By Jen Elving
Senior PR & Communications Manager, Visit Denver

Consumer prediction:  Most consumers like to trust the system – it helps them conserve mental and emotional resources, so we can apply those to more intimate, personal decisions.  But right now consumers feel betrayed, and it’s making communication with them more difficult.  Companies with rich brand character and a quality product will maintain their open dialogues; however, new companies or those without a solid communication channel will need, more than ever, to offer transparency, accuracy and sincerity in their messages.  Hope is on the horizon, but consumers need to feel they can trust a company before they will invest in it.

Public relations prediction: Many companies look at recession and think of slashing communication budgets – it’s the first thing to go, according to several CEOs.  And at first glance, it would appear the fiscally responsible decision to make, so you won’t see as many big mobile tours, branded guerilla tactics or in-market stunting. Those of us in the communication business know, however, that recession is the time when open communication needs to be enhanced.  With tighter budgets and less interest in consuming – especially in travel, luxury, and certain consumer goods – public relations efforts need to be more targeted and more in-tune with the value-add for consumers in order to be effective.