Recessions and PR?
May 18, 2008 | Posted by: Tom Rice
Talk of a recession has tempered some enthusiasm in the world of technology PR but, according to a recent survey, agencies aren’t feeling the squeeze yet. In any event, chances are that many agencies are starting to think about where current client relationships are headed.
The PR industry is all about proving value while justifying the cost to your clients. When times are good, work is coming in fast and furious and many agencies don’t bother proving value all that often. However, when times get tough, agencies are asked more often that not to justify the work we are doing for clients. From how the work helped to drive revenues, to how it increased the value of the overall brand of the client and why it’s as important as other line items in the budget.
So how can you “recession-proof” your PR business? It really starts with building alliances with senior executives. Not every CEO is going to believe in the value of PR but you need to find those that do believe and can sell your value internally. You also need to get out of the world of marketing/PR and really tie what you do to the client’s business line – you need to communicate to your client using metrics that tie right to business drivers. Having a measurement system in place that immediately ties PR results to business/sales initiatives will quickly position you as a critical asset. Finally, you have to be careful who you choose to work for – pick the Clients where you can have measurable success and not those where you’ll have to spin your wheels for some time.
Categorized in: PR Trends
Comments
February 20 2009 - 09:01 PM | by Christina Furtado
You pose an interesting point about PR in a recession Tim… especially months later where the prediction has become the reality. My thought is PR practitioners would be smart to keep the recession mentality no matter what state the economy is in. We must always strive to go above and beyond for our clients. If we’re truly proud of the work we’re doing, why not try to illustrate the power of our practice with measured results?
Moreover, demonstrating the benefits of public relations shouldn’t be an event that occurs only in the new business stage… it should be emphasized year round across the business, not just with marketing/PR decision-makers. When the whole of your client’s organization understands the benefits of PR, it’ll quickly become part of their company culture and a tactic that cannot quickly be pushed aside.