A recent article on BtoBonline cited powerful arguments for the effectiveness of PR in a recession from a variety of marketing decision makers. Here are four points from the article that are most applicable to communicators in the Advanced Manufacturing & Energy sector:

1.      Trade media case studies remain an invaluable sales tool. Mark Rentschler, a marketing manager at machine tool manufacturer Makino, makes the case for PR, and more specifically case studies: “… people research more than ever before in this type of economic climate before they make a purchase decision,” he says.

2.      The particular nature of the current recession makes for even greater opportunity to generate coverage. For example, print publications working with reduced staffs are looking for content and are often more willing to turn to PR people than in the past. In addition, new media outlets like YouTube and blogs also crave content.

3.      We can prove PR provides strong return on investment. For example, the article cites a Procter & Gamble study that examined the marketing mix of its six brands finding PR delivered a 275% ROI.

4.      As companies make job cuts, slash benefits and make other moves to right their financial ship, effective internal PR and communications is an absolute necessity.

By the way, it was interesting to note how a misguided notion about “the commoditization of public relations” rears its ugly head near the end of the article. Most PR strategists and crisis communicators worth their salt know that this view paints a perilously incomplete picture of PR’s value. What do you think?

Got any additional tips for using PR to cost-effectively drive real business results in this economy? Had any successes, challenges? We’d love to hear them.