Business economics are a simple issue: while business is going well, the associated costs can be a little higher. When there is a drop in turnover, however, you have to economize. At first sight, this is only too logical and a tough blow for the fields of marketing and PR. In the automobile, chemical, and engineering industries: employers, employees, and investors are looking towards the future with an uneasy feeling. ThyssenKrupp has announced that they intent to axe one billion euros in 2009. Administration expenses are to be reduced by ten per cent within 365 days. Thus, it does not come as a big surprise that many companies will have to fight with no holds barred for their marketing and PR budgets for the coming year.

Some people say economizing is outright nonsense when it comes to marketing strategies; others consider it an economical necessity. One thing is for sure, however: anyone who can afford it is well advised to invest in marketing and PR next year. Whether you are considering a company car, investment goods or customized communication: 2009 can be your year!

1. Many companies fall for the naive economic logic and reduce costs in the field of communication. But if you want to counterbalance the effects of the recession, you can now grab the opportunity to cut out your competitors when it comes to public relations without making huge efforts. In times of crisis, it is easy to establish contact with the media and opinion leaders. Such relations can be trusted in and are a guaranty for your own make to be remembered and talked about even after the recession has passed.
2. The decreasing demand puts pressure on the marketing departments of all publishing houses. If you set about negotiating astutely, it is more than likely that you’ll get discounts and other bonuses. If you present yourself with confidence in times of crisis, the market will remember your good name later – a priceless benefit in marketing!
3. In times of crisis, you cannot just bury your head in the sand but have to stand together to come up with improvements. It is no coincidence that this is the moment to communicate more professionally within the company, too. That way, companies can set the course for the time after the recession. Skilful internal communication prevents employees from feeling uneasy due to the current market situation. And perhaps they will even come up with some ideas about how to save some euros after the crisis has ended.

If you would like to learn more about why you should invest in internal and external communication in times of crisis, you can order our whitepaper on this topic. Please send us an e-mail with the keyword ‘Whitepaper – Times of crisis’ in the subject line to blocksatz [at] kj-media [dot] net.
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