Byrne: ‘PR in better shape than a few years ago'

Colin Byrne, UK CEO of Weber Shandwick, gives his views on a tough market.

‘In a recession, or when times are tough, trust and trusted partnerships matter. Make sure you are in the trust business, not the flim-flam, over-promising business.

‘Think strategically rather than reactively. For example, short-term cuts in staff leave a long-term bad impression with those staff, who turn from advocates to "badvocates".

‘And good PR staff that you have ­invested in, and who are in short supply, should not be treated as short-term disposable resources.

‘Look for upsides, not just downsides. How can your internal comms practice, if you have one, support your client if it is downsizing - even if it hasn't needed that ser­vice before?

‘PR is in much better shape than a few years ago to fight its corner in terms of any ­budget­ pressures.'

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