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Tough Times Present Opportunities in PR

By Jocelyn Hunter MPRIA - Bench PR Victoria

As companies look to cut costs and tighten their purse strings in the economic downturn, demonstrating our 'worth' has never been more important. In the coming months, companies will be casting a thrifty eye over their marketing expenditure, so what can you do to keep your client's PR budgets buoyant?

1. It's obvious, but talk to your client. Don't just discuss what PR activity you're doing for them, understand what other areas of marketing they are investing in and why. Especially in the current climate, you need to understand your client's challenges and ensure any PR activity is fully aligned with their business objectives.

2. You must demonstrate ROI. As we all know, this is difficult in our industry but if you have set objectives at the start of the campaign or key performance indicators and they have been met, you need to demonstrate this to your client.

3. Have more than one contact in your client's organisation. If they leave or are made redundant, it leaves you and your agency very vulnerable. Always try and have as many points of contact within an organisation as possible.

4. Ensure your results are seen. Another obvious one this, but ensure as many people as possible see those results either via email, on your client's website (weblinks of course not the articles unless you have permission or have paid a copyright fee) and ensure copies are provided for sales teams, reception desks etc.

5. Reward clients who continue to retain your services. There must always be a distinction between the fees you charge a retained client and those that you deliver projects for. Clients who don't 'reserve your time' every month, need to pay more than those that do.

6. PR is only part of the marketing mix, but often the least understood, and usually gets allocated the lowest budget. Explain to your client that PR is the most cost effective form of marketing they'll ever do and consistently demonstrate this through editorial value, media perception audits etc.

7. Focus your PR campaigns as much as possible. In these times more than ever, it's about results not process. If you’re spending time on an activity that isn't going to deliver a piece of coverage, that speaking engagement or make your client look fantastic, forget it.

8. Don't forget creativity. If your client has reduced your budget, don't stop proactively going to them with ideas to generate media coverage or establish them as a leader in their industry. I’ve found that money can usually appear from 'another pot' in the organisation if an idea or proposal is valued enough and this will help you increase the budget when times get easier.

9. Use the economic downturn to your advantage when pitching stories. How does your client help organisations or consumers in an economic downturn? Do they offer something that makes people's lives easier or more enjoyable? Perhaps they provide software that reduces costs or increases the efficiency of an organisation?

10. Lastly, explain to your client, the economic downturn is a great opportunity for them. As their competitors cut their PR investment, there is a real chance for them to grab more market share. Studies consistently show that companies that continue or boost their PR activity during economic downturns outperform competitors that cut their budgets.

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