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Doing More with Less
March 2009 | Volume 7 Issue 3
When difficult economic times arise, the knee-jerk reaction of many organizations is to drastically cut budgets. But cutting costs across the board may not be the most effective route to financial stability. In this issue of CW Bulletin, find out how to reduce expenses without affecting quality or employee morale, and learn about PR and marketing tools that will keep you within budget.
Natasha Nicholson
Executive Editor
Amanda Aiello
Associate Editor |
Features
INNOVATION ON A BUDGET
by Erika Ruiz
During difficult economic times, creativity is required more than ever. Communicators are asked to do more with the same budgets (or even worse, with smaller budgets) and it provides us with the opportunity to demonstrate how valuable communication is to the organization.
CUTTING COSTS
by Rebecca Kavanagh
A Q&A with creative director Sheila Young Tomkowiak
Based in Detroit, creative director Sheila Young Tomkowiak, who has more than 25 years of publications experience as an art director, editor and writer, has collaborated with local clients as they’ve struggled through five years of economic challenges. Now she’s starting to feel that same pinch from clients everywhere: They need her to achieve the same results on a smaller budget.
COST-EFFECTIVE PR
by Melanie Rembrandt
With the economic downturn, you and your clients are probably trying to cut costs as much as possible. But to stay competitive, it’s essential to boost marketing and PR efforts now, and keep brand messaging in front of targeted audiences.
MARKETING STRATEGIES
by Drew McLellan
You cannot open a newspaper, watch the news on TV or read an article online without hearing about the recession. We are surrounded by it, and the fear and panic that all the hype is generating is paralyzing businesses.
But if you are smart, you can take advantage of this huge opportunity to capture market share and solidify your position in the marketplace.
Columns
How to Make the Best of a Tough (Communication) Situation
by Wilma Mathews, ABC, IABC Fellow
Editor’s note: This article is the first in a three-part series about communicating during a downturn.
In recent months, communication to employees and shareholders about the economy has been rampant. From stomach-dropping headlines to indecipherable discussions of stimulus packages, both public and private media have tried to calm the hysteria but have often only added fuel to that fire.
For corporate communicators, the challenges can be overwhelming, both personally and professionally.
When the News Is Bad,
Your Writing Judgment Must Be Good
by Natalie Canavor and Claire Meirowitz
We all know what can happen to the bearer of bad news. Even if we don’t fear a worst-case scenario, delivering a negative message is not anyone’s favorite part of the job—at least not for anyone we know. Unfortunately, there’s a lot of bad news to deliver these days: cuts in perks, canceled events, terminations of staff members or suppliers, and most dreaded, the mass layoff.
I’m a Writer, Not a Warrior
by Alison Harrison
Do small business owners have to become warriors in order to slay competitors on the business battlefield, or can we succeed by being ourselves? We are bombarded with advice based on this business-as-battlefield metaphor, and have been for years. When I started work in the early 1990s, the language was exactly the same: success meant standing triumphantly over the body of your defeated opponent. Much has changed in the last two decades but armies of business experts still base their advice on the same old story.
- “Preparing CWT Internally for External Greatness,” Development Communication Solutions
- “Wolfmother Rocks First Live Streamed Gig,” Pulse Communications
- “ChildFund Sustained Media Relations,” Network PR
Communication in the News
Related Resources provides additional articles and resources for understanding this month’s topic of doing more with less. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- “Fear Brings Loathing, Not Harder Work,” by Nic Paton
- “Smart Marketing in Tough Economic Times,” David Heitman
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This issue sponsored by:
Do you have the best educational credentials to be competitive in today’s economic downturn?
Experienced public relations professionals are invited to join Syracuse University’s March and April toll-free teleconferences to learn about the Newhouse Executive Master’s Degree in Communications Management. Sessions include a brief program presentation with alumni available to answer questions about the program that is often called the “MBA for PR professionals.” Teleconference dates and toll-free number available at: mprussel@syr.edu or call 315.443.4066.
Visit our web site for program details. |
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