Akron Beacon Journal (Ohio)
Distributed by McClatchy-Tribune Business News
May 18, 2009 Monday
BYLINE: Betty Lin-Fisher, The Akron Beacon Journal, Ohio
SECTION: BUSINESS AND FINANCIAL NEWS
May 18--Clear communication from companies of all sizes to the public is more important now than ever before in this down economy, the head of a national public relations organization said.
"I couldn't think of a more important thing to do now than to build relationships with both internal and external audiences," said Michael Cherenson, chief executive officer of the Public Relations Society of America during a visit to Akron last week. The head of the 32,000-person industry group with 107 chapters spoke to the Akron chapter in celebration of its 40th anniversary.
Cherenson is executive vice president of Success Communications Group in Parsippany, N.J.
"If you look historically, it's times of monumental change -- economic shifts, wartime, any kind of major thing going on in society. That's when communication is so essential to an organization."
Cherenson touted the importance of public relations professionals, who he said do more than promote products for companies. Professionals are there to communicate both internally and externally in both good times and bad.
Cherenson said while public relations budgets have been cut in the down economy, the average public relations budget was cut this year by 3.9 percent -- less than other marketing communication disciplines -- while last year it was reduced 7.4 percent.
Even small companies without public relations professionals on staff can find small public relations firms to work with, or the local student chapter, Cherenson said. The Public Relations Student Society of America local chapter usually has student-run firms, which can take on clients, he said.
Tom Duke, president-elect of the Akron PRSA Chapter, also suggested the local SCORE counseling group could also provide public relations assistance to small companies.
During good times, companies of all sizes need to build what Cherenson called the "good-will reservoir or credibility bank."
"Every organization will have a downturn. Every organization will have a crisis. The more good will you have, the more you can withstand crisis and negative situations," he said.
It's especially important during a negative situation to communicate openly and honestly, instead of avoiding the public, because there are no secrets anymore, he said.
"Information spreads so quickly and spreads through traditional and nontraditional ways," Cherenson said. "We have fact and rumor. Because of this . . . it's imperative that organizations communicate effectively."
Cherenson said the industry is also seeing the value of company leadership taking ownership of a problem and saying, "I'm sorry."
"You see organizations that apologize and take ownership of their mistakes generally will weather the storm much better than those that don't," he said.
Overall, companies should stay connected with audiences in traditional ways and nontraditional ways, such as the growing social media outlets such as Facebook and Twitter, Cherenson said.
"Now is not the time to hibernate. Now, in this economic cycle, is the worst time to hibernate.
"Now more than ever, you have to build and connect with as many people as possible. Hibernating will not sell your products. Hibernating will not grow your business. Hibernating in a down economy is a recipe for disaster," he said.
Betty Lin-Fisher can be reached at 330-996-3724 or blinfisher@thebeaconjournal.com.
Press contact AllisonCassara
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