work in my best red suit and stilettos,
but in January 2009 I started coming to
boots, night vision glasses and semi-automat-
ic rifl e. Like many in the business communi-
ty, I have never faced a recession 2009 is a
whole new world; it's a different environment
and there is no doubt we are all at war. At Red
Public Relations we are armed and ready for
battle. Are you?
the way down than when they are on the way
up and I loved the optimism that opportuni-
ties to thrive in this environment do exist.
Your biggest competitor may not survive, so
what are you going to do to ensure your busi-
ness does? How will you fi ght for your busi-
ness's success and your customers?
kering down for the next 12 months, redun-
dancies, competitors closing. Yes we have to
work harder to cut through the clutter and the
negative noise this economic crisis is causing
in the media, but if we do not con-
tinue to speak to our audience -
old, current and potential - how
will our businesses survive?
smart ones are using this oppor-
tunity to build their brand aware-
ness and position themselves as
market leaders. PR is still three to
fi ve times more effective in rais-
ing profi le and driving key mes-
sages, so it is the most cost effective form of
marketing available. If you can't afford last
year's $500K spend on advertising, put $50K
into PR and ask your agency to get creative
you want to build your brand, you want to talk
directly to your market and you want them to
know your key messages. Your customers still
want to be spoken to, they still want to know
your news, they still want to know about your
aren't communicating with them, rest assured
your competition will be.
spent wisely on concepts that will make your
customers listen. It is also about managing
companies' reputations and handling poten-
tial crises to ensure you see through the year
with all your current clients and new ones on
in a hope your customers will remember
who you are in 12 months time, or letting
issues consume your good reputation.
act tomorrow (or even better, yesterday),
but we can guarantee that it will raise
do act, your business is top of mind.
arsenal consider us as the tank that will roll
over all your competition.
Director of Red Public Relations.
www.redpr.com.au