Many companies and organisations are adopting a low profile and putting their PR on hold, fearing a media backlash as an angry public looks for the fall guys to carry the can for the current economic crisis.
But senior figures across the PR profession are urging companies to keep up their public profile, as it has never been a better time to set themselves apart from those competitors who bury their heads in the sand.
Particularly reticent to engage with its stakeholders has been a financial services industry that was all too pleased to bask in the limelight when the markets were flourishing.
Yet those companies that have stood up and addressed the public have still managed to maintain a good deal of credibility, at a time when nervous investors are looking for institutions they can trust rather than those that do a disappearing act after years of blowing their own trumpet.
It is these companies that are under the illusion that PR is simply about getting as much positive media coverage when they're riding the crest of a wave.
But PR is about building long-term relationships for long-term gain. And those companies that keep up the good work are likely to emerge from the recession with their customer relationships in much better shape.
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