Overview by Ketchum CEO Ray Kotcher

Economists Diane Swonk and Bart van Ark discuss signs of economic recovery and whether or not media can affect the pace of recovery, and Northwestern University PR professor Clarke Caywood writes about the critical part public relations should play in communicating the recovery

Viewpoints

Consumer experts and corporate communications professionals share their perspectives on what companies need to be mindful of when communicating the recovery and their role in it to consumers, investors, and the media

Roundtable

Senior Ketchum counselors from around the globe answer this question: “What are challenges that companies in your region face as the global economy begins to recover, and how can communications and marketing help address them?

Street Smarts

Stats on what consumers and business leaders are thinking about the economy

Introduction

How will your company change its communications and marketing plans in the current economy?

Chances are you’ve considered this question. The economy arguably has been the biggest news story of the past two years. And depending on what part of the world you’re in, the headlines have evolved from “global financial crisis” to “Great Recession” to “vigorous growth” to “global economic recovery” to “possible double-dip recession.” At even the toughest stages, smart companies have recognized that communications and marketing remain vital.

Now, with the road to economic recovery looking clearer in some countries (and seemingly foggier in others), should your organization communicate more, less or differently? That answer will depend largely on what messages your organization needs to convey. But universally – whether you’re trying to reach consumers, customers, employees, shareholders or the media – your communication must be relevant. And because communications today can reach all audiences at the same time, you must consider every audience at all times.

As various stakeholders continue to monitor the economic news story, they will be looking for nuggets that might help them. That could mean helping them be smarter shoppers or savvier investors, or helping them choose their next business or career path. This issue of Perspectives offers insights on how communication can be relevant and beneficial to consumers, investors, employees and the media, no matter where your organization or audience is on the recovery spectrum.

In “Voices of Influence,” economists Bart van Ark and Diane Swonk answer questions about the global economy and the pace of recovery. A well-respected voice in public relations, Northwestern University PR professor Clarke Caywood talks about the role PR can play in making sure an organization’s communications align to its actions.

In “Viewpoints,” consumer strategist Tim Henderson discusses how marketers can best appeal to value shoppers; mom blogger and frequent Ketchum partner Cooper Munroe tells us what moms need to hear to pique their interest in products and services; David Allan, who leads Ketchum’s investor relations group, outlines what investors need to hear from companies; and Chris Atkins, head of communications for Standard & Poor’s, shares lessons learned from dealing with misconceptions in the media in the midst of the economic crisis and how that experience changed the way the company communicates in good times.

In our “Roundtable,” Ketchum senior counselors in Asia, Europe, Latin America and North America discuss the pace of economic recovery in their regions and how corporations should approach communications and PR to address market challenges.

Finally, “Street Smarts” highlights statistics on what both consumers and business leaders think about the state of the economy.

As always, I hope you find this issue of Perspectives informative and useful.

Sincerely,

Ray Kotcher
Senior Partner and Chief Executive Officer, Ketchum

Introduction

Perspectives Staff