Smart companies won't see public relations as a luxury during the global economic downturn, but as a necessity, according to the Public Relations Institute of Australia (PRIA).
The PRIA says key stakeholders crave reassurance during periods of economic uncertainly; in response, companies need to communicate how they are being affected and what they are doing.
Speaking to Marketing magazine, PRIA national president Tracy Jones advises:
"By communicating your understanding and your action consistently, you maintain your brand position, your reputation and the confidence of your stakeholders and consumers, ultimately giving you an edge over your competitors."
To achieve this edge, businesses are advised to utilise inexpensive media channels such as blogs, e-bulletins and web content to maintain open and honest communication.
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