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How to Market and Communicate in Tough
Economic Times
Remember Nothing Else
Communications programs are getting cut. That’s an opportunity for you, leaving more need for content with all media.
Remember Nothing Else
Newsrooms and other media are cutting back. Again, an opportunity to provide content of all kinds.
Defend your resources:
Know your communications ROIConduct a communications metrics auditGet all of the reports you can:
Web traffic/Google Analytics YouTube ReportsEarned Media
Prioritize the top producers
Make wise decisions if you have to pare back. If you can’t figure out if an activity, ad campaign, etc., is effective, consider it on the chopping block.
Five reasons to keep PR going
1. PR is credible – key in a recession
2. Myriad of techniques – important flexibility
3. PR enables us to do more with less
Five reasons to keep PR going
4. PR professionals are more valuable to journalists during a downturn
5. PR is measurable
Don’t pull out!Fight for your resources.
If you stop, the awareness
starts diminishing the day
you stop.
Listen before you cutForm a cost-reduction task force.
Ask those in the trenches. They know where the fat is.
Low-Cost Tactics• Invest in online, less expensive and easier to measure ROI.• Try online events rather than in-person events.•Online continuing education for staff.
Low-Cost Tactics• Test social media sites for some audiences: FaceBook and YouTube make the 30 sec. ad less expensive.• Gravitate what communication you can to e-mail, e-news, Web site applications.
Low-Cost Tactics
• Look for strategic placement when your
advertising dollars are stretched and
reduce frequency.
Employee communication• Don't be shy about talking
with your employees.
• Most good employees want to
know how the business is doing
and how they can help.
Whatever you do….• Be authentic• Be consistent
In this uncertain time, the public --and your employees-- want to hear from you.
There are opportunities!
Crisis = Danger + Opportunity
Addl. Resources: Marketing in Tough Economic Times:
Four Columns Published in Northern Nevada Business Weekly @
http://www.o-apr.com/archive