Top 10 tips for how to be a PR in a recession

I've had many conversations with people over the last week or so about what the recession (face it, we're in one to all intents and purposes, f*ck the official figures, we're in one and that's how it is) means for PR people and PR agencies.

PR Week ran its front page story recently about agencies launching recession services. I bet the same agencies are kicking themselves they didn't launch boomtime services. There was more wisdom in the magazine this week about getting in shape for the fight ahead.

Anyway, enough sarcasm. Here's a list of the 10 things that, given what I've been hearing, PR people should focus on to get through a recession:

1. Work harder. I would say that, but if you're a 9am to 5.30pm kinda worker, others around you are working harder and poop hits the fan, guess who your employer is more likely to cut? Actually the hours you work isn't the most important thing - but if you have to work or choose to work the minimum hours, for God's sake make sure people know about how hard you're working. And when you can get in early, do so.

2. Stick to clients like glue. Obvious point, but few agencies really up their game on engagement and networking with client contacts. There are many people involved in budget decisions, so identify them and show them more love.

3. Review activities and tailor. PR Week has covered this, but commercial requirements will be very different so understand the value of what you're doing and change it to suit what the client needs.

4. Understand broader marketing. PR needs to fit harder for its place in a recession, so understand the buying factors and issues for other marketing disciplines and you'll be better placed for budget discussions.

5. Dress better. I am dressed like a scruff from time to time, but clients need to feel you're trying harder. They may be casual themselves, but a little bit of extra formality for meetings (smart jeans not tired jeans, 'proper' shirt not casual shirt, for example) will get noticed and probably be appreciated.

6. Move fast. Decisions that can help to safeguard client relationships, manage costs when required or make the agency more competitive need to be undertaken straight away, not mulled over while things crumble around you.

7. Understand the billing process like it's your best friend. Regardless of how responsibility for issuing bills and getting them paid is split on your agency, understand how it's done and take an interest in it. You might have great clients and be getting great results, but if they aren't paying then guess where that leaves you?

8. Sharpen your work. Again, I would say this, but sloppy errors and poor attention to detail are not going to be overlooked as they might be when things are busier. Never make it looks like you're not so fussed about your work.

9. Consider it part of your training. Think hard about what skills you can gain from the difficulties and how you will use that experience when times are brighter. Team management, motivation and client management skills tend to be highly prized in a recession.

10. Most importantly, show no fear. Wadds has long touted the virtues of showing fur coat confidence in a recession. Have guts, understand what you're involved in and you'll come through it far stronger.