Understanding the power of PR as we come into a recession means knowing that cutting your communications spend is potentially catastrophic for the longevity of your business. During any crisis, PR is a valuable tool that can help you command your industry’s share of voice as competitor companies struggle and your consumer market seeks new value. Thinking long-term, beyond a crisis, will give your company a headstart in the inevitable period of bounce-back.

The crucial point to understand is that public relations is a long-term investment. Cutting your PR spend to save money in the short term can do irrevocable damage in the long term. The most successful and robust companies see positive returns on investment in PR through consistent positive reputation, position in the market and customer loyalty, led by their PR specialists or agencies. Depending on the nature of your campaign, results will come after the groundwork is laid by the communications team you instruct.

Maintaining your business’s momentum in a crisis with a solid PR campaign will give the public reassurance that you are still active, thriving and able to provide the same value, standards and quality despite the wider economic environment. It is also one of the most financially-sustainable, resourceful and effective ways to drive this momentum, from the respected position of the press and third-party endorsers. 

So, here are are our top 5 tips to get the most out of your PR as we fall into recession:

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Firstly, it’s important to be conscious of your share of voice in the media and how you can fill the gaps as your competitors drop off. When the competition is down and your competitors fail to communicate their messaging, take the opportunity to fill in the editorial gaps. Your PR specialist will use their media relationships to lead stories, creating opportunities for your brand to be heard as an authority and a market leader in your industry. As the economy begins to heal, you will be remembered.

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The second point is connected to the maximisation of your share of voice in the media. It is important that you are not talking for the sake of talking, so use this increased exposure to strengthen consumer confidence. Your PR specialist will ensure that your presence in the media is led with value-driven copy and conetnt with a reassuring tone that demonstrates security and authority in the face of uncertainty. Once a bedrock of trust has been established, your consumers will ensure your transition into a buoyant market will be smooth and lucrative. 

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It is in every business’s interest to establish this trust with their consumers using diverse media. The third point is to ensure you are connecting with customers via the right media platforms. There is very little use focusing on print media if your business is online-oriented with a consumer base of loyal Instagram followers, for example. Likewise, for a company whose target market reads a specific set of newspapers, it would make sense to target the relevant pages and supplements over and above connecting with them on social media, which they may not find useful in their purchasing processes.

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Implicit in the third tip is the fourth, which is to learn as much about your average consumer as possible. Find out how your target market is responding to and coping with the recession, and create bespoke, compelling content that will provide them with the value they have come to expect from your company. Be inquisitive about their new needs and their realigned values (for example, family time, work-life balance, resourcefulness or charity efforts) to ensure you are speaking to them via the right media platforms in a tone that they understand and respect. Your audience is organic, developing and discerning, so businesses must ensure that they are gathering information to meet and exceeds its expectations. 

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The final tip is to be resourceful with regards to your own assets, such as imagery, copy, blog content and newsletters. Digital PR and marketing using your own channels is a great way to reinforce the strength of your consumer relationships. Sharing positive updates and industry news with your databases will keep your company front and centre, helping to retain customers and tap into new markets. This could also take the form of content collaborations with brands in your sphere, sharing eachother’s content with the relevant customers to expand your audience in compelling and sensitive ways. Creating your own content in this way will also open up the opportunity for consumer feedback through surveys, polls or competitions. 

The overarching message here is to find ways not only to stay relevant and value-driven as economic uncertainty looms, but to keep your company in the line of sight of your customers throughout the downturn and into the bounce-back once the recession has passed.