CMO surveys — shows that such cuts can have long-term negative consequences.

Marketing and PR drive brand awareness, customer trust and lead generation, all of which are critical for business growth — especially during challenging times. The majority of CMOs acknowledge that marketing budgets have declined in recent years, yet history proves that companies that maintain or even increase their marketing investments during downturns tend to recover faster and emerge stronger than those that cut back.

Before slashing marketing and PR budgets, marketing leaders need to rethink their approach. A strategic investment in PR during uncertain times can enhance credibility, position a brand as a thought leader and maintain customer engagement—all at a lower cost than traditional advertising.

PR as a Critical Tool for Business Stability in Uncertain Times

During times of uncertainty when business leaders need to make changes to policy, positioning, supply chains, staffing and corporate strategy, PR is critical for maintaining clear and consistent communication. Companies must ensure their messaging remains aligned across consumers, employees, Wall Street, investors, suppliers, public officials and other stakeholders. PR professionals play a crucial role in crafting transparent, strategic messaging that reinforces trust, minimizes confusion and strengthens brand reputation. Whether addressing financial concerns, workforce changes or shifts in business operations, PR ensures organizations stay ahead of the narrative and mitigate risks associated with misinformation or miscommunication.

PR is More Than Just Media Relations

Public relations goes beyond media placements—it encompasses earned media, thought leadership and strategic communications. to create maximum impact.

Owned Media

Blogs, white papers, newsletters and other brand-controlled content keep audiences engaged even without media coverage.

Earned Media

PR placements in top-tier publications with backlinks boost credibility and visibility.

Shared Media

Social media engagement amplifies PR efforts and builds community trust.

Paid Media

Sponsored content, influencer collaborations and digital PR campaigns ensure sustained brand awareness.

When integrated effectively, PR ensures a brand remains visible and influential—even during economic downturns.

The Impact of Marketing Budget Cuts on Brand Visibility

When marketing budgets shrink, the first thing to suffer is brand visibility. Without consistent communication and engagement, companies risk fading into the background, losing mindshare to competitors who continue investing in PR and marketing.

Insights from Recent CMO Surveys

• Marketing budgets have dropped to 7.7% of total company revenue in 2024—a significant decline compared to previous years [(Gartner CMO Survey, 2024)].

• The majority of CMOs are expected to do more with less, forcing them to prioritize digital channels while cutting back on PR and earned media.

• Despite budget cuts, marketing leaders agree that brand awareness is crucial to long-term success.

Why Visibility Matters More Than Ever

Cutting back on PR and marketing is like turning off the lights in a crowded marketplace—customers simply won’t see you. Brands that continue to maintain visibility during downturns are often the first choice when spending rebounds.

Case Study: Brands That Invested vs. Brands That Cut Back

• Kellogg’s vs. Post (Great Depression): During the Great Depression, cereal brand Kellogg’s doubled its advertising and PR investments, launching the now-iconic Rice Krispies brand. Meanwhile, competitor Post significantly reduced its marketing efforts. The result? Kellogg’s became the market leader and has maintained dominance ever since.

• McDonald’s vs. Taco Bell (1990s Recession): McDonald’s cut its marketing budget, while Taco Bell and Pizza Hut increased theirs. The outcome? Taco Bell’s sales grew by 40% and Pizza Hut’s increased by 61%, while McDonald’s saw a decline.

• Airbnb (COVID-19 Pandemic): Instead of halting marketing efforts, Airbnb shifted its messaging, emphasizing the safety and benefits of home rentals over hotels. The company also focused on storytelling and PR, strengthening its brand loyalty and visibility during a crisis.

• L’Oréal (2020 COVID-19 Pandemic): L’Oréal increased its digital marketing and PR efforts during the pandemic, shifting towards e-commerce, virtual consultations and influencer marketing. The result? The brand’s online sales skyrocketed and it gained a stronger foothold in digital beauty retail.

Lesson: Businesses that prioritize brand visibility and public relations during uncertain times tend to recover faster and outperform competitors who cut back.

PR As An Essential Business Investment – Not An Expense

While PR is often viewed as an optional expense, it is one of the most cost-effective ways to build brand credibility and trust—especially when marketing budgets are tight. Unlike paid SEO advertising, which stops delivering results the moment spending halts, PR creates a lasting impact by continuously generating brand exposure through media placements, thought leadership and organic content distribution.

PR and SEO: A Powerful Combination

PR and SEO work hand in hand to enhance online visibility and drive long-term brand growth. A strong PR strategy secures high-authority backlinks from media outlets, which boosts search engine rankings, increasing organic traffic to a company’s website. PR-driven content, such as press releases, interviews and guest articles, creates valuable, shareable assets that improve search performance while reinforcing a brand’s expertise and credibility.

How PR and SEO Work Together

Earned Media & Backlinks

PR placements in authoritative media sources drive organic backlinks, a key factor in SEO rankings.

Content Amplification

Press releases, blog posts and media mentions create evergreen content that fuels digital marketing strategies.

Reputation Management

PR ensures accurate brand representation in search results, helping control online perception.

Increased Brand Authority

Thought leadership articles and expert quotes in reputable publications strengthen a brand’s credibility.

The Long-Term Benefits of PR Investment

Unlike paid SEO advertising, where results disappear once spending stops, PR builds a sustainable brand presence. Media mentions, industry recognition and authoritative backlinks continue to drive value long after a campaign ends. Companies that prioritize PR see higher customer trust, stronger brand loyalty and improved digital discoverability, making it a smart investment for long-term growth.

Why PR is a Competitive Advantage

Companies that prioritize PR investments even during downturns:

• Maintain brand awareness when competitors fade.

• Build long-term credibility and trust.

• Position themselves for faster recovery post-downturn.

By optimizing rather than eliminating PR and marketing, businesses can stay visible, relevant and profitable—even in challenging times.

Marketing and PR are too valuable to cut during uncertain times. Strategic marketing leaders understand that brand credibility, visibility and trust are long-term assets that fuel business success.

Key Takeaways

• Cutting PR and marketing damages brand awareness, trust and growth.

• Strategic reallocation of budgets toward PR, content and earned media delivers better ROI.

• PR is a long-term investment, supporting visibility, SEO and reputation.

Next Steps: How TrizCom PR Can Help

At TrizCom PR, we help businesses maximize PR impact—even with reduced budgets. Whether it’s media relations, content marketing or crisis communication, we ensure your brand stays visible, credible and influential.

📞 Ready to protect and grow your brand? Contact TrizCom PR today for a free consultation.

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 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.

During Uncertainty, Why PR and Marketing Cuts Should Come Last FAQ

Is PR still relevant in 2024?

PR remains essential in 2024 as businesses navigate digital transformation, misinformation and evolving consumer trust. With increased focus on thought leadership, influencer collaborations and reputation management, PR plays a critical role in brand visibility. Companies leveraging digital PR, media relations and content marketing continue to build strong brand authority and customer loyalty.

Why should businesses avoid cutting PR and marketing budgets during economic uncertainty?

Cutting PR and marketing budgets reduces brand visibility, weakens credibility and slows customer engagement. Companies that maintain PR efforts during downturns recover faster and outperform competitors. PR keeps brands relevant, strengthens trust and ensures long-term success by fostering customer relationships and maintaining a strong market presence, even in challenging times.

How does PR provide value beyond media relations?

PR extends beyond media coverage by incorporating owned media (blogs, newsletters), earned media (press coverage), shared media (social engagement) and paid media (sponsored content). This multi-channel approach builds credibility, improves SEO, enhances brand storytelling and ensures continuous customer engagement, making PR a powerful and cost-effective strategy for long-term visibility.

What are some examples of companies that invested in PR during downturns?

Kellogg’s, Airbnb, L’Oréal and Taco Bell increased PR efforts during economic downturns, gaining market share while competitors cut budgets. By focusing on storytelling, digital engagement and earned media, they strengthened brand loyalty and positioned themselves for post-recession growth, proving that consistent PR investment leads to long-term success.

How does PR help maintain brand visibility when budgets are tight?

Answer: PR creates lasting brand exposure through earned media, influencer partnerships and thought leadership, offering cost-effective alternatives to paid advertising. PR-driven content can be repurposed across blogs, social media and email campaigns, maximizing reach and engagement without increasing marketing spend, ensuring brands stay relevant even with limited budgets.

What is the ROI of investing in PR during a recession?

Investing in PR during a recession enhances brand trust, maintains customer engagement and drives long-term growth. Studies show that brands prioritizing PR see higher post-recession revenue, increased lead generation and improved customer retention, proving that strategic PR efforts yield sustainable business success, even in challenging economic conditions.

Do marketing and PR go together?

Yes, PR and marketing complement each other by aligning brand messaging, audience engagement and reputation management. While marketing focuses on driving sales through promotions, PR enhances credibility through media relations, thought leadership and crisis communication. An integrated strategy ensures consistent messaging, builds trust and strengthens brand positioning, making both approaches more impactful and sustainable.

What is the relationship between marketing and PR?

PR and marketing complement each other by shaping brand perception and driving customer engagement. PR focuses on storytelling, media coverage and reputation management, while marketing emphasizes direct promotion and lead generation (though PR can do this very well, too). Together, they create a cohesive strategy that enhances brand credibility, builds awareness and strengthens customer trust, leading to business growth.

How can PR improve marketing efforts?

PR is a key component of marketing that strengthens brand credibility and audience trust. It enhances marketing by securing earned media coverage, improving SEO with high-authority backlinks and amplifying brand messaging. When integrated with content marketing and digital strategies, PR increases engagement, reinforces brand identity and maximizes the effectiveness of marketing campaigns for sustainable growth.

What is a Video News Release and How to Use It Effectively

As a marketer, you face the daily challenge of standing out in an oversaturated media landscape. How do you ensure your story resonates with your audience and grabs the attention of media outlets? The answer might just lie in a video news release (VNR). By combining the power of video production with the strategic impact of press releases, a VNR can effectively tell your story and elevate your brand across platforms.

What is a Video News Release?

A video news release is a pre-produced video designed to provide newsworthy content to media outlets, complementing a written press release. It typically includes b-roll footage, interviews with spokespeople and a clear narrative that aligns with your brand’s messaging. This makes VNRs give journalists ready-to-use content that fits seamlessly into their broadcasts or articles. Unlike traditional press releases, which rely solely on text, VNRs use visuals and audio to connect emotionally with audiences, making stories more memorable and impactful.

Peppa Pig Groundbreaking: A Case Study in VNR Success

The PEPPA PIG Theme Park Groundbreaking event showcases the effectiveness of a well-crafted video news release. The TrizCom PR team created a dynamic VNR by capturing vibrant visuals from the event, including interviews with spokespeople, children interacting with Peppa Pig and key moments like the ceremonial groundbreaking (we had children in pink hard hats, pink shovels shoveling pink sand from a small excavator).

What set this video news release apart was the speed of execution. Within two hours of the event, the footage was edited into a concise four-minute b-roll package. Alongside a press release, the VNR was distributed to newsrooms nationwide.

The result? The story went viral. Media outlets were eager to use the polished, engaging content, which required minimal additional editing on their part. This case study highlights the importance of speed, quality visuals and targeted distribution in achieving VNR success​.

Jill Renick Crisis Case: Raw and Authentic Storytelling

On the other end of the spectrum, the Jill Renick VNR demonstrates the power of authenticity in storytelling. Following a devastating family tragedy during Hurricane Harvey, TrizCom PR created a video news release to tell Jill’s story respectfully while minimizing the burden on her grieving family.

Using a simple iPhone, the team recorded heartfelt answers from Jill’s sister to 15 pre-prepared questions. The resulting footage, raw and unpolished, struck an emotional chord with audiences. News outlets across the U.S. picked up the VNR, captivated by its genuine and moving content.

This case shows that VNRs don’t always require expensive production equipment. Sometimes, the authenticity of the story itself is what makes the biggest impact​.

Why You Need a VNR in Your Media Strategy

Engages Media and Audiences

A video news release provides media outlets with high-quality, ready-to-use content, making it easier for your story to be featured. It’s an invaluable tool for enhancing your media relations strategy.

Expands Visibility Across Platforms

VNRs work seamlessly across TV stations, social media platforms and online channels, giving your story a broader reach and increasing audience engagement.

Tells a Compelling Story

With visuals, interviews and b-roll footage, a video news release brings your story to life in a way that written press releases alone cannot achieve.

How to Create a High-Quality VNR

Plan Your Narrative

Outline your key message and identify the visuals needed to support it. Whether it’s a joyful event or a sensitive issue, the narrative should align with your products, services and overall branding.

Focus on Production Value

Capture high-quality visuals and interviews that resonate with your audience. Ensure your video is clear, visually appealing and easy to edit for different formats.

Distribute Strategically

Pair your video news release with a detailed press release and send it to targeted media outlets. Tailor the content for social media platforms to maximize reach.

From Event Highlights to Crisis Response: The Power of VNRs

The Peppa Pig and Jill Renick examples highlight the versatility and power of Video News Releases in driving media coverage and audience engagement. Whether you’re celebrating a milestone event or sharing a heartfelt story, a VNR can amplify your message and leave a lasting impression.

Maximizing Media Engagement with a Strategic VNR Approach

Ready to create a Video News Release that captures attention and drives results? Let TrizCom PR help you craft a VNR tailored to your unique story. Contact us today to get started!

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 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.

 

Video News Release FAQs

What is a Video News Release (VNR)?

A Video News Release (VNR) is a professionally produced video designed to share a newsworthy story with media outlets. It combines visuals like b-roll footage, interviews, and a scripted narrative with a press release, providing journalists with ready-to-use content. VNRs are essential tools for enhancing media coverage, engaging audiences, and amplifying brand messaging across platforms.

Why are VNRs effective?

Video News Releases (VNRs) are effective because they combine compelling visuals and strategic storytelling to capture attention. They provide media outlets with ready-to-use content, reducing production time, and engage audiences more powerfully than text-based press releases. VNRs also enhance reach by performing well on social media platforms, making them a versatile tool for amplifying brand messages.

How to create a VNR?

Creating a Video News Release (VNR) involves planning a clear narrative, capturing high-quality visuals and interviews, and aligning the story with your brand message. Start by scripting key points, then film b-roll footage and spokesperson soundbites. Edit the content into a concise, engaging video, and distribute it alongside a press release to media outlets and social platforms for maximum impact.

How to use a VNR?

To use a Video News Release (VNR) effectively, pair it with a well-crafted press release and distribute it to targeted media outlets. Share the video on social media platforms to maximize reach and engagement. Tailor the content for various channels, including TV stations and online platforms, ensuring it aligns with your brand goals and resonates with your audience.

Why Brands Choose Boutique PR Firms Over Large Agencies

When brands evaluate potential public relations partners, the choice often comes down to working with boutique PR firms or large multimillion-dollar agencies. While both options have merits, boutique PR firms offer unique advantages that resonate with brands looking for specialized, personalized and results-driven strategies. Here's why many companies prefer boutique PR firms:

1. Personalized Attention and Tailored Strategies

Boutique PR firms are known for their hands-on approach. Unlike large agencies where clients might be assigned to junior teams or feel like one among many, boutique PR firms prioritize direct access to senior-level professionals. This ensures that strategies are custom-designed to address specific brand goals rather than adopting a one-size-fits-all approach.

Case in point: When TrizCom PR was hired by a large middle-market company to manage their public relations, we worked closely with the owner and their team for about a year. Our efforts yielded impressive results, but the CEO was later advised to switch to a larger agency, under the assumption that their extensive resources and big-name reputation would bring even greater success. The new firm’s retainer was four times the size of TrizCom PR’s and the transition was made.

Six months later, the company came back to TrizCom PR.

The CEO shared that while the larger agency seemed promising on paper, the experience didn’t meet expectations. They noted that TrizCom PR had accomplished more work in a single month than the larger firm had achieved in six months. Additionally, after the initial onboarding, they never saw or spoke to a senior member of the large agency’s team again. The people they were assigned to work with, who held senior-sounding titles, often had just a few years of experience. This disconnect in expertise and oversight became a significant issue.

It became clear that the personalized attention, agility and results-driven approach provided by TrizCom PR were irreplaceable. Unlike larger agencies, where titles can be misleading and experienced professionals are often far removed from day-to-day work, TrizCom PR ensures that our clients have direct access to seasoned experts every step of the way.

This experience highlights why brands often choose boutique PR firms like TrizCom PR over large agencies. Our commitment to delivering personalized service, ensuring true senior-level expertise and maintaining a laser focus on measurable outcomes made all the difference—and ultimately brought this company back to where they knew they’d find real results. 

2. Agility and Flexibility

Smaller firms are inherently more adaptable. Without the layers of bureaucracy that characterize larger agencies, boutique PR teams can pivot quickly to respond to market trends, crises or client needs. This agility is crucial in today’s fast-paced media environment.

Case in point:  TrizCom PR’s work with Fan Expo perfectly illustrates this adaptability. While managing traditional event public relations, we identified an opportunity to enhance the campaign with creative and targeted promotional elements. One standout moment involved the viral sensation Chewbacca Mom, Candace Payne.

Upon recognizing Payne’s growing popularity, we quickly crafted a plan to connect her with Peter Mayhew, the original Chewbacca and a confirmed guest at Fan Expo Dallas. After discovering Payne was a Dallas-Fort Worth resident scheduled for a press junket in Los Angeles, TrizCom PR pitched The Late Late Show with James Corden to facilitate a personal invitation from Mayhew to Payne for the event.

The resulting collaboration created a buzz that resonated with a wide audience, drawing significant media attention and introducing Fan Expo Dallas to new demographics. Payne’s attendance and interaction with Mayhew captivated fans and expanded the convention’s visibility far beyond its core audience.

This example showcases how boutique PR firms like TrizCom PR can seize opportunities and create meaningful connections, driving impactful results in ways that larger, less agile agencies may struggle to achieve.

3. Cost-Effectiveness

Budget considerations are significant for many brands, especially startups and mid-sized businesses. Boutique PR firms often offer competitive pricing without compromising on quality. Their streamlined operations and targeted efforts eliminate unnecessary overhead costs, such as expensive office spaces in many cities, extensive staffing and development efforts.

Case in point: As the Dallas-Fort Worth representative for PRConsultants Group (PRCG), TrizCom PR can seamlessly transition from a boutique public relations agency to a national PR partner without the hefty price tag of a large agency. PRCG is a network of senior-level public relations, communications and digital marketing professionals in every major U.S. market, providing clients with local expertise and established media and community relationships.

TrizCom PR utilized the PRCG network to manage regional campaigns across multiple markets for a client with a new product launch. Instead of flying the TrizCom PR team across the country—an approach that would have significantly increased costs—we partnered with trusted PRCG members in each target region. These local experts leveraged their in-depth knowledge of their respective markets to ensure the launch’s messaging resonated with audiences, delivering high-impact results at a fraction of the cost of a traditional nationwide campaign.

This example demonstrates how TrizCom PR’s access to national resources through PRCG allows us to deliver comprehensive campaigns without the inflated expenses typical of larger agencies. Combining our boutique approach with a powerful national network provides clients cost-effectiveness and quality outcomes.

4. Stronger Partnerships and Collaboration

Working with a boutique PR firm often feels more like a partnership than a transaction. These agencies tend to view themselves as extensions of their client’s teams, fostering close collaboration and a shared commitment to success.

Case in point: One of the things TrizCom PR takes pride in is becoming an extension of our client’s internal teams. In conversations, it’s never “you” but “we.” This collaborative approach allows us to work seamlessly alongside our clients’ departments, creating a unified, powerful team.

For instance, we partnered with an $800 million company with only one person on their marketing team. Despite the organization’s size, the limited internal resources made managing comprehensive PR and marketing efforts challenging. TrizCom PR stepped in as an integrated part of their team and their vendor coordinator. We took on the role of managing all their marketing vendors, including traditional advertising, digital marketing, SEO and more. By streamlining these efforts and ensuring channel alignment, we delivered cohesive strategies that amplified their brand and maximized their marketing investment.

This example illustrates how boutique public relations firms like TrizCom PR foster meaningful partnerships, aligning closely with their client’s goals and becoming a natural extension of their team. By providing both strategic direction and operational support, we empower clients to focus on their core business while we handle the complexities of their marketing ecosystem.

5. Results-Driven Focus

Boutique PR agencies pride themselves on delivering measurable outcomes. With fewer clients and more focused resources, these firms often go above and beyond to demonstrate their value through strategic approaches that directly accomplish their client’s business goals.

Case in point: TrizCom PR always begins by aligning our efforts with our client’s overarching business objectives, ensuring every strategy is designed to drive meaningful results. For one client in the technology sector, the primary goal was to secure Series C funding by elevating their visibility and credibility within the industry.

TrizCom PR developed a strategic, multi-channel plan that combined earned media, thought leadership initiatives and community engagement to position the client as a trusted industry leader. Within six months, we delivered over 50 high-impact media placements in top-tier and regional outlets, generating millions of impressions, valuable backlinks and establishing a strong market presence. Additionally, we secured speaking opportunities at two prominent industry conferences, further solidifying the client’s reputation among key decision-makers.

These strategically planned efforts captured the attention of private equity partners and analysts, directly leading to successful Series C funding. By focusing on strategies that aligned with the client’s ultimate business goal, TrizCom PR provided measurable outcomes that went beyond media coverage to deliver tangible business success. 

This example highlights how boutique PR agencies like TrizCom PR prioritize strategic alignment over isolated tactics, ensuring every initiative contributes to achieving the client’s most critical objectives.

6. Innovative Thinking

Without the constraints of traditional structures, boutique PR firms can experiment with creative strategies and innovative approaches. They are more likely to embrace emerging platforms, technologies and ideas that may not align with the rigid frameworks of larger firms.

Case in point: TrizCom PR was one of the first public relations firms to recognize the importance of measurable outcomes in PR campaigns. For years, the industry relied on vague metrics like “increasing awareness and consideration,” often supported by unreliable measurements. TrizCom PR saw this approach as insufficient and committed to a more results-driven standard.

We recognized that if our efforts didn’t directly support a brand’s business goals, clients shouldn’t hire us. This philosophy shifted our focus away from isolated tactics—common among larger agencies—and toward integrated strategies designed to drive real impact. Our approach combines earned, shared, owned and paid media efforts to ensure that every initiative contributes to measurable results, such as sales growth, market expansion or investor interest.

By aligning our strategies with our clients’ overarching goals, TrizCom PR has consistently delivered impactful outcomes that transcend surface-level PR metrics, helping brands achieve long-term success.

This example demonstrates how boutique public relations agencies like TrizCom PR leverage innovative thinking to challenge industry norms, prioritizing meaningful results over outdated, ineffective approaches.

Conclusion

Boutique PR firms like TrizCom PR offer a unique blend of personalized service, strategic thinking and measurable results that set them apart from larger agencies. By prioritizing business goals, fostering true partnerships and embracing innovative strategies, TrizCom PR ensures every client receives impactful solutions tailored to their needs. Whether it's delivering measurable outcomes, navigating a competitive market or achieving long-term growth, boutique firms provide the agility and focus required to truly amplify a brand's voice.

For more case studies, please visit https://www.trizcom.com/pr-case-studies.

Let TrizCom PR Elevate Your Brand with Boutique PR Excellence

Ready to experience a boutique PR firm's personalized service and results-driven strategies? Let TrizCom PR help amplify your brand’s voice and achieve your business goals. Contact us today to learn how we can create impactful, tailored solutions for your unique needs. Together, we’ll take your PR strategy to the next level.

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 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.

Boutique PR Firm FAQ

What is a boutique PR firm and how does it differ from a large agency?

A boutique PR firm delivers personalized service, tailored strategies, and direct access to senior professionals. With fewer clients and streamlined operations, they focus on quality and measurable outcomes, making them a perfect choice for businesses seeking impactful, results-driven public relations solutions aligned with their specific goals.

What types of services do boutique PR firms typically offer

Boutique PR firms provide services such as media relations, thought leadership, crisis management, event promotion, digital strategy, content creation and integrated campaigns. They excel at blending earned, shared, owned, and paid media to create tailored, results-driven solutions that align with clients' business goals.

How can a boutique PR firm help achieve my business goals?

A boutique PR firm helps achieve your business goals by aligning strategies with specific objectives like increasing visibility, generating leads or sales, or securing funding. Their personalized approach focuses on measurable outcomes, ensuring every effort directly supports your success and delivers impactful, results-driven solutions tailored to your needs.

Is a boutique PR firm the right choice for startups or small businesses?

Yes, boutique PR firms are ideal for businesses of all sizes including startups and nonprofits. They offer cost-effective services, flexibility and tailored strategies, ensuring impactful results even with often with smaller budgets. Their personalized approach aligns with unique business goals, helping startups and organizations grow effectively.

How does a boutique PR firm measure success for its clients?

Boutique PR firms measure success through customized metrics like earned media placements, audience engagement, website traffic, conversions or revenue growth. They prioritize business impact over generic PR metrics (impressions, views, reach), ensuring campaigns deliver tangible and meaningful results aligned with the client’s goals.

What industries or niches do boutique PR firms specialize in?

Boutique PR firms often specialize in industries such as B2B, B2C, technology, healthcare, consumer goods or nonprofits. This focus allows them to develop deep expertise, strong connections, and tailored strategies that address each market's specific challenges and opportunities. Often, boutique PR firms also know their local markets inside and out.

What are the cost advantages of working with a boutique PR firm?

Boutique PR firms maintain lean teams and streamlined processes, avoiding high overhead costs typical of large agencies. This enables them to deliver high-quality, impactful services with personalized strategies at competitive rates, making them a cost-effective choice for businesses seeking measurable results and long-term success.

How does a boutique PR firm ensure personalized attention for its clients?

Typically, boutique PR firms serve fewer clients, providing direct access to senior public relations professionals who work closely with you. This hands-on approach ensures tailored strategies, quick responsiveness, innovative solutions and a collaborative partnership that prioritizes your unique business goals, challenges, and long-term success.

What level of experience can I expect from the team at a boutique PR firm?

Boutique PR firms typically have senior-level public relations professionals with extensive industry experience. Unlike large agencies where junior staff handle most accounts, boutique PR firms ensure clients work directly with seasoned experts who provide valuable insights, proven strategies, personalized attention and customized solutions tailored to achieve specific business objectives effectively.

How does a boutique PR firm manage national or multi-market campaigns?

Boutique PR firms leverage networks like PRConsultants Group to provide local expertise in multiple markets. They ensure campaigns are cohesive, cost-effective, innovative, and tailored to resonate with regional audiences while maintaining a unified strategic vision for national impact and achieving measurable business goals.

The Ultimate Guide to Giving Tuesday Strategies: Maximizing Your Impact in 2024

The Ultimate Guide to Giving Tuesday Strategies: Maximizing Your Impact in 2024

As we approach another giving season, nonprofits across the globe are finalizing their Giving Tuesday strategies. With U.S. donors contributing an impressive $3.1 billion during Giving Tuesday 2023, the stakes are higher than ever for organizations looking to make their mark on this global day of giving. This blog will walk you through proven strategies to maximize your Giving Tuesday impact and set your organization up for long-term success.

Understanding the True Power of Giving Tuesday

Giving Tuesday CEO Asha Curran puts it perfectly: "Giving Tuesday is not just a fundraising day. It's a day when people TALK and THINK about giving back." This perspective transforms our understanding from viewing it as merely a fundraising event to recognizing it as a cultural moment that can catalyze lasting donor relationships and community engagement.

The numbers speak volumes about the day's potential: 34 million adults in the United States participate in Giving Tuesday, with organizations experiencing 12 times more donor engagement than an average day. With donors providing an average one-time gift of $175, the opportunity for meaningful fundraising is significant.

Setting Foundation: SMART Objectives

Success begins with clear, measurable objectives. Instead of vague goals like "raise more money," successful organizations employ the SMART framework. For example, a well-crafted objective might be: "To acquire 200 new donors and raise $25,000 during the week before, during, and after Giving Tuesday to fund our youth education program."

Your objectives should be:

• Specific enough to guide actions

• Measurable through concrete metrics

• Attainable based on your resources

• Relevant to your mission

• Time-bound with clear deadlines 

The Five Essential Phases of Giving Tuesday Success

Phase 1: Strategic Storytelling

Begin your narrative development in early November, focusing on your organization’s tangible impact. Your story should:

• Connect emotionally with potential donors

• Demonstrate clear impact through data and testimonials

• Show the journey from donation to impact

• Include diverse voices from beneficiaries, staff, and supporters

• Create urgency while maintaining authenticity

Phase 2: Comprehensive Planning

Start planning at least two months before Giving Tuesday. Your planning should encompass:

Campaign Infrastructure

• Detailed timeline of all activities

• Multi-channel communication strategy

• Marketing materials preparation

• Donation platform testing and optimization

• Staff and volunteer training programs

Resource Allocation

• Marketing budget distribution

• Staff responsibility assignments

• Technology requirements assessment

• Content creation calendars

• Volunteer coordination plans

Phase 3: Mobilizing Key Supporters

Your supporters are your greatest asset. Empower them through:

Brand Ambassador Programs

Provide your ambassadors with:

• Clear guidelines and expectations

• Ready-to-share social media content

• Personalized donation tracking links

• Regular updates and support materials

• Recognition and incentive structures

Peer-to-Peer Fundraising

Enable supporters to create personal fundraising pages with:

• Customizable content options

• Easy social sharing capabilities

• Real-time progress tracking

• Mobile-friendly interfaces

• Automated thank-you messages

Phase 4: Flawless Execution

Digital Presence Optimization

Your online donation page should be:

• Mobile-responsive (According to 360MatchPro, sites with mobile-friendly donation pages yield 34% more donations)

• Fast-loading

• Simple to navigate

• Secure and trustworthy

• Clear in its call to action

Multi-Channel Communication Strategy

• Email Campaigns

• Segment your donor lists

• Personalize content

• Enable one-click donations

• A/B test subject lines

• Track open and click-through rates

Social Media Engagement

• Create platform-specific content

• Maintain consistent branding

• Schedule regular updates

• Monitor engagement metrics

• Respond to comments promptly

Text Messaging

With a 98% open rate, text messaging should include:

• Clear calls to action

• Short, compelling messages

• Easy donation options

• Regular campaign updates

• Immediate thank-you responses

Phone Campaigns

• Train callers effectively

• Provide clear scripts

• Establish follow-up protocols

• Track conversion rates

• Gather feedback systematically

Phase 5: Donor Retention and Stewardship

Your post-campaign strategy should focus on:

• Immediate acknowledgment of donations

• Personal thank-you messages

• Impact updates

• Ongoing engagement opportunities

• Regular communication

Advanced Strategies for Enhanced Impact

Leverage User-Generated Content

With 57% of online donors making gifts after watching videos, focus on:

• Beneficiary testimonials

• Donor experience stories

• Behind-the-scenes glimpses

• Live streaming updates

• Impact demonstrations

Implement Real-Time Analytics

Track and optimize your campaign using:

• Website conversion rates

• Social media engagement metrics

• Email campaign performance

• Text message response rates

• Donor behavior patterns

Timeline for Maximum Impact

Early November

• Launch your storytelling campaign

• Begin ambassador outreach

• Test all technical systems

• Finalize marketing materials

• Train staff and volunteers

Mid-November

• Share impact stories

• Activate social media campaigns

• Begin email sequence

• Launch peer-to-peer fundraising

• Engage corporate partners

Thanksgiving Week

• Express gratitude to existing donors

• Share touching testimonials

• Prepare final campaign elements

• Activate ambassador network

• Test all donation systems

Giving Tuesday

• Execute primary ask strategy

• Monitor real-time metrics

• Engage across all channels

• Share progress updates

• Celebrate milestones

Post-Giving Tuesday

• Thank donors promptly

• Share campaign results

• Begin stewardship process

• Analyze campaign data

• Plan follow-up engagement

Keys to Long-Term Success

Maintain Perspective

While Giving Tuesday is significant, it should be viewed as part of your broader fundraising strategy. Focus on:

• Building sustainable relationships

• Creating year-round engagement opportunities

• Developing donor loyalty

• Measuring long-term impact

• Planning for future growth

Technology Integration

Ensure your technology stack supports:

• Mobile giving options (text to give)

• Automated thanking processes

• Data analysis capabilities

• Social media integration

• Donor management systems

Corporate Partnerships

Develop partnerships that provide:

• Matching gift programs

• Employee giving initiatives

• In-kind support

• Marketing amplification

• Volunteer opportunities

Measuring Success

Track your campaign through:

• New donor acquisition

• Total funds raised

• Donor retention rates

• Social media engagement

• Email performance metrics

• Text message response rates

• Peer-to-peer fundraising results

Looking Forward

As Giving Tuesday continues to evolve, successful organizations will:

• Embrace new technologies

• Adapt to changing donor preferences

• Focus on relationship building

• Innovate engagement strategies

• Maintain authentic connections

Case Study: Heroes for Children's Giving Tuesday Success

In 2019, Heroes for Children faced a significant challenge: donor fatigue was threatening their ability to support families with children battling cancer. The organization needed a fresh approach to their Giving Tuesday campaign that would energize existing supporters while attracting new ones. Their journey from challenge to success offers valuable insights for nonprofits facing similar obstacles.

The campaign began with a precisely defined SMART goal: to attract 350 new donors and raise $25,000 within a focused timeframe spanning the week before, during, and after Giving Tuesday. This ambitious target represented a significant increase from previous years, but the organization believed it was achievable through strategic innovation in their approach.

Understanding their target audience was crucial to the campaign's success. Heroes for Children specifically focused on millennials, recognizing that this demographic responds strongly to peer recommendations and social proof. The organization developed a multi-channel strategy that prioritized mobile-first experiences, knowing that younger donors prefer seamless digital giving options.

The campaign's backbone was a sophisticated brand ambassador program. Selected ambassadors received comprehensive support packages, including pre-crafted social media content, personalized tracking links, and regular campaign updates. Each ambassador had specific guidelines, storytelling frameworks, and calls to action that maintained consistency while allowing for authentic personal connection.

Technology played a pivotal role in the campaign's execution. Heroes for Children implemented MobileCause as their fundraising platform, ensuring a smooth donation experience across all devices. The platform's capabilities allowed for real-time tracking of donations, automated thank-you messages, and seamless social sharing options, creating a virtuous cycle of giving and engagement.

The organization developed a strategic content calendar that built momentum throughout the campaign period. They began with awareness-building content in early November, transitioned to impact stories mid-month, and culminated in direct appeals during Giving Tuesday itself. This phased approach prevented donor fatigue while maintaining engagement throughout the campaign period.

User-generated content became a powerful tool in their arsenal. The organization encouraged families they had helped, board members, and supporters to create short videos sharing their Heroes for Children stories. These authentic narratives, each concluding with a clear call to action, proved particularly effective in driving donations, aligning with research showing that 57% of online donors give after watching videos.

Post-campaign analysis revealed several key success factors. The micro-donation strategy proved effective in lowering barriers to entry for new donors. The focus on mobile optimization resulted in a 34% increase in donation completion rates compared to previous campaigns. The ambassador program significantly expanded their reach, with each ambassador averaging 15 new donor referrals.

The lessons learned from Heroes for Children's campaign underscore the importance of strategic planning, clear targeting, and technological integration in modern fundraising. Their success demonstrates that even organizations facing donor fatigue can revitalize their giving programs through innovative approaches and authentic storytelling.

The impact extended beyond Giving Tuesday itself. The campaign's success established new benchmarks for donor engagement and provided a template for future fundraising efforts. More importantly, it strengthened Heroes for Children's ability to support families facing the challenges of childhood cancer, proving that strategic innovation in fundraising directly translates to enhanced mission fulfillment.

Last-Minute Giving Tuesday Strategies: A Rapid Response Guide

Don't panic! While early planning is ideal for Giving Tuesday, you can still create an effective campaign with these rapid-deployment strategies.

Immediate Actions (Today)

1. Quick Digital Setup

• Optimize your donation page for mobile devices

• Set up a text-to-give system (services like MobileCause offer quick implementation)

• Create a simple landing page with clear calls-to-action

2. Leverage Existing Assets

• Review and repurpose previous campaign materials

• Gather existing impact stories and testimonials

• Pull compelling statistics from your recent work

3. Emergency Communications Plan

Create a simple schedule:

• Day 1-2: Awareness messages

• Day 3-4: Impact stories

• Day 5: Final preparation

• Giving Tuesday: Hourly posting plan

Fast-Track Strategy (Next Five Days)

1. Rapid Ambassador Activation

• Email your most engaged donors and board members

• Provide them with:

• Pre-written social media posts

• Simple sharing instructions

• Basic talking points

• Your organization's donation link

2. Quick-Launch Social Media Campaign

• Schedule minimal but impactful posts

• Focus on your best-performing platform

• Use the #GivingTuesday hashtag

• Share real stories from your organization

3. Essential Email Sequence

• Day One: Campaign announcement

• Day Three: Impact story

• Day Five: Reminder

• Giving Tuesday morning: Launch

• Giving Tuesday afternoon: Update

• Giving Tuesday evening: Final push

4. Simple But Effective Messaging

Focus on:

• One compelling story

• One clear ask

• One specific impact goal

• One easy way to give

Giving Tuesday Game Plan

Morning

• Launch email campaign

• Post social media announcements

• Activate text message system

• Begin ambassador outreach

Afternoon

• Share progress updates

• Post donor thank yous

• Send reminder emails

• Engage with social media responses

Evening

• Final push communications

• Last-call messaging

• Thank you broadcasts

• Results sharing

Post-Event Essentials

• Thank donors within 24 hours

• Share initial results

• Plan simple follow-up engagement

• Document lessons learned for next year

Key Success Factors

• Keep messaging simple and direct

• Focus on mobile giving

• Leverage existing relationships

• Maintain realistic expectations

• Start planning earlier next year

Remember: Something is better than nothing. While not ideal, a simple, focused campaign can still yield results. Use this experience to build a stronger foundation for next year's campaign.

Conclusion

Effective Giving Tuesday strategies require careful planning, clear goals, and coordinated execution across multiple channels. By following these guidelines while maintaining focus on long-term donor relationships, organizations can maximize their Giving Tuesday impact while building a foundation for sustainable fundraising success.

Remember that while the day itself is important, the relationships and engagement fostered during Giving Tuesday can lead to year-round support for your organization's mission. Start planning early, engage supporters meaningfully, and maintain perspective on how this day fits into your overall fundraising strategy.

Success on Giving Tuesday isn't just about the dollars raised—it's about building a community of engaged supporters who believe in your mission and are committed to helping you achieve it. By implementing these strategies thoughtfully and focusing on long-term relationships, your organization can make the most of this powerful giving day while setting the stage for sustained growth and impact.

Transform Your Giving Tuesday Impact with TrizCom PR

Ready to maximize your nonprofit's impact this Giving Tuesday and beyond? Your mission deserves more than just publicity—it needs strategic storytelling that drives real results. TrizCom PR has helped organizations like Heroes for Children increase their donor base by hundreds while raising tens of thousands in critical funding. Our proven approach combines data-driven strategies, multi-channel campaigns, and compelling narratives that turn your cause into a movement. Don't let another giving season pass without the expert PR support you need. Contact TrizCom PR at 214-242-9282 or email Jo Trizila jo@trizcom.com today to transform your nonprofit's visibility and impact.

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. 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 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.