• Whatever you do, don't fall silent. Silence erodes consumer and analyst confidence, and you'll be left in the dust when the bulls start running again.
  
  
• Every story has a news angle; find the news and lead with it every time. Does your dynamite new widget solve the Scamper Effect that has bedeviled grommet technicians for years? Don't say, "XYZ Co. Announces New Widget." Say, "XYZ Widget Scatters the Scamper for Grommet Techs."
  
  
• Take the time to communicate real solutions to real problems. If that means explaining the problem, do that too. Describe the Scamper Effect, explain why it makes life difficult for techs and increases production costs, and relate how the new XYZ Co. widget solves the problem.
  
  
• Skeptical times call for a measured tone. Be clear about the problem, solution and benefits, but don't raise your voice or resort to exaggeration. Keep your snake-oil salesman stored away until you need his noise and hubbub again.
  
  
• Identify your audiences and make your story relevant to EACH target. One story doesn't apply to everyone, especially when skepticism is in the air. "Scattering the Scamper" may be enough to catch the eye of those who read Grommet Tech Journal, but you'll need to emphasize the huge potential market growth it represents if you want to impress the financial and business media.
  
  
• Never talk pure technical specs. "New widget saves 50 kilowatt-hours per month compared to older technologies" will put even the techs to sleep. Instead, say how people or companies benefit: "Power savings pay for widget in days," will grab more attention.
  
  
• Avoid buzzwords and hyperbole. Use plain language or your material will disappear into journalists' "bozo filters" and never be seen again. Anything that sounds like "end-to-end Widget solution empowers revolutionary leading-edge paradigm shift in scatter treatment" deserves to be erased before reading!
  
  
• False claims will discredit you before you start. Never, ever say "a leading widget" and only use "market leader" if that's what you really are. Avoid "solution" even if that's what it is, because constant overuse and misuse have emptied the term of meaning. Check out www.buzzwhack.com for a skeptical treatment of buzzwords in and avoid them whenever possible.

		It all boils down to this: Effective leadership of a company or an industry takes foresight and planning. Periods of economic skepticism give us time to refine the plan and build a solid foundation for future growth. Successful leaders will follow a specific plan and communicate the resulting milestones loudly and clearly to media, analysts, influencers and market makers.

Just as a market downturn creates investment opportunities, we can use today's relative quiet to define tomorrow's leaders. The objective of effective PR remains the same in any market: to instill and maintain market confidence and recognition. The rewards extend beyond just keeping today's customers. Good PR helps grow a business -- using the best tools available -- even during trying times.

Companies may cut their marketing initiatives to the bone, but effective PR lets you move and capture attention through the words and actions of peers and target customers. It sculpts a company's image, drives brand resonance and ultimately increases sales. The companies that take measured risks now will reap the greatest rewards.

So keep spinning the story! But do it without the hype of recent years.

About the author: Brian Solis is president of FutureWorks Inc., a tech-oriented public relations and marketing company. He can be reached at brian@future-works.com or by visiting www.future-works.com.

SAM Magazine (c) 2001 Marketing Bulletin Board. All Rights Reserved