May 13th, 2009
When the going gets tough, the tough make some noise
On Monday, Nicole Jordan and I released the findings of a survey we did of PR agencies. It was the follow-on to a survey I published in February that focused on client satisfaction. The results of both showed significant communication divides between agencies and clients. The other PR issue in the economy? Companies going quiet. The New York Times posted an article back in October in which it showed that smart companies are not cutting their marketing and PR spend in a down economy. My company’s CFO told CFO Magazine that companies should not waste a recession — it’s time to innovate and grow. Yet why are so many going silent to save dollars? I’ve asked Tiffany Anderson of Sterling Communications to share her take from the agency side.
Guest editorial by Tiffany Anderson
It’s tough out there, and most companies are going line by line through marketing and communications programs and services looking to cut anything and everything they can. And it’s not just the companies currently suffering - healthy companies showing profits over the past quarter are doing anticipatory cuts, raising panic and feelings of doom. Worse than that, however, is executives feel that they have cut all the right things and best prepared their companies for the recession. They are wrong.
There’s nothing wrong with running “lean and mean” companies and cutting unnecessary overhead. However, don’t cut the programs and services that are giving you the visibility and brand awareness you need to attract customers and earn revenue. Usually the first line item to go when companies need to cut their expenses is marketing and public relations. After all, executives feel that business can go on and that these programs aren’t a core part of operations. Unfortunately, many executives are removed from these programs and focus on other areas, simply not putting in the needed time to understand these critical functions and how these very activities can help them appear to be heroes to their boards.
Communication programs are the bridge between companies and their customers. Sure, businesses can focus on building a strong sales force, however, sales needs to be armed. They need a communications team to help drive awareness so when they are knocking on doors, there is a sense of familiarity with the company they are pitching. Suddenly ceasing communications and “going dark” may raise eyebrows as to whether a company is still in business or whether it’s on the verge of shutting its doors. There’s never been a more critical time to appear to be thriving. Besides, this is also the time to steal market share from your competitors and there is no better way to do that than through continued brand awareness.
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Jennifer Leggio, aka "Mediaphyter," writes about the "social business" side of social media - including enterprise, security and reputation issues. See her full profile and disclosure of her industry affiliations.
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