Is the Glass Half Full or Half Empty? Maximizing B2B & Energy Public Relations Efforts in a Downturn

by Kiska Workman

It’s no secret that times are tough these days, and everyone along the supply chain is feeling the pinch and the pressure to cut, cut, cut. For those of us in marketing and public relations, this is a time to add value. The reality is that a downturn actually can present great opportunities for your clients or company.

As the practice leader for our energy and business-to-business accounts, it was no less than six months ago when my team was competing with hundreds of other companies on a weekly basis to get our clients’ stories covered in the media. Now, the tides have turned and more companies have scaled back, creating a nice sized window of opportunity for our clients who are aggressively positioning themselves.

Since the downturn, many companies have significantly reduced visibility efforts, leaving a void in the marketplace. Because of the cyclical nature of the energy industry, there are lots of us who have ridden this wave two or three times throughout our professional careers, and by now have learned a few things.

First of all, knee jerk reactions are never a good idea. Industry leaders know that you can’t fall too far behind the curve, because it is important to be in the right position once the pendulum swings the other way. Just as our energy clients use a downturn to maximize and fine tune assets and operations, that is exactly what should be done with a company’s public relations and marketing efforts. In other words, you don’t have to completely shut the rig down; instead you figure out how to make it work more efficiently and more on target.

Use this economic downturn as a time to determine strategic steps for your company, to stay visible in the marketplace, to plan ahead for the uptick in demand and the economy. Think about how to work smarter versus harder, and do more with what you have. There is no reason to pack up and put your public relations and marketing activities on a shelf, but you can take a good hard look to ensure they make sense and give you maximum ROI.

By taking these key steps, you will be ready to pull the trigger once the turnaround starts. If you keep communicating now, you will be miles ahead of the competition because you have taken the time to build a solid foundation with a strategic plan ready to leverage the next wave of opportunity. I’d say the glass is definitely half full!