Since
October 2008, many people - clients, colleagues, PR pros, students,
etc. - have asked me what they should do to survive in the economic
downturn. The answers vary for each group and individual, but the basic
facts remain the same. Here are my top 10 reasons why public relations
matters, especially in a down economy:
Credibility: With public relations, unbiased
decision-makers can tell your story for you. Be it traditional media,
Web-based communications, word-of-mouth, etc., the personal nature of
the communications between individuals adds a layer of credibility.
Research points that it is more believable because the communicator is
speaking honestly and is unlikely to have an ulterior motive (i.e. they
are not trying to sell you something). Think about it: If an unbiased
columnist writes that a certain widget works well or that a restaurant
has great food, doesn't that resonate with you more than an
advertisement or direct mail piece? What if you read this information
on a blog or hear it from your best friend? Sources are trusted more
than an ad, direct mail, salespeople, etc.
Value: Public relations provides better ROI than
most other forms of communication. Sometimes a simple phone call to an
editor can result in a story that reaches numerous people and is worth
thousands of dollars.
Perception: No other form of communication can
persuade and change public opinion more effectively than public
relations. PR allows you to reach the masses, through multiple,
mass-media outlets to tell your story. Think about most of the major
decisions you've made in your life. How were they shaped? Most were
probably based on a personal experience or had something to do with
news articles or broadcasts on a specific topic. How did you shape your
opinion in the recent election and what was your perception of the
candidates? How were those opinions/perceptions formed? Probably
through news outlets – web, TV, newspaper, etc. Public relations allows
you to tell your story and tell it as often as you like.
Trust: Consumers are constantly looking for
trustworthy sources now because there is so much negativity surrounding
the economy. PR professionals are trustworthy sources for companies and
consumers. If you are an executive or high-ranking manager on the
corporate side, then you need to seek honest feedback from your
communications team. And if you are working with an agency, then show
them that you trust them with sensitive information. Sometimes it is
difficult to hear the truth, but it will pay off to have trustworthy
advice that can lead to positive solutions.
Message strength: Public relations allows you to
say many things that you can't communicate in an advertisement or on a
billboard. A feature story, press release, blog post, etc., can tell a
much deeper and broader story. It can be addressed and written for
different key audiences and incorporate multiple key messages, things
that can't be done well in an advertisement, billboard, etc.
Relationships: Newspapers, trade publications, and
TV and radio stations are suffering in this economy, too. They are
short-staffed and underfunded. Therefore, there is a need for PR pros
with solid editorial connections that can also work well with a
newsroom staff, understand how the media operates, understand AP Style,
and know what makes a good story for readers/viewers/listeners.
Short-term vs. long-term: Don't sacrifice long-term
marketing objectives because of short-term financial problems. Public
relations can help you weather the short-term financial storm by
keeping your name, product, or idea/cause in front of the public. You
don't have to have a big budget to be successful. Public relations will
also help you meet your long-term objectives when the market recovers.
Facts & speed: These go hand-in-hand in this
day and age. It is normal for people to believe the first thing they
hear during tough economic times. People are often edgy and nervous.
Many stories could have been communicated better and been viewed
positively if companies would have communicated them up front and
quickly. Make sure that you check the facts and that you use
trustworthy sources — inaccuracy can be fatal when so much emphasis is
placed on transparency – but don't forget that you have to be fast,
too. You can't take 24 hours to respond. Just ask Alex Rodriguez of the
New York Yankees. He was honest and forthright when he admitted to
using performance enhancing drugs, but he still was portrayed
negatively because it took him more than 24 hours to respond to a
simple question.
Don't play hide and seek: As a former journalist,
nothing is more frustrating than the fair-weather PR pro who is only
there when times are good and nowhere to be found when times are bad.
Too many companies, executives, and clients are hiding behind their
attorneys or getting rid of their communications departments to cut
costs. This is not the right approach. Be seen and be heard - in good
and bad times. It will build trust, credibility, and relationships -
and will pay you back tenfold when the economy improves.
Bite into market share: There is no better time
than now to bite into your competitor's market share. By increasing
awareness among your target audience in a down cycle when others are
backing away, you stand a better chance to take business and customers
away from the competition. It follows the same stock market principle
of buying low and selling high.
If you follow these tips, then you can increase your market share
and strengthen your brand awareness, as well as have an edge over your
competitors. Times are bad. So invest when others aren't. By staying
engaged with your audience through PR in down times, your company is
building relationships that will grow and pay off even more when times
are good. Will you be ready when that time comes?
Brett Turner is PR director of Jackson-Dawson Marketing Solutions
in Greenville, SC, and president of the South Carolina Chapter of PRSA.