This document provides tips for marketing and communication strategies during tough economic times. It recommends conducting an audit of current communications to prioritize the most effective activities. With reduced budgets, focus on low-cost tactics like online events, social media, email newsletters, and website content. Communicate authentically with employees about challenges and how they can help. Though resources may be cut, see it as an opportunity to provide valuable content and be a credible source for media during the downturn.

1. How to Market and Communicate in Tough Economic Times

2. Remember Nothing Else Communications programs are getting cut. That’s an opportunity for you, leaving more need for content with all media.

3. Remember Nothing Else Newsrooms and other media are cutting back. Again, an opportunity to provide content of all kinds.

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. 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. Five reasons to keep PR going PR is credible – key in a recession Myriad of techniques – important flexibility PR enables us to do more with less

7. Five reasons to keep PR going 4. PR professionals are more valuable to journalists during a downturn 5. PR is measurable

8. Don’t pull out! Fight for your resources. If you stop, the awareness starts diminishing the day you stop.

9. Listen before you cut Form a cost-reduction task force. Ask those in the trenches. They know where the fat is.

10. Low-Cost Tactics Invest in online, less expensive and easier to measure ROI. Try online events rather than in-person events. Online continuing education for staff.

11. Low-Cost Tactics Test social media sites for some audiences: FaceBook and YouTube make the 30 sec. ad less expensive. Gravitate what communication you can to e-mail, e-news, Web site applications.

12. Low-Cost Tactics Look for strategic placement when your advertising dollars are stretched and reduce frequency.

13. Employee communication Don't be shy about talking with your employees. Most good employees want to know how the business is doing and how they can help.

14. Whatever you do…. Be authentic Be consistent In this uncertain time, the public --and your employees-- want to hear from you.

15. There are opportunities! Crisis = Danger + Opportunity

16. Addl. Resources: Marketing in Tough Economic Times: Four Columns Published in Northern Nevada Business Weekly @ http://www.o-apr.com/archive