December 22 2008
In Times of Financial Crisis Consider PR
By Communication Adviser Christian Pedersen
At this time many companies experience decreases in sales because of the current financial crisis. This situation typically leads to adaptations in the organisation and cutting budget for coming year.
Often the marketing department's advertising campaigns are the first to feel the downsizing of the ambitions, as the number of ads can easily be lowered without any significant effect in the short run.
The question is though, if it is a valid solution during af financial crisis to weaken your exposure in the market and so weaken your exposure towards your customers and potential customers?
Because there is another solution.
We are talking about PR - Public Relations - the press effort.
Naturally there are some disadvantages connected to Public Relations, but they are few compared to the end results. First of all in a PR campaign it is not possible to control the content, timing and the visual layout in the same way you can, when you conduct an advertising campaign. But the advantages in a press effort are numerous compared to the disadvantages.
The press effort has credibility in a way advertising does not have. People believe to a much higher degree what they read in newspapers and magazines, and what they see on TV and listen to on the radio. Basically an article or a news flash has much more impact than an ad.
To limit your resources you can also consider complementing an advertising campaign with a PR campaign. The campaign's messages will then be exposed in a larger perspective, the background for the effort can be explained thoroughly, and the receivers get a better understanding of the company, its products and services.
A press effort has great strengths in itself and should be considered when you want to reach your target groups through the media.
So, in spite of cutting budget etc. there is no reason to panic. It is still possible to be visible in the media, also in times of a financial crisis - and at a fair price.
Read more about our Media Consultancy.
