CorpComms Magazine

Everyone is downcast about 2009 and there are clearly sound reasons for being pessimistic about the outlook. Our clients are certainly being very cautious. Those in the City had a hideous 2008 and this year is being approached with a mix of trepidation and even fear. However, I have reasons to be positive and for those of us in the communications business - the year ahead could be full of promise.

The last time we fell off a cliff, communications crashed and burned with everything else. The relentless pursuit to cut costs culled corporate communications as well. But this time everyone knows what damage a vacuum can cause. Communicating with staff, shareholders, customers and the media isn't optional. Our clients know this. Communications activity is now firmly part of their downturn strategies. It's also a very personal consideration for those individuals leading companies. The pressure on them to provide leadership, direction and inspire the sort of confidence needed to withstand the onslaught is a strategic necessity.

This is also the first digital recession. The tools of our trade have changed and so have the costs associated with communicating. The digital channels are a godsend in a recession. Not only do they provide a direct and very effective means of targeting communication at those vital audiences, they are also very cheap to use. Three of our clients have cancelled conferences they will now host on the web. Gone are costly corporate videos, to be replaced with ground-breaking webcasts. Investors are more likely to be invited to ‘virtual visits' than logistically challenged site tours. And CEOs can reach out to their people online, engaging in the type of conversation and dialogue once only possible face-to-face, but now part of the interactive digital revolution. So all in all, this year could see us confound the gloomy predictions and see corporate communications flourish.  

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