5 ways to deploy PR in a struggling economy

When revenues are shrinking, some think that communications and public relations represent “nonessential” business practices that ought to be reined in.

For corporate communicators, this economic skepticism raises questions about what—if anything—we can do, outside traditional advertising, to help consumers feel better about opening up their wallets and checkbooks.

Here’s the reality. While advertising tends to reinforce purchasing decisions, strong public relations creates them—and that’s precisely what’s needed at a time when more consumers are focused on what they need, as opposed to what they want.

To help maintain momentum among U.S. consumers, here are five tips for designing communications and public relations plans that will boost consumer confidence in an era of rampant economic cynicism.