- Strategic Optimism. Marc Hausman, president and CEO of Strategic Communications Group and eternal optimist, believes a lean economy has blinded PR pros to the potential in
today's marketplace. "You have to acknowledge that it's a difficult environment," Hausman says, "but there will be an upswing." He offers the following advice for not just
surviving tough times, but coming out on top when the market bounces back.
- Create a perception of momentum. By living in "survival mode," avoiding industry events and not getting company or agency execs out in the industry eye, you effectively
communicate that you are in what Hausman calls "the death spiral." "Continue to invest in building relationships with different stakeholders who can influence your success -
journalists, industry analysts, potential partners," Hausman says.
- Toot your own horn. Once you've created that momentum, use all the positives to further your image. When you get media coverage, don't count on partners or potential
clients to read about it - instead, send it along with a note about why it is important and what it says about you as a company.
- When bad things happen, don't ignore them. Every company experiences hard times, and it's tempting to close the doors to the communications department and take the phone
off the hook. But even if you can't share information for legal or other reasons, keep the lines of communications with stakeholder audiences open and explain why you can't share
information. "What most companies do [in troubled times] is dig a big hole, crawl into it and say, 'I'll pop my head out when it's over.' That's akin to the infamous 'no comment.'
The very essence of preparing for the economic upswing is open, honest communication," Hausman says.Hausman's outlook seems to be working. His agency, which began as a tiny start-up when Hausman was in his early 20s, has survived the crippling dotcom bust (six of his clients
went out of business - without paying their bills - in six weeks in 2001) and is now positioning itself for growth. The agency has signed three new high-profile clients recently,
including NETSEC, a provider of managed security services; Microspace, a satellite service provider; and a software provider whose identity Hausman cannot yet disclose. (301/408-
4500)
- Make Measurement Work for You. Tying your PR efforts to the bottom line is key to survival in 2002. Need more information on how to measure your media relations, explain
your results to key management or implement the right measurement program for your campaign? Join PR NEWS and Katie Paine, president of Delahaye Medialink, for an interactive
Webinar, "Quantifying Your Contributions: Measuring the Impact of PR on Your Company's Bottom Line," on Tuesday, March 5. Paine will offer the latest information on how to make
measurement work for you. For more information or to register, see http://www.PRandMarketing.com/seminars/
webinar/paine.htm.
- PR Newswire in the Palm of Your Hand. Want stakeholders to be able to view your press release whenever and wherever they are? Handheld wireless subscribers will now be
able to view full-text news releases from PR Newswire through an agreement with Palm Inc. Content from PR Newswire will be integrated into the MyPalm portal and can be accessed
with the Palm i705 handheld as part of the Palm.Net wireless service. Customers with other types of Palm PDAs will be able to download a link to PR Newswire content from the Palm
Web site. (PR Newswire: Rachel Asche, 212/282-1929, [email protected])
- VNR Alternative. Media Distribution Services is launching a new News Talkers service, designed to offer an alternative to high-priced video and audio news releases. The
company will produce two- to ten-minute interviews and post them within an hour on the Internet for media and other audiences. MDS offers audio News Talkers for $495 and video
News Talkers for $795. The company will promote the News Talker to up to 300 editors and reporters from its media database for an additional $300. For more information, contact TJ
Walker at [email protected] or 212/279-4800 ext. 2281.