PR important during a recession, says Wessex

Gill Mears, senior partner at Wessex Public Relations, has explained why recession is a time when every company needs PR.

When the talk is of recession, history shows us that expendable functions, such as marketing, are often the first to be cut.

However as the economy slows, companies need to ensure that they have a media profile.

If they don't publicise themselves and their products now, they will struggle to get business during the downturn and through the other side.

In times of economic hardship, people rely heavily on word of mouth and personal recommendation rather than taking a risk on the unknown or believing an advertising campaign.

PR is credible and can get companies the third party conferred authority which is the key to decision-making in a recession.

Journalists are under increasing pressure to provide more content for an increasing number of channels.

The days of animosity between journalists and PR professionals are now almost a thing of the past as the journalist experiences a growing need for information.

The PR professional can provide the overworked journalist with the basis of a story, which can then be worked up to fill pages and sell journals.

A strategic and planned PR campaign provides a myriad of tools and flexibility with which to respond to whatever situations arise.

PR is about managing reputations and communicating with everyone that has an interest in your business.

Utilising online PR strategies could also be a key way to improve returns during a slowing economy.

Effective online PR can do much to obtain positive news coverage as well as inbound links from major sites.

In a time of budgetary constraint, PR allows companies to do more with less expenditure.

It requires lower spend than advertising and can potentially reach more people and deliver a stronger message.

As recession increasingly requires people to justify their spend, PR provides a measurable and tangible way of seeing where the budget has gone.

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