“Do More With Less” will continue to be a recurring theme in 2009 as businesses try to stay on course and maintain profitability.
While the failings of many large companies have been well documented, others are doing just fine.
The question for CEOs and marketing executives of those prospering firms is whether to stay the course, or listen to the doom and gloom police and cut marketing to the bare bones, close ranks, bunker down, and hope the recession shrapnel sails over their heads.
Businesses who have a successful formula should stick with it. Yes extra attention should be paid to market conditions and unnecessary risk taking, but in times of a recession smart companies can add market share, improve or grow staff, and even expand into new areas.
The goal for public relations professionals is to help companies stay on message.
Customers need to know the business they are dealing with will be around for a while.
PR pros can helps executives refine the marketing approach to one of strength.
Marketing communications can be based on developing messages focused on long-term success and industry leadership.
Delivery of that message may be less expensive than in previous years. Newspapers and other media are experiencing significant decreases in ad revenue and good deals may be abundant.
Similarly solid and timely story ideas are welcome by editorial staffs, downsized by industry cutbacks.
New or enhanced marketing/web materials can also be created to help detail the company’s success.
Many weaker or less savvy companies will cut marketing and sales to barely sustainable levels. Others may just close-up shop.
Smart businesses will position themselves to maintain their current level of success, get closer to their customers (as competitors pull back), and strengthen their role as a leader.