Number eleven on this list was allegedly, “They make great coffee.” ( Kidding .) As the title says, here are 10 reasons PR matters in an economic downturn; what the title ignores, this story is packed with buzzwords and banalities. For instance, “credibility” is reason number one. What does that mean? An article by a columnist—seeded by a PR professional—is more credible to readers than an advertisement. Sure, but does that change when the economy is in good shape?