The signs of unwellness are coming in droves---bailouts of big international corporations, layoffs, lower growth rates, lower spending and reduced incomes. We should view this with great concern, and as a warning that in our business of PR, we cannot be sure of how long we will be insulated.
When our Clients are themselves feeling the pinch, how long can we stay secure? Some of our brethren in the advertising agency business have announced that they will let go of managers and staff.
One lesson I have learned through the years which has helped see us through hard times is keeping and strengthening alliances. Clients are our first allies, and they prove of huge value when the chips are down. When we serve them right, they give us more business, because it is in their interest to do so. Why would they look over the fence when you are here, ready and able to help?
We also go out of the country to seek allies, and luckily we have found them--individual clients, organizations that can refer us to prospects, and other PR and other advertising agencies. Even old Clients from decades ago, or old schoolmates, and relatives and friends, have helped us find and develop business. They write about us, or tell their friends about us.
A PR Agency can thrive only with an excellent track record. A network of alliances, both in and outside our home territory is part of its corporate asset that will keep enhancing that record.
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