We’re buying less toilet paper, apparently. According to an article on Ad Age’s site , Kimberly-Clark reported a 5.5% decrease in toilet paper sales last quarter. No offense to all of us in PR, but there are analogies here. Corporations are not conducting less PR, though they might be making do with the resources they have and being creative in their outreach. To wit, Kimberly-Clark execs say people aren’t necessarily not using Cottonelle, they’re just reaching into the backs of their linen closets for those last rolls of toilet paper. So: Aren’t we all spending a little time dusting off our shelves and finding ways of leveraging existing resources? Likewise, PR firms and corporations in general are not laying off staff like other sectors (in fact, I’ve seen reports pointing to boosts in PR spending in the last year and years ahead). However, I haven’t spoken to one general manager at an agency who is buying extra of anything — toilet paper included. Yet I’ve heard from corporate PR colleagues who are spending more time on measurement tools to prove PR’s worth to the C-suite. So we’re treading carefully in this economic quagmire, and rightly so. But every organization needs PR and if they think they can do without it, I refer back to that last sheet of toilet paper on that last roll in your closet — you just don’t want to be in that position.
Can you share some of examples of how your PR department or agency is conserving costs, toilet paper tales excluded?
– Diane Schwartz