When the going gets tough, the tough use PR
12-MAR-09
By Gloria Malan, PR Manager, MicroZone Public Relations
In times of volatile economic conditions and uncertainty it is perilous to discard the role of public relations and marketing. The fact is that it is precisely under trying socio-economic conditions when essence of effective communication makes all the difference.
During periods of financial pressure decision-makers are obliged to cut costs wherever possible – hence the rise in retrenchment and downsizing, downscaling and streamlining.
Under these circumstances there is a tendency for companies to review their communications policy and, in some cases, sever any service contracts they have with outsourced PR/ marketing and communication professionals.
The rationale behind this rather reactive response is based on the notion that if it is critical to retain communication experts, then it is best to ensure that limited news or material is issued to the market. Alternatively, eliminating this cost will represent a saving to the business.
Either course of action is not conducive to building the business and is counter to the principle of corporate communication and results-orientated public relations: always engage with the market and never, unless absolutely necessary, remain satisfied with hovering within the status quo.
One of the main reasons is that when there is a clamp down on discussion and factual information from companies, then the environment is ripe for speculation. This leads to a scenario in which there are more questions than answers and this could have an impact on a company’s presence in the marketplace.
Essentially the value of publicity and exposure comes to the fore during stages of the market in which competitors are quiet and there is not a great deal of information being disseminated.
The fact is that it is in periods of financial constraint and apprehension when effective marketing & PR can steer a business through uncertainty and secure a reputable, steadfast presence.
The well-known ‘Coke versus Pepsi brand war for market share is a strong case in point. This commercial tug-of-war has lasted a long time and – at any given point in the conflict – it has been either party’s ability to strategically use marketing and effective public relations activity that has differentiated the brand.
If decision makers do embrace the need to communicate effectively using resources, such as a professional agency, the result is that a fresh, new dynamic is introduced to the process. A proactive position replaces reactivity, positive reinforced thinking eliminates heavy, unresponsive and uninformative communication.
This is because in times of volatility, the world of public relations and marketing mirrors the same dynamics that are found in everyday life.
People are compelled to come up with innovative strategies, map out new paths in unchartered waters and generally leverage off the understanding that when your back is against the wall, any and all opportunities must be taken expediently.
Difficulty ensures that the business finds itself in a position to review its strengths and weaknesses, to identify what works and what doesn’t, and define the most credible, lasting approach to manage the situation.
An effective public relations and marketing strategy will enforce a scenario under which people perform, individuals serve under a unit and there is a greater sense of focus and purpose.
There is renewed determination to be innovative, come up with unique methods to engage with the market.
It is also true that no matter what type of environment one is operating in, the same foundation principles of PR engagement apply: communication requires a powerful, effective message; audience requirements are paramount, information should be useful and certainly not stale; exposure is critical; word of mouth by association is the underbelly of successful PR strategy and the blueprint of all levels of marketing.
And so public relations should be considered the primary weapon in a company’s arsenal to combat apathy and a desire to be insular in hard times.
One thing is for sure – if times have changed and become challenging, the gauntlet has been laid down and there is no room for reluctance and apprehension over communication.
