How can cost-conscious companies maximize their presence in the public eye without breaking the bank? Print media, radio, television, direct mail and social networking sites can be cost-effective if targeted correctly. We asked local public relations firms how they help clients keep their presence in the public”™s mind while competing with bigger companies with deeper pockets. All agreed that companies that continue to keep their presence alive ”“ particularly when the going gets rough ”“ have an opportunity to spring ahead as the economy stabilizes.Â
Steve Mayhew, president
Momentum Advertising, Fishkill
“Companies that continue to advertise during tough economic times understand a basic principle: that advertising done right isn”™t an expense, it”™s a revenue generator.
“Maintaining your visibility during difficult times goes a long way to building confidence and loyalty in your brand. And with less congestion in the market, you have the perfect opportunity to take market share from your competitors. When better times return (and they always do), your company will be well positioned with top-of-mind awareness and your competitors will be left with the unenviable (and expensive) task of trying to re-establish their position in the market.”
June Bisel, partner
BBG&G Advertising, Middletown
“Collaboration is key. By partnering with businesses that complement your offerings, you can pool your dollars into an effective advertising and marketing campaign. This may take a little creative thinking, and a big dose of putting your ego aside, but the outcome may just save your business.
“This tactic has been successful in the tourism industry for years now. Farm tours, wine trails, art walks, vacation packages ”“ these are all examples of would-be competitors who have teamed together to attract visitors. By partnering with your competitors, you can brand an area and attract visitors.
“Packaging is a great way to collaborate with businesses in your area. A spa can partner with a ladies clothing store, a restaurant, an art museum or gallery, and a B&B for a girlfriend’s weekend. A horse farm can partner with a massage therapist, a Western clothing and tack shop, a local restaurant, and a local hotel for a city slicker’s weekend.”
Edward Parham, director of public relations
Rueckert Advertising & Public Relations, Albany
“One of the simplest and most effective ways companies can remain visible during this economic slowdown is crank up communication. There are several public relations tools businesses can tap into to make their voices heard ”“ and capture headlines.  Have you got something interesting to say? Think about drafting an opinion piece or responding to an article in the form of a letter to the editor. If you have news to share, then be sure to issue press releases to regional media outlets and trade publications that cover your industry.
“If you need to create news of your own, consider creating a survey and sharing your results with the media. Other ways companies can remain top of mind include: appearing on regional radio/TV public affairs shows (don”™t overlook the value of local public access stations), crafting a bylined article for a weekly newspaper or trade journal, and seeking out speaking opportunities with regional chambers of commerce, rotaries and professional associations. Now is also a great time to tap into the growing world of social media. Start writing a company blog to keep your audiences updated on what you are up to. Join LinkedIn and participate in business forums and message boards. And get in touch with your target market through Twitter.
“Just because we”™re in a recession doesn”™t mean your company has to become invisible. Now is the time to harness the power of PR and show everyone that you”™re still alive and kicking.”
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Alan Ross, president
AJ Ross Creative Media, Monroe
“According to an article in About.com, McGraw-Hill Research conducted a study of U.S. recessions from 1980-1985. Out of the 600 business-to-business companies analyzed, the ones who continued to advertise during the 1981-1982 recession hit a 256-percent growth by 1985 over their competitors that eliminated or decreased spending.
“American Business Press analyzed 143 companies during the economic downturn in 1974-1975. Companies that advertised in those years saw the highest growth in sales and net income during the recession and the two years that followed.
“Yes, business owners have become more cautious and thrifty; but branding your company when times are tough can put you ahead of the pack ”“ and keep you there when the market starts moving in a positive direction again.”
