With the economy now officially acknowledged to be in a recession, many growing businesses are tightening their purse strings and taking a closer look at their budgets, including marketing. This presents a catch-22, however, says Robin Russo, president of Robin Leedy & Associates (robinleedyassociates.com), a full-service public relations agency in Mount Kisco, N.Y. “In tough economic times, as consumers cut back or make more informed decisions about how to spend their dollars, companies need to continue to market themselves to their various constituents,” she says, “not stop and fall off the radar altogether.”

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While advertising can be pricey, public relations is typically a more cost-effective option and therefore is key to a brand communication strategy, Russo points out. To help ensure a profitable PR campaign as part of a brand-building strategy, Russo recommends the following:

• Focus on social media as well as traditional media outlets. These days, PR specialists need to be especially creative when putting together a strategic brand-management campaign, since the competition for editorial space is at a premium. Pinpoint social media sites where key conversations about your industry or business are happening online to get your brand into the discussion, without spending a lot of dollars. While many companies immediately think of MySpace and Facebook, consider niche social media sites related to your particular industry.

• Approach online media. As the economy has deteriorated, media outlets have been affected. Many magazines and newspapers have been shutting down their print editions and focusing solely on online editions. With more and more people turning to the Internet for their news, and with the rise in social/digital media, PR professionals need to focus their attention on online media — and not just the bloggers — to communicate their brand messages.

• Research cost-effective tactics. Reaching a variety of media on a tight budget can be a challenge. If you decide to work with an outside agency, be sure it has expertise in your industry. Smaller firms are usually better equipped to work with growing businesses, since they often have less overhead, are accustomed to working with tighter budgets, and can give clients individualized attention. That can result in a stronger return on investment.

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