During Uncertainty, Why PR and Marketing Cuts Should Come Last

In times of uncertainty, marketing budgets are often the first to be cut. Faced with financial pressures, many companies see public relations and marketing as expenses rather than investments, leading to a sharp reduction in spending on brand-building activities. However, research — including recent CMO surveys — shows that such cuts can have long-term negative consequences.

Marketing and PR drive brand awareness, customer trust and lead generation, all of which are critical for business growth — especially during challenging times. The majority of CMOs acknowledge that marketing budgets have declined in recent years, yet history proves that companies that maintain or even increase their marketing investments during downturns tend to recover faster and emerge stronger than those that cut back.

Before slashing marketing and PR budgets, marketing leaders need to rethink their approach. A strategic investment in PR during uncertain times can enhance credibility, position a brand as a thought leader and maintain customer engagement—all at a lower cost than traditional advertising.

PR as a Critical Tool for Business Stability in Uncertain Times

During times of uncertainty when business leaders need to make changes to policy, positioning, supply chains, staffing and corporate strategy, PR is critical for maintaining clear and consistent communication. Companies must ensure their messaging remains aligned across consumers, employees, Wall Street, investors, suppliers, public officials and other stakeholders. PR professionals play a crucial role in crafting transparent, strategic messaging that reinforces trust, minimizes confusion and strengthens brand reputation. Whether addressing financial concerns, workforce changes or shifts in business operations, PR ensures organizations stay ahead of the narrative and mitigate risks associated with misinformation or miscommunication.

PR is More Than Just Media Relations

Public relations goes beyond media placements—it encompasses earned media, thought leadership and strategic communications. to create maximum impact.

Owned Media

Blogs, white papers, newsletters and other brand-controlled content keep audiences engaged even without media coverage.

Earned Media

PR placements in top-tier publications with backlinks boost credibility and visibility.

Shared Media

Social media engagement amplifies PR efforts and builds community trust.

Paid Media

Sponsored content, influencer collaborations and digital PR campaigns ensure sustained brand awareness.

When integrated effectively, PR ensures a brand remains visible and influential—even during economic downturns.

The Impact of Marketing Budget Cuts on Brand Visibility

When marketing budgets shrink, the first thing to suffer is brand visibility. Without consistent communication and engagement, companies risk fading into the background, losing mindshare to competitors who continue investing in PR and marketing.

Insights from Recent CMO Surveys

• Marketing budgets have dropped to 7.7% of total company revenue in 2024—a significant decline compared to previous years [(Gartner CMO Survey, 2024)].

• The majority of CMOs are expected to do more with less, forcing them to prioritize digital channels while cutting back on PR and earned media.

• Despite budget cuts, marketing leaders agree that brand awareness is crucial to long-term success.

Why Visibility Matters More Than Ever

Cutting back on PR and marketing is like turning off the lights in a crowded marketplace—customers simply won’t see you. Brands that continue to maintain visibility during downturns are often the first choice when spending rebounds.

Case Study: Brands That Invested vs. Brands That Cut Back

• Kellogg’s vs. Post (Great Depression): During the Great Depression, cereal brand Kellogg’s doubled its advertising and PR investments, launching the now-iconic Rice Krispies brand. Meanwhile, competitor Post significantly reduced its marketing efforts. The result? Kellogg’s became the market leader and has maintained dominance ever since.

• McDonald’s vs. Taco Bell (1990s Recession): McDonald’s cut its marketing budget, while Taco Bell and Pizza Hut increased theirs. The outcome? Taco Bell’s sales grew by 40% and Pizza Hut’s increased by 61%, while McDonald’s saw a decline.

• Airbnb (COVID-19 Pandemic): Instead of halting marketing efforts, Airbnb shifted its messaging, emphasizing the safety and benefits of home rentals over hotels. The company also focused on storytelling and PR, strengthening its brand loyalty and visibility during a crisis.

• L’Oréal (2020 COVID-19 Pandemic): L’Oréal increased its digital marketing and PR efforts during the pandemic, shifting towards e-commerce, virtual consultations and influencer marketing. The result? The brand’s online sales skyrocketed and it gained a stronger foothold in digital beauty retail.

Lesson: Businesses that prioritize brand visibility and public relations during uncertain times tend to recover faster and outperform competitors who cut back.

PR As An Essential Business Investment – Not An Expense

While PR is often viewed as an optional expense, it is one of the most cost-effective ways to build brand credibility and trust—especially when marketing budgets are tight. Unlike paid SEO advertising, which stops delivering results the moment spending halts, PR creates a lasting impact by continuously generating brand exposure through media placements, thought leadership and organic content distribution.

PR and SEO: A Powerful Combination

PR and SEO work hand in hand to enhance online visibility and drive long-term brand growth. A strong PR strategy secures high-authority backlinks from media outlets, which boosts search engine rankings, increasing organic traffic to a company’s website. PR-driven content, such as press releases, interviews and guest articles, creates valuable, shareable assets that improve search performance while reinforcing a brand’s expertise and credibility.

How PR and SEO Work Together

Earned Media & Backlinks

PR placements in authoritative media sources drive organic backlinks, a key factor in SEO rankings.

Content Amplification

Press releases, blog posts and media mentions create evergreen content that fuels digital marketing strategies.

Reputation Management

PR ensures accurate brand representation in search results, helping control online perception.

Increased Brand Authority

Thought leadership articles and expert quotes in reputable publications strengthen a brand’s credibility.

The Long-Term Benefits of PR Investment

Unlike paid SEO advertising, where results disappear once spending stops, PR builds a sustainable brand presence. Media mentions, industry recognition and authoritative backlinks continue to drive value long after a campaign ends. Companies that prioritize PR see higher customer trust, stronger brand loyalty and improved digital discoverability, making it a smart investment for long-term growth.

Why PR is a Competitive Advantage

Companies that prioritize PR investments even during downturns:

• Maintain brand awareness when competitors fade.

• Build long-term credibility and trust.

• Position themselves for faster recovery post-downturn.

By optimizing rather than eliminating PR and marketing, businesses can stay visible, relevant and profitable—even in challenging times.

Marketing and PR are too valuable to cut during uncertain times. Strategic marketing leaders understand that brand credibility, visibility and trust are long-term assets that fuel business success.

Key Takeaways

• Cutting PR and marketing damages brand awareness, trust and growth.

• Strategic reallocation of budgets toward PR, content and earned media delivers better ROI.

• PR is a long-term investment, supporting visibility, SEO and reputation.

Next Steps: How TrizCom PR Can Help

At TrizCom PR, we help businesses maximize PR impact—even with reduced budgets. Whether it’s media relations, content marketing or crisis communication, we ensure your brand stays visible, credible and influential.

📞 Ready to protect and grow your brand? Contact TrizCom PR today for a free consultation.

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

During Uncertainty, Why PR and Marketing Cuts Should Come Last FAQ

Is PR still relevant in 2024?

PR remains essential in 2024 as businesses navigate digital transformation, misinformation and evolving consumer trust. With increased focus on thought leadership, influencer collaborations and reputation management, PR plays a critical role in brand visibility. Companies leveraging digital PR, media relations and content marketing continue to build strong brand authority and customer loyalty.

Why should businesses avoid cutting PR and marketing budgets during economic uncertainty?

Cutting PR and marketing budgets reduces brand visibility, weakens credibility and slows customer engagement. Companies that maintain PR efforts during downturns recover faster and outperform competitors. PR keeps brands relevant, strengthens trust and ensures long-term success by fostering customer relationships and maintaining a strong market presence, even in challenging times.

How does PR provide value beyond media relations?

PR extends beyond media coverage by incorporating owned media (blogs, newsletters), earned media (press coverage), shared media (social engagement) and paid media (sponsored content). This multi-channel approach builds credibility, improves SEO, enhances brand storytelling and ensures continuous customer engagement, making PR a powerful and cost-effective strategy for long-term visibility.

What are some examples of companies that invested in PR during downturns?

Kellogg’s, Airbnb, L’Oréal and Taco Bell increased PR efforts during economic downturns, gaining market share while competitors cut budgets. By focusing on storytelling, digital engagement and earned media, they strengthened brand loyalty and positioned themselves for post-recession growth, proving that consistent PR investment leads to long-term success.

How does PR help maintain brand visibility when budgets are tight?

Answer: PR creates lasting brand exposure through earned media, influencer partnerships and thought leadership, offering cost-effective alternatives to paid advertising. PR-driven content can be repurposed across blogs, social media and email campaigns, maximizing reach and engagement without increasing marketing spend, ensuring brands stay relevant even with limited budgets.

What is the ROI of investing in PR during a recession?

Investing in PR during a recession enhances brand trust, maintains customer engagement and drives long-term growth. Studies show that brands prioritizing PR see higher post-recession revenue, increased lead generation and improved customer retention, proving that strategic PR efforts yield sustainable business success, even in challenging economic conditions.

Do marketing and PR go together?

Yes, PR and marketing complement each other by aligning brand messaging, audience engagement and reputation management. While marketing focuses on driving sales through promotions, PR enhances credibility through media relations, thought leadership and crisis communication. An integrated strategy ensures consistent messaging, builds trust and strengthens brand positioning, making both approaches more impactful and sustainable.

What is the relationship between marketing and PR?

PR and marketing complement each other by shaping brand perception and driving customer engagement. PR focuses on storytelling, media coverage and reputation management, while marketing emphasizes direct promotion and lead generation (though PR can do this very well, too). Together, they create a cohesive strategy that enhances brand credibility, builds awareness and strengthens customer trust, leading to business growth.

How can PR improve marketing efforts?

PR is a key component of marketing that strengthens brand credibility and audience trust. It enhances marketing by securing earned media coverage, improving SEO with high-authority backlinks and amplifying brand messaging. When integrated with content marketing and digital strategies, PR increases engagement, reinforces brand identity and maximizes the effectiveness of marketing campaigns for sustainable growth.

Why Brands Choose Boutique PR Firms Over Large Agencies

When brands evaluate potential public relations partners, the choice often comes down to working with boutique PR firms or large multimillion-dollar agencies. While both options have merits, boutique PR firms offer unique advantages that resonate with brands looking for specialized, personalized and results-driven strategies. Here's why many companies prefer boutique PR firms:

1. Personalized Attention and Tailored Strategies

Boutique PR firms are known for their hands-on approach. Unlike large agencies where clients might be assigned to junior teams or feel like one among many, boutique PR firms prioritize direct access to senior-level professionals. This ensures that strategies are custom-designed to address specific brand goals rather than adopting a one-size-fits-all approach.

Case in point: When TrizCom PR was hired by a large middle-market company to manage their public relations, we worked closely with the owner and their team for about a year. Our efforts yielded impressive results, but the CEO was later advised to switch to a larger agency, under the assumption that their extensive resources and big-name reputation would bring even greater success. The new firm’s retainer was four times the size of TrizCom PR’s and the transition was made.

Six months later, the company came back to TrizCom PR.

The CEO shared that while the larger agency seemed promising on paper, the experience didn’t meet expectations. They noted that TrizCom PR had accomplished more work in a single month than the larger firm had achieved in six months. Additionally, after the initial onboarding, they never saw or spoke to a senior member of the large agency’s team again. The people they were assigned to work with, who held senior-sounding titles, often had just a few years of experience. This disconnect in expertise and oversight became a significant issue.

It became clear that the personalized attention, agility and results-driven approach provided by TrizCom PR were irreplaceable. Unlike larger agencies, where titles can be misleading and experienced professionals are often far removed from day-to-day work, TrizCom PR ensures that our clients have direct access to seasoned experts every step of the way.

This experience highlights why brands often choose boutique PR firms like TrizCom PR over large agencies. Our commitment to delivering personalized service, ensuring true senior-level expertise and maintaining a laser focus on measurable outcomes made all the difference—and ultimately brought this company back to where they knew they’d find real results. 

2. Agility and Flexibility

Smaller firms are inherently more adaptable. Without the layers of bureaucracy that characterize larger agencies, boutique PR teams can pivot quickly to respond to market trends, crises or client needs. This agility is crucial in today’s fast-paced media environment.

Case in point:  TrizCom PR’s work with Fan Expo perfectly illustrates this adaptability. While managing traditional event public relations, we identified an opportunity to enhance the campaign with creative and targeted promotional elements. One standout moment involved the viral sensation Chewbacca Mom, Candace Payne.

Upon recognizing Payne’s growing popularity, we quickly crafted a plan to connect her with Peter Mayhew, the original Chewbacca and a confirmed guest at Fan Expo Dallas. After discovering Payne was a Dallas-Fort Worth resident scheduled for a press junket in Los Angeles, TrizCom PR pitched The Late Late Show with James Corden to facilitate a personal invitation from Mayhew to Payne for the event.

The resulting collaboration created a buzz that resonated with a wide audience, drawing significant media attention and introducing Fan Expo Dallas to new demographics. Payne’s attendance and interaction with Mayhew captivated fans and expanded the convention’s visibility far beyond its core audience.

This example showcases how boutique PR firms like TrizCom PR can seize opportunities and create meaningful connections, driving impactful results in ways that larger, less agile agencies may struggle to achieve.

3. Cost-Effectiveness

Budget considerations are significant for many brands, especially startups and mid-sized businesses. Boutique PR firms often offer competitive pricing without compromising on quality. Their streamlined operations and targeted efforts eliminate unnecessary overhead costs, such as expensive office spaces in many cities, extensive staffing and development efforts.

Case in point: As the Dallas-Fort Worth representative for PRConsultants Group (PRCG), TrizCom PR can seamlessly transition from a boutique public relations agency to a national PR partner without the hefty price tag of a large agency. PRCG is a network of senior-level public relations, communications and digital marketing professionals in every major U.S. market, providing clients with local expertise and established media and community relationships.

TrizCom PR utilized the PRCG network to manage regional campaigns across multiple markets for a client with a new product launch. Instead of flying the TrizCom PR team across the country—an approach that would have significantly increased costs—we partnered with trusted PRCG members in each target region. These local experts leveraged their in-depth knowledge of their respective markets to ensure the launch’s messaging resonated with audiences, delivering high-impact results at a fraction of the cost of a traditional nationwide campaign.

This example demonstrates how TrizCom PR’s access to national resources through PRCG allows us to deliver comprehensive campaigns without the inflated expenses typical of larger agencies. Combining our boutique approach with a powerful national network provides clients cost-effectiveness and quality outcomes.

4. Stronger Partnerships and Collaboration

Working with a boutique PR firm often feels more like a partnership than a transaction. These agencies tend to view themselves as extensions of their client’s teams, fostering close collaboration and a shared commitment to success.

Case in point: One of the things TrizCom PR takes pride in is becoming an extension of our client’s internal teams. In conversations, it’s never “you” but “we.” This collaborative approach allows us to work seamlessly alongside our clients’ departments, creating a unified, powerful team.

For instance, we partnered with an $800 million company with only one person on their marketing team. Despite the organization’s size, the limited internal resources made managing comprehensive PR and marketing efforts challenging. TrizCom PR stepped in as an integrated part of their team and their vendor coordinator. We took on the role of managing all their marketing vendors, including traditional advertising, digital marketing, SEO and more. By streamlining these efforts and ensuring channel alignment, we delivered cohesive strategies that amplified their brand and maximized their marketing investment.

This example illustrates how boutique public relations firms like TrizCom PR foster meaningful partnerships, aligning closely with their client’s goals and becoming a natural extension of their team. By providing both strategic direction and operational support, we empower clients to focus on their core business while we handle the complexities of their marketing ecosystem.

5. Results-Driven Focus

Boutique PR agencies pride themselves on delivering measurable outcomes. With fewer clients and more focused resources, these firms often go above and beyond to demonstrate their value through strategic approaches that directly accomplish their client’s business goals.

Case in point: TrizCom PR always begins by aligning our efforts with our client’s overarching business objectives, ensuring every strategy is designed to drive meaningful results. For one client in the technology sector, the primary goal was to secure Series C funding by elevating their visibility and credibility within the industry.

TrizCom PR developed a strategic, multi-channel plan that combined earned media, thought leadership initiatives and community engagement to position the client as a trusted industry leader. Within six months, we delivered over 50 high-impact media placements in top-tier and regional outlets, generating millions of impressions, valuable backlinks and establishing a strong market presence. Additionally, we secured speaking opportunities at two prominent industry conferences, further solidifying the client’s reputation among key decision-makers.

These strategically planned efforts captured the attention of private equity partners and analysts, directly leading to successful Series C funding. By focusing on strategies that aligned with the client’s ultimate business goal, TrizCom PR provided measurable outcomes that went beyond media coverage to deliver tangible business success. 

This example highlights how boutique PR agencies like TrizCom PR prioritize strategic alignment over isolated tactics, ensuring every initiative contributes to achieving the client’s most critical objectives.

6. Innovative Thinking

Without the constraints of traditional structures, boutique PR firms can experiment with creative strategies and innovative approaches. They are more likely to embrace emerging platforms, technologies and ideas that may not align with the rigid frameworks of larger firms.

Case in point: TrizCom PR was one of the first public relations firms to recognize the importance of measurable outcomes in PR campaigns. For years, the industry relied on vague metrics like “increasing awareness and consideration,” often supported by unreliable measurements. TrizCom PR saw this approach as insufficient and committed to a more results-driven standard.

We recognized that if our efforts didn’t directly support a brand’s business goals, clients shouldn’t hire us. This philosophy shifted our focus away from isolated tactics—common among larger agencies—and toward integrated strategies designed to drive real impact. Our approach combines earned, shared, owned and paid media efforts to ensure that every initiative contributes to measurable results, such as sales growth, market expansion or investor interest.

By aligning our strategies with our clients’ overarching goals, TrizCom PR has consistently delivered impactful outcomes that transcend surface-level PR metrics, helping brands achieve long-term success.

This example demonstrates how boutique public relations agencies like TrizCom PR leverage innovative thinking to challenge industry norms, prioritizing meaningful results over outdated, ineffective approaches.

Conclusion

Boutique PR firms like TrizCom PR offer a unique blend of personalized service, strategic thinking and measurable results that set them apart from larger agencies. By prioritizing business goals, fostering true partnerships and embracing innovative strategies, TrizCom PR ensures every client receives impactful solutions tailored to their needs. Whether it's delivering measurable outcomes, navigating a competitive market or achieving long-term growth, boutique firms provide the agility and focus required to truly amplify a brand's voice.

For more case studies, please visit https://www.trizcom.com/pr-case-studies.

Let TrizCom PR Elevate Your Brand with Boutique PR Excellence

Ready to experience a boutique PR firm's personalized service and results-driven strategies? Let TrizCom PR help amplify your brand’s voice and achieve your business goals. Contact us today to learn how we can create impactful, tailored solutions for your unique needs. Together, we’ll take your PR strategy to the next level.

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

Boutique PR Firm FAQ

What is a boutique PR firm and how does it differ from a large agency?

A boutique PR firm delivers personalized service, tailored strategies, and direct access to senior professionals. With fewer clients and streamlined operations, they focus on quality and measurable outcomes, making them a perfect choice for businesses seeking impactful, results-driven public relations solutions aligned with their specific goals.

What types of services do boutique PR firms typically offer

Boutique PR firms provide services such as media relations, thought leadership, crisis management, event promotion, digital strategy, content creation and integrated campaigns. They excel at blending earned, shared, owned, and paid media to create tailored, results-driven solutions that align with clients' business goals.

How can a boutique PR firm help achieve my business goals?

A boutique PR firm helps achieve your business goals by aligning strategies with specific objectives like increasing visibility, generating leads or sales, or securing funding. Their personalized approach focuses on measurable outcomes, ensuring every effort directly supports your success and delivers impactful, results-driven solutions tailored to your needs.

Is a boutique PR firm the right choice for startups or small businesses?

Yes, boutique PR firms are ideal for businesses of all sizes including startups and nonprofits. They offer cost-effective services, flexibility and tailored strategies, ensuring impactful results even with often with smaller budgets. Their personalized approach aligns with unique business goals, helping startups and organizations grow effectively.

How does a boutique PR firm measure success for its clients?

Boutique PR firms measure success through customized metrics like earned media placements, audience engagement, website traffic, conversions or revenue growth. They prioritize business impact over generic PR metrics (impressions, views, reach), ensuring campaigns deliver tangible and meaningful results aligned with the client’s goals.

What industries or niches do boutique PR firms specialize in?

Boutique PR firms often specialize in industries such as B2B, B2C, technology, healthcare, consumer goods or nonprofits. This focus allows them to develop deep expertise, strong connections, and tailored strategies that address each market's specific challenges and opportunities. Often, boutique PR firms also know their local markets inside and out.

What are the cost advantages of working with a boutique PR firm?

Boutique PR firms maintain lean teams and streamlined processes, avoiding high overhead costs typical of large agencies. This enables them to deliver high-quality, impactful services with personalized strategies at competitive rates, making them a cost-effective choice for businesses seeking measurable results and long-term success.

How does a boutique PR firm ensure personalized attention for its clients?

Typically, boutique PR firms serve fewer clients, providing direct access to senior public relations professionals who work closely with you. This hands-on approach ensures tailored strategies, quick responsiveness, innovative solutions and a collaborative partnership that prioritizes your unique business goals, challenges, and long-term success.

What level of experience can I expect from the team at a boutique PR firm?

Boutique PR firms typically have senior-level public relations professionals with extensive industry experience. Unlike large agencies where junior staff handle most accounts, boutique PR firms ensure clients work directly with seasoned experts who provide valuable insights, proven strategies, personalized attention and customized solutions tailored to achieve specific business objectives effectively.

How does a boutique PR firm manage national or multi-market campaigns?

Boutique PR firms leverage networks like PRConsultants Group to provide local expertise in multiple markets. They ensure campaigns are cohesive, cost-effective, innovative, and tailored to resonate with regional audiences while maintaining a unified strategic vision for national impact and achieving measurable business goals.