A new PR paradigm for recessionary times

PR pros need to go on the offensive if they want to lift PR budgets off of the “first to be cut” list

It happens in every market downturn. A slowing economy pushes companies to examine what top executives perceive to be discretionary spending. A list of line items is assembled and the public relations budget is typically among the first to be slashed.

This budget chopping sets in motion a chorus of shock and outrage from corporate communications professionals and their agency counterparts. The gripe list is predictable:

While I agree with these concerns, it is unbearable to wade through the op-eds and panel debates that lament our lot in life. My public relations brethren, my advice may make me the least popular person in the industry, yet it needs to be shared: Let’s collectively accept this reality and focus our efforts on more productive pursuits that will lift PR budgets off of the “first to be cut” list.