Trends & Tactics

Trend: Senior management of U.S. multinational companies is more bearish than ever on the economy. Only 48 percent of senior execs surveyed by PricewaterhouseCoopers' Management Barometer in the third quarter are optimistic about economic prospects for the next 12 months. That's down sharply from the 69 percent who were bullish in the first half of the year. Forty-seven percent of survey respondents indicate a lack of demand in the market is driving their concerns about potential growth in '03. Tactics: View the lackluster economy as an opportunity instead of a challenge. Now is not the time to keep quiet. Instead, use PR to actively drive demand, sales and other bottom line business outcomes in the New Year. Consult with management about key business goals and drivers; Determine how communications can support those business goals, and focus PR specifically on those issues – divert attention from other projects which may be nice-to-do, not need-to-do; Develop methods of measuring the link between PR and success in meeting those key business drivers; Keep management updated on PR progress on a consistent basis.

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