In this Issue:
Channel you Inner Ox: Prosperity through Fortitude
As Wall Street talks of Bulls and Bears, well, mostly Bears in this economic slump, it is comforting to know that 2009 is the Year of the Ox. The ox is considered a sign of prosperity through fortitude and hard work. This year many of us face new challenges as we attempt to stay connected with our customer base and show our value. While some of our competitors have retreated during these tough times, we say, channel your inner ox and keep forging ahead.
At the Wakeman Agency, one of the ways we are channeling our inner ox is by re-launching our newsletter, Take Out. We hope that you will find Take Out to be a useful resource for tips, tools and strategies for executing your special events or public relations campaigns.
For the March edition of Take Out we share some suggestions about using PR as a great way to engage your target audience and highlight the value that your organization offers. The media is hungry for stories of bold power moves, creative business tactics, and innovation.
If your organization is behaving like an ox, we'd love to hear from you about what you are doing to succeed in these interesting times.
Best,
Vanessa Wakeman
PR in a Down Economy
The debate is over. All would readily agree that this economy is not only down, but may well be the worst in decades. With credit more difficult to come by, and a lack of certainty about how long it will be before the economy turns around, organizations are understandably making moves to cut expenses and slow down their overall spending. And when organizations begin scaling back, their public relations programs can be among the first to experience cuts. But is that really the best move in a difficult economy? PR is necessary for organizations to succeed. And that need does not disappear in a down economy. So instead of cutting PR, a better option may be to make changes to your PR efforts – changes that can save you money without sacrificing exposure.
Connect with Your Constituents
This is the time to reach out to your base. Not only does doing so provide them with reassurances that you are still around, it also allows you the opportunity to more closely identify their needs and then adjust your programs to meet their needs. You have the short-term benefit of connecting with your base when they may need you most, and the long-term benefit of building closer relationships with them. Once you have new programs or services in place, use PR to spread the word about them.
Increase Low- and No-Cost PR
There are many low-cost, no-cost opportunities you can use to generate exposure for you and your business. One multi-pronged approach is to enhance your identity.
- Source file your company spokesperson with reporters and producers that cover your industry. Send them a bio of the company spokesperson and a backgrounder about your organization and bulleted list of topics that you can speak on. Better yet, show that you’ve done your homework by connecting your introduction with a recent article or segment they’ve covered. The next time they need an expert on this topic, chances are you’ll come to mind.
- Speak on it! Share your knowledge from the podium by speaking at conferences or special events. It is a great way to spread awareness about you and your organization. You can also benefit from any PR that is generated about the event by having your name included in press releases and making yourself available to the media if they attend the event.
Review Your PR Plan to Enhance Your Identity
Spend some time evaluating your PR strategies to identify what has worked and what hasn’t. Also look at new story angles. Perhaps the current economic climate has presented new business challenges for your industry or sector and you’ve implemented new tactics with success. Or based on your experiences as an expert you are in the unique position to offer predictions and trends. Don’t look at the changes in your business landscape as a negative; instead use them as an opportunity to emerge as a thought leader.
Organizations that are able to continue their PR programs, even in altered forms during difficult economies, can frequently emerge stronger and better placed. Look carefully at your PR program, and find ways to garner the exposure your organization will need.
News Around the Net
Recession-Proof Your Business
With valid concerns about how the current economy will affect organizations’ abilities to operate, there have been many columns and articles written about the subject. Two worth a look are “Recession-Proof Your Business,” published by BusinessWeek and “Innovate in a Recession,” published by Entrepreneur. Though published a year ago, the message in Businessweek’s article – arming your organization for any market – is even more relevant today. Entrepreneur’s recent article presents important advice on what organizations can do to remain strong and innovate under difficult economic conditions.
Tools and Resources
Need to search for information on the Internet? Want to generate additional donations for the charity of your choice effortlessly? Try GoodSearch (www.goodsearch.com). This search engine allows your charity to earn income each time you conduct a search. The results are powered by Yahoo!® Search, and GoodSearch contributes a portion of the advertisement revenues generated from your searches to the organizations you designate. And because it is part of such a wide-reaching search engine, you still have access to finding all of the information you could need.
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