CorpComms Magazine

This year will prove both a challenge and an opportunity for corporate PR professionals. The challenges of the current economic downturn across all sectors are obvious and already being felt. For many in-house communicators the pressures are on budgets and to produce better ROI evidence than the PR industry has previously focussed on. Business leaders' mantras should be When the going gets tough, the tough get communicating. Now, more than ever, companies and organisations need clear communications strategies with internal and external stakeholders.

When it comes to communications - simply focusing on the online or offline aspects of PR alone will no longer suffice. If we are to ride out the wave of the economic storm, we must continue to create and influence advocates by seamlessly merging both these elements to create effective inline communications which not only engage the consumer but that also bring your message to life.

As firms are forced to downsize and cut costs due to the current economic crisis, they must ensure that they retain and continue to develop their top talent and, therefore, internal communications will be a massive area of focus this year.

As well as this, with the political race up to the 2010 (or potentially 2009) general election, public affairs and the thorough understanding of policies rather than just the personalities of the main parties will be increasingly significant. Companies will need to focus more directly on their public affairs outreach if they are to maintain their success this year.

So corporate communications professionals are pivotal, but will need to seize that opportunity within their organisations at a time when the instinct of some business leaders will be more ‘rabbit in the headlights' than bold, clear communications.  

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