Recession-proof your business: a public relations firm president explains why publicity is the key to keeping current and prospective clients aware of your firm's presence.

• Author: Lontos, Pam
• Position: Social media marketing

If you're thinking of cutting your business's publicity during these cough economic times, think again. In times like this, your firm's name needs to be out there more than ever.

Consider the ingenious marketing move made by the Wrigley Company in the 1940s. During World War II, the company couldn't get the necessary ingredients to continue making its chewing gum. So it stopped production of all of its product lines. However, even though it had no product to sell, it continued advertising, with the "Remember this Wrapper" campaign. After the war ended and ingredients were plentiful again, Wrigley resumed production of its chewing gums and not only quickly regained, but also exceeded, its pre-war popularity, whereas much of the competition went out of business.

To put the gum maker's strategy in perspective, the Wrigley Company maintained "top of mind" awareness with customers, even during a difficult time. That's exactly what a business must do to succeed in today's economy.

"But I can't afford a big advertising campaign," you may be thinking. Even if you're working with a small budget these days and advertising isn't possible, you can get outstanding results with some carefully planned publicity.

Remember that during a recession, competition between businesses is greater than ever. Publicity helps to get extra celebrity and credibility so your organization can stand out.

Additionally, you want to keep up the momentum from your current publicity efforts. If you stop marketing your business and try to resume once the recession is over, you'll be essentially starting from scratch. That's a tough place for any company to be. You'll be forgotten.

Strategies for Success

Here are a few suggestions to keep your publicity efforts going strong, even during difficult economic times.

Inform the media that you have something to offer by sending out press releases

Press releases are a good method for getting your product or service reviewed in publications. Watch the breaking news, and if something relates to your business, send a press release to newspapers, radio and television shows, and magazines offering your take as an expert to interview about the situation.

Write a short op-ed piece

When you see something in the news that you have a differing opinion about, write about your viewpoint and send it to the newspapers. Op-ed means "opposite editorial," referring to the page facing the editorial page, the page on which the newspaper publishes its own...