Sales & Marketing April 10, 2009, 1:09PM EST
Why PR Is the Prescription
The right story told at the right time can bring valuable attention to your business, even during a downturn By Steve McKee
Times are tough. It can be difficult to keep your focus on driving the top line when the bottom line is bleeding red. A lot of us can identify with John Krafcik, acting president and CEO of Hyundai Motor America, when he says, "Flat is the new up."
Still, you know you can't put your marketing program entirely on hold. You need to do something to attract new customers (and give existing customers more reasons to stay). It may be sacrilege for an ad guy to say so, but I recommend a healthy dose of PR. Yep, PR.
There are a couple of trends that, while causing headaches for journalists, can work in your favor: Properly understood, they can help you generate attention for your business.....
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