Tracy (or Trace, as friends call her) Larrua lives and works between Hawaii and L.A. A seasoned pr/marcom specialist who has worked primarily in the hospitality and entertainment industries, she enjoys teaching her “Get The Word Out” pr workshops and volunteering her time with non-profits. When not glued to her sassy MacBook, you can find her relaxing at the beach, enjoying live theatre, or at a BBQ with friends.
Yes, everyone (and I mean, EVERYONE) is tightening their belts these days with the economy going more South than folks would like. But if there is one thing that drives me absolutely bananas, it’s the fact that when things get tough out there, the first thing that many companies do is get rid of their pr and/or marketing dept. People! Are ya nuts? That’s the one thing that you DON’T let go of, and Auntie Tracy is here to tell you why. The answer is simply this: In tough times, you still need to keep your profile up and believe it or not, this is the most ideal time to do pr and promote you, your wares, and your service. Trust me. The last thing you want is to fall off the radar because perception is everything, especially in this town.
In times of crisis, companies are thinking “cut the budget back.” Sure, I understand that paying a big retainer to an agency of five people working on your account might be considered overkill right now, but instead of getting rid of the entire agency, why not cut the staff back to two people (or to one, like me?). And, with pr, you can get verrrrrrrrrry creative in promoting your business in ways that traditional advertising simply cannot. PR is about relationship. It is emotional. It is a feeling thing. It is about connecting. Even in a crisis, a smart publicist can still do a lot for a client by simply being out and about, attending events, and soft-pitching their clients info in a social setting. You never know who you will connect with and what it will lead to.
So when the going gets rough, think out of the box. Waaaaaaaaay out of the box, and maybe, even into the triangle or circle. Cut back on ordering office supplies, recycle note paper (a company I worked for actually did this in tough times and guess what- it was a great lesson for everyone in being green), cancel “Bagel Friday’s” and brown bag to meetings, and don’t forget to book the company holiday party at one of the CEO’s homes vs. spending a fortune in a high-end venue space. With the saved $$, invest in the pr of your company and when everything washes out (as it always does), you’ll be 10 steps ahead of the competition and ready to go!
