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How to Market and Communicate in Tough Economic Times
Remember Nothing Else Communications programs are getting cut.  That’s an opportunity for you, leaving more need for conte...
Remember Nothing Else Newsrooms and other media are cutting back.  Again, an opportunity to provide content of all kinds.
Defend your resources: Know your communications ROI Conduct a communications metrics audit Get all of the reports you can:...
Prioritize the top producers Make wise decisions if you have to pare back.  If you can’t figure out if an activity, ad cam...
Five reasons to keep PR going <ul><li>PR is credible – key in a recession </li></ul><ul><li>Myriad of techniques – importa...
Five reasons to keep PR going 4. PR professionals are more valuable to journalists during a downturn 5. PR is measurable
Don’t pull out! Fight for your resources. If you stop, the awareness  starts diminishing the day you stop.
Listen before you cut Form a cost-reduction task force. Ask those in the trenches.  They know where the fat is.
Low-Cost Tactics <ul><li>Invest in online, less expensive and  </li></ul><ul><li>easier to measure ROI. </li></ul><ul><li>...
Low-Cost Tactics <ul><li>Test social media sites for some  </li></ul><ul><li>audiences:  FaceBook and YouTube  </li></ul><...
Low-Cost Tactics <ul><li>Look for strategic placement when your  </li></ul><ul><li>advertising dollars are stretched and  ...
Employee communication <ul><li>Don't be shy about talking  </li></ul><ul><li>with your employees. </li></ul><ul><li>Most g...
Whatever you do…. <ul><li>Be authentic </li></ul><ul><li>Be consistent </li></ul><ul><li>In this uncertain time, the publi...
There are opportunities! Crisis  =  Danger + Opportunity
Addl. Resources: Marketing in Tough Economic Times: Four Columns Published in Northern Nevada Business Weekly @ http://www...
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3CMA Presentation at Lake Tahoe

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3CMA Presentation at Lake Tahoe

  1. 1. How to Market and Communicate in Tough Economic Times
  2. 2. Remember Nothing Else Communications programs are getting cut. That’s an opportunity for you, leaving more need for content with all media.
  3. 3. Remember Nothing Else Newsrooms and other media are cutting back. Again, an opportunity to provide content of all kinds.
  4. 4. Defend your resources: Know your communications ROI Conduct a communications metrics audit Get all of the reports you can: Web traffic/Google Analytics YouTube Reports Earned Media
  5. 5. Prioritize the top producers Make wise decisions if you have to pare back. If you can’t figure out if an activity, ad campaign, etc., is effective, consider it on the chopping block.
  6. 6. Five reasons to keep PR going <ul><li>PR is credible – key in a recession </li></ul><ul><li>Myriad of techniques – important flexibility </li></ul><ul><li>PR enables us to do more with less </li></ul>
  7. 7. Five reasons to keep PR going 4. PR professionals are more valuable to journalists during a downturn 5. PR is measurable
  8. 8. Don’t pull out! Fight for your resources. If you stop, the awareness starts diminishing the day you stop.
  9. 9. Listen before you cut Form a cost-reduction task force. Ask those in the trenches. They know where the fat is.
  10. 10. Low-Cost Tactics <ul><li>Invest in online, less expensive and </li></ul><ul><li>easier to measure ROI. </li></ul><ul><li>Try online events rather than in-person </li></ul><ul><li>events. </li></ul><ul><li>Online continuing education for staff. </li></ul>
  11. 11. Low-Cost Tactics <ul><li>Test social media sites for some </li></ul><ul><li>audiences: FaceBook and YouTube </li></ul><ul><li>make the 30 sec. ad less expensive. </li></ul><ul><li>Gravitate what communication you can </li></ul><ul><li>to e-mail, e-news, Web site </li></ul><ul><li>applications. </li></ul>
  12. 12. Low-Cost Tactics <ul><li>Look for strategic placement when your </li></ul><ul><li>advertising dollars are stretched and </li></ul><ul><li>reduce frequency. </li></ul>
  13. 13. Employee communication <ul><li>Don't be shy about talking </li></ul><ul><li>with your employees. </li></ul><ul><li>Most good employees want to </li></ul><ul><li>know how the business is doing </li></ul><ul><li>and how they can help. </li></ul>
  14. 14. Whatever you do…. <ul><li>Be authentic </li></ul><ul><li>Be consistent </li></ul><ul><li>In this uncertain time, the public </li></ul><ul><li>--and your employees-- </li></ul><ul><li>want to hear from you. </li></ul>
  15. 15. There are opportunities! Crisis = Danger + Opportunity
  16. 16. Addl. Resources: Marketing in Tough Economic Times: Four Columns Published in Northern Nevada Business Weekly @ http://www.o-apr.com/archive

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