The Power of Communications During Uncertain Times – 5 PR Strategies to Stay Relevant

Political or social instability, stock market tumbles, new fiscal policies, psychological factors, global pandemics, and even viral hashtags have all been named culprits of economic uncertainty at one point or another. Exactly what tips the scale or who is to blame is often hard to pinpoint. And while communications and advertising professionals regularly take a hit during hard times, history demonstrates how PR can be the lifeline a business needs to thrive during—and after—a crisis. When used effectively, their work can be the biggest driver of recovery for a business.

Before the instinct to downsize your media campaign kicks-in, check out our 5 PR strategies to give your brand a competitive advantage.

1. Don’t Shy Away from the Spotlight: During downturns, the idea of scaling back on PR and advertising may seem like a prudent way to cut costs. But research tells a different story. According to the World Advertising Research Center (WARC)/Millward Brown, it can take up to 5 years for brands to recover from “going dark”.

   On the flip side, companies that prioritize PR investments even during slowdowns enjoy immense benefits such as:

   • Maintaining brand awareness when competitors fade.
   • Building long-term credibility and trust.
   • Positioning themselves for faster recovery post-downturn.

   Example: During the 2008 financial crisis, Coca-Cola invested heavily in their PR strategy, launching the “Open Happiness” campaign. While others cut back on marketing, Coca-Cola strengthened its brand messaging, fostering emotional connections with consumers that contributed to its long-term success.

2. Be Authentic: Authenticity isn’t just a buzzword; it’s a consumer priority, especially in times of uncertainty. People are looking for emotional connections with brands. Here’s how to lean into authenticity:

   1. Broadcast Media tours are an effective way to connect with local, regional, and national media outlets, as well as influencers and subject matter experts, to communicate messages to the target consumers through a trusted medium.
   2. Tailor your messaging to what your customers truly value. For example, during the height of the pandemic, brands like Dove celebrated healthcare workers with campaigns centering around care and humanity.

   Remember, people are looking for more than a product or service; they’re seeking connection and brands that align with their values.

3. Prioritize creativity: Creativity stands out, especially when audiences are overwhelmed with doomscrolling and daily uncertainties. For more memorable brand effects superior creative can generate outsized lifts on ROI and elevate brand impact. Look at brands like Airbnb that used creative storytelling post-pandemic. Through their “Made Possible By Hosts” campaign, Airbnb highlighted real stories of hosts opening their homes, creating heartfelt connections with their audiences. Even with smaller budgets, creative thinking can have outsized results.

4. Tune in to Radio: Radio is America’s top medium with mass appeal among diverse audiences. Many major brands have reaped the rewards of shifting a portion of their ad budgets to AM/FM radio, especially when costs are tight.

   Radio media tours allow:

   1. Wide-reaching communication, even in regional markets.
   2. A personalized and relatable tone to reach target listeners.

   Shift budget to AM/FM radio to grow reach even if total budgets are reduced.

5. Go beyond media placements: A robust PR strategy goes beyond press releases and paid media placements. Create campaigns that encompass earned and paid media, thought leadership and strategic communications to create maximum impact.

   For example, during the dramatic shifts of 2020, Nike delivered a masterclass in integrated PR with its “You Can’t Stop Us” campaign. The brand combined powerful video content, global ad placements, strategic community partnerships, and a spotlight on athletes overcoming obstacles to tell an unforgettable, unified story.

Doing PR the Right Way

Remember, PR is the foundation for revenue growth and brand integrity. When integrated effectively, media and video campaigns ensure a brand remains visible and influential— especially during challenging times. Brands that continue to maintain visibility are often the first choice when spending rebounds.

Through strategic PR, businesses can turn uncertainty into opportunity.

With a well-timed and strategically crafted PR strategy, your story can still shine, even in uncertain times. At Bridgenext, our team of skilled media strategists, communication experts, and PR professionals bring a wealth of experience in broadcast and digital communications. We’re passionate about crafting innovative strategies tailored to today’s dynamic media landscape. Connect with us to discover how we can help elevate your brand with precision and impact.