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Economists regard counter-cyclical marketing a basic lesson. But what's the impact on PR?
Counter-cyclical marketing means to invest into PR in good times. When revenues are up and business seems to run by itself. This surely sounds quite paradox: Spend money for even more publicity while apparently everybody talks about your company anyway?
In fact, it is not strategic at all to hold back the implementation of PR efforts until you need it - badly. It's three times the power and money it takes to make a company visible when it is not on winner's street. And it is late to make friends with journalists if you failed to do so in better days, when you thought you did not need to engage into media relations.
To be the captain of what is told and written about you, it does not take much more than following the rule of counter-cyclical PR. And the good news is: It's never easier to allocate marketing budgets than in times of good earnings. Better not try the other way. |
