Survey Results: Public Relations and the New Economy

Organizations and PR: getting ready for the downturn?

Is there a disconnect between business and communication goals at what most believe to be a critical time in our nation’s economy?

In a February 2009 survey, 100 per cent of public relations respondents in Nova Scotia and southern Ontario report their organizations’ number one priority as the economy, however, only 35 per cent identified this as the top PR issue.

Students in the PR class at CompuCollege/Eastern Trades College surveyed members of two PR associations – the Canadian Public Relations Society and the International Association of Business Communicators – in N.S. and southern Ontario to measure whether members of their profession are helping their organizations address the effects of the economic downturn.

The results of the study have shown a potential misalignment of organizational communication priorities.

Comments from some respondents, however, indicate that while communication concerns haven’t changed in the past year, the context in which they are carried out and the ways they are carried out have.

One respondent noted: “There are only so many resources available so we have to prioritize more than we would in a good economy. It’s always important to align communication priorities with the company’s strategic priorities and as those overall priorities change, so do ours.”

As well, 65 per cent of Ontario respondents and 60 per cent of N.S. organizations are implementing strategies for dealing with the current economic situation. Such activities include: modifying programs to save costs, encouraging employees to be fiscally responsible, working to develop more business and maintain client base, investing in the corporate brand, hiring freezes, offering early-leave incentives, focusing on initiatives that have immediate return-on-investment and increasing marketing activities.

In both provinces, organizations are expecting:
· Changes in market share
· Budget cuts
· Downsizing
· To do more with less
· Changing use of resources

They are not expecting:
· Changing client expectations
· Economic issues to override environmental concerns

In terms of how communication methods are projected to change in the foreseeable future, traditional media such as print ads, television and radio are expected to be used less while face-to-face activities, social media, organizational websites and media relations are expected to be used more. In Ontario and N.S. the largest decrease is anticipated in the use of print advertising. Slightly more than half of respondents expect to reduce their use of print advertising by at least 25 per cent.

When asked if they are providing advice to their organizations to help them deal with the economy, 77 per cent of Ontarian and 50 per cent of Nova Scotian respondents said “yes.” Nearly 12 per cent were unsure whether a colleague was providing this sort of advice.

The research thesis – public relations practitioners are preparing their organizations for the outcomes of the economic downturn – has not been definitively proven. Priorities may or may not be aligned, measurement is not consistently carried out and fewer than 60 per cent indicate they are providing advice regarding the economy.

The good news is that PR practitioners are using creative and cost-effective means to help their organizations get the message out and helping build strong relationships.

One respondent commented: “Our industry has seen major downturns before and has survived. This recession is more widespread and has taken a toll on more companies, but we will still see an active industry on the other side of this recession. It may look different, but it will still be here.”

To receive a copy of the research paper, please contact Colleen Gareau at colleen@compucollege.ca.