'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.'