Love in a cold economic climate presents both challenges... and public relations opportunities

Morgan PR has been generating publicity for a terrific French restaurant in Newbury, West Berkshire this week and in the way we have helped Le Petit Square there may be lessons for other businesses who are finding winning the affection of customers during the recession.

The key is that the media - this story has already been taken up by newspapers and radio - are constantly looking for new ways to interpret the recession at the moment and if you can find a way to promote your business within this context then it is possible you can create powerful public relations.

So while it may not be the most scientific assessment of the recession, but Le Petit Square is reporting that while loved up diners visiting on St. Valentine’s Day were still gazing dreamily at one another... they were simply spending less money.

Suzanne Hemchaoui, who founded the popular restaurant four years ago, explained: “Valentines is always a huge night for us – for any restaurant – and we could have booked out 10 times over, but there is no doubt the recession is biting. People were spending less on their menu choice, and choosing to drink Champagne by the glass rather than the bottle.

“The French food, the wine – people see it as romantic anyway and St. Valentine’s Day can often bring out a grand gesture or two, with engagement rings being flourished or we are asked to drop a sparkling ring into the Champagne glass – but this year? Non!

“Chatting to some of our regulars, there are couples who are delaying their wedding because of the credit crunch and on St. Valentine’s people left much earlier than they normally do and some were talking about ‘getting back to the babysitter’, which also suggests cost cutting.

“Across the board we are seeing fewer people and they are spending less. The corporate trade that would see businesses coming in for lunch has certainly reduced. That said, we are lucky and we do have a loyal clientele.

“Our hearts were lifted recently after Gordon Ramsay appeared on his TV programme stood in front of a branch of Strada somewhere, and urged people not to visit anonymous chain restaurants, but to opt for the local independent restaurateurs – like us! That actually brought in lots of business and we saw a surge of people coming in and they were talking about it.

“An independent restaurant like ours, with all the benefits of original menus and the flexibility to respond to our customers, does find it difficult to cope with a chain restaurant in much the way a corner shop struggles to compete with Tesco. We have to offer more and we are certainly not being glum about it – we are currently planning an ‘Allo Allo Night’ for May 1st, which will be a blast and we’re hoping to stage some French film nights too.”

What do you think?

The hard news angle is there - people spent less money on St. Valentine's Day at a romantic French restaurant. In reporting this, the restaurant is named, its plans are revealed and a competitor is knocked - by Gordon Ramsay!

A recipe for revenue generating PR - in a recession from Morgan PR!

Public Relations and the decline of the print media

Today on FT.com there is a story entitled: 'Writing on the wall for newspapers' which as a reader (you need to register, which is free) I would have found, but actually I'm indebted to blogging heavyweight Graham Jones whose post about the story I did read.

The tight writing of the FT sums it up succinctly in the first paragraph:

The newspaper and magazine industry could be “decimated” in 2009 with one out of every 10 print publications forced to reduce publication frequency by more than half, move online or close entirely, according to a report by Deloitte.

Essentially the drop in advertising revenue brought about by the declining economy and Morgan PR has already witnessed the decline in pagination within many of the publications we deal with; and less pages means less news space to accommodate PR generated stories. Social networking websites too will see advertising drop and their viability threatened.

Faith in PR is well founded; the activities of businesses often warrant news coverage and this can be tremendously effective at promoting those businesses. However, it has always been naive to believe that PR alone will deliver the success that companies crave, not least in the progressive face of new media.

Graham Jones rightly stresses the importance of the internet and how people use their websites and blogs (he convinced us to launch our blog more than two years ago foretelling the vulnerability of those without).

Now new media - or surely it has become 'the media' versus the traditional media? - has been something we have considered alongside press releases. From skilfully targeted e-newsletters to hosting Google friendly press releases online so that your customers can find and read them for themselves.

Blogging too, relevant and targeted, has a key part to play in this recipe for success that does not rely on traditional coverage to create and maintain a reputation.

You'll recognise these elements all focus on the relationship with the client or prospect; they are much less relying on someone reading the right newspaper on the right day. Better still they work on the principles of permission marketing and encourage relationship with those who are genuinely interested and are much less about a numbers game.

There is still a role for PR and the traditional media, but now more than ever it will rely upon real news savvy. As a qualified and experienced journalist that news sense is second nature and can make the difference whatever the economic climate.

So believe the story in the FT for it seems all too likely, but check your PR & marketing strategy and ensure it is multi-faceted. This is something we will be addressing in more detail in our monthly newsletter during 2009 so be sure to subscribe.

Counting the PR pennies can rob you of pounds!

Why do companies finding themselves shivering in the face of the recessionary chill determine that the best approach is to cut back on their marketing spend? Where is the logic in tryng to see through the tough times ahead by opting to lower your profile?

Now the vast majority of our clients know that actually, in this tricky times it will be the companies who focus on promoting themselves amid the ill advised who opt to hide who will flourish and be in the best position to burst forth when the good times begin to roll again! Indeed some are actually confident enough to increase their spending and are reaping the dividend.

Yes, businesses and customers are watching what they spend, but equally there are already less suppliers in the marketplace so those remaining are by default bigger fish in a smaller pond. It will be the skilful use of public relations and marketing that will be the fish food that allows such growth to continue during the recession.

Look at the advertising spend of the high street names out there - it has gone through the roof while their revenues are going down. It is a high stakes poker game and the savvy players are left at the table will be the winners.

It is not just marketing which bizarrely gets reigned in when the economy slows; training and recruitment can also be abandoned in the false hope of prudence. These approach also has the potential to cripple your ability to perform!

So just stop for a moment and think about the long term impact of any so-called prudence versus wrapping up in the short term security blanket.