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.

Unlocking the Power of User Search Intent Keywords in Public Relations

The merging of PR and SEO in the dynamic marketing landscape is underscored by a pivotal concept of search intent keywords. These specific search terms, reflecting users' Google searches and their motivations, hold the key to unlocking significant benefits in both PR and SEO strategies.

Delving into and utilizing user search intent keywords has the potential to revolutionize PR and SEO tactics. These keywords, when used effectively, can significantly elevate your strategies, inspiring you to reach new heights in your marketing efforts. They are not just words, but powerful tools that can transform your online visibility and improve your SEO rankings.

This article not only delves into the significance of user search intent keywords and their impact but also offers actionable insights into how these keywords can aid marketers in content creation and, most importantly, enhance online visibility. By aligning PR strategies with user search intent, businesses can develop messaging that resonates with their target audience and strengthen their online presence.

The Evolution of PR and SEO - Decoding User Search Intent Keywords in PR

Understanding user search intent keywords is like having a secret decoder for the digital world. These search phrases, which are the specific terms users type into search engines to find what they're looking for, reveal the purpose behind a user's search, offering valuable insights into their true intentions. This knowledge empowers you to craft content that truly resonates with your audience.

Understanding user search intent keywords is like having a secret decoder for the digital world. These search phrases, which are the specific terms users type into search engines to find what they're looking for, reveal the purpose behind a user's search, offering valuable insights into their true intentions. This knowledge empowers you to craft content that truly resonates with your audience.

For example, imagine your prospective customer is searching for "best accounting software for freelancers." If the search engine serves this prospective customer a web article about accounting software for big enterprises, the customer will probably not click on the result or will visit the site and leave quickly. This behavior can negatively impact your SEO. However, if the search result provides the user with an article directly about the best accounting software for freelancers, chances are the prospective customer will click on the article and stay for a while, which will positively benefit SEO.

By understanding and leveraging user search intent keywords, marketers can align their content more precisely with what their audience seeks, improving engagement and enhancing online visibility.

User Search Intent Search Categories

There are four categories of user search intent.

1. Navigational intent: Users in pursuit of a website (e.g., “TrizCom PR homepage")

2. Informational intent: Users seeking knowledge (e.g., "how to craft a press release")

3. Transactional intent: Users prepared to take action (e.g., "engage PR agency Dallas")

4. Commercial investigation: Users conducting research before making a purchase (e.g., “PR firms for startups")

By grasping these intents, marketers can customize their content and tactics to align with what their target audience seeks. This synchronization between content and user search intent enhances visibility, interaction and, ultimately, the triumph of PR campaigns within the realm.

Leveraging User search intent for Triumph in PR and SEO

Search engines tend to prioritize content that best aligns with users' needs, making it crucial for brands to tailor their strategies accordingly.

Why is user search intent important?

When brand content matches user-intent keywords, it can rank in search engine results pages (SERPs) and reach the intended audience. This type of website traffic is typically more qualified than others since the search results match the intent.

Furthermore, content that speaks directly to user search intents tends to generate engagement. Whether it addresses a burning question or offers information, intent-focused content resonates strongly with audiences and enhances the overall user experience.

By integrating user search intent into their PR tactics, content marketing professionals can craft impactful campaigns that boost SEO performance and strengthen brand reputation and audience connections. This alignment of content, user needs and search engine algorithms is the cornerstone of achieving PR success in the modern era.

How To Identify User Search Intent Keywords?

Identifying user search intent keywords is a crucial step in aligning your PR efforts with your audience's needs. Here's a more detailed approach:

1. Examine search queries and trends: Start by analyzing the search queries and trends associated with your brand, industry or niche. Use tools like Google Trends to understand current popular topics and how search behavior changes over time.

2. Utilize keyword research tools: Leverage powerful keyword research tools such as Google Keyword Planner, SEMrush, Ahrefs or Moz Keyword Explorer. These tools offer valuable insights into:

• Search volumes: How often a keyword is searched for

• Related terms: Other keywords that are frequently searched alongside your target keyword

• Keyword difficulty: How challenging it might be to rank for a particular keyword

• Seasonal trends: How search interest fluctuates throughout the year (For example, the search volume for Christmas Tree will be much higher in winter than in summer months)

3. Analyze SERPs: Look at the actual search results for your target keywords. The type of content ranking on the first page can give you clues about the dominant search intent. For example, the intent is likely transactional if you see mostly product pages.

4. Study your competitors: Examine what keywords your competitors rank for and what content they're producing. This can provide insights into user intent within your industry.

5. Use social media and forums: Platforms like Reddit, Quora, or industry-specific forums can be goldmines for understanding what questions your audience is asking and how they phrase their queries.

6. Conduct customer surveys: Direct feedback from your audience can provide valuable insights into their search behavior and their language when looking for solutions.

7. Analyze your website data: Use tools like Google Search Console to see what queries already bring users to your site. This can help you identify opportunities to address user intent better.

8. Categorize keywords by intent: As you gather keywords, categorize them based on the four main types of search intent: informational, navigational, commercial and transactional.

Interpreting the data: The real expertise lies in interpreting this information to grasp the intent behind the searches. Look beyond just the keywords themselves and consider:

• What problem is the user trying to solve?

• At what stage of the buyer's journey are they?

• What type of content would best satisfy their query?

Remember, effectively using user search intent keywords isn't about simply including them in your content. It's about crafting content that genuinely meets your audience's needs and expectations. This means:

• Creating content that directly addresses the user's query

• Providing comprehensive information that satisfies the intent behind the search

• Structuring your content in a way that's easy to consume and navigate

• Optimizing for readability and user experience, not just search engines

By focusing on meeting user needs rather than just incorporating keywords, you'll create more valuable, engaging content that ranks well and builds trust and authority with your audience.

Incorporating User Search Intent Into Your Content

Once you pinpoint your user search intent keywords, the next step is seamlessly integrating them into your content. Maintaining a flow while addressing your audience's requirements and inquiries is key.

Begin with headlines that incorporate your user search intent keyword while clearly conveying the value of your content. For instance, a headline like "5 Strategies for Managing Crises, in Tech Startups" caters to intent and targets an audience.

Addressing the user’s needs is your number one priority when creating content. If the user is looking for information, offer insights. For those seeking to make a purchase, include calls to action and link them to relevant product pages.

Remember to optimize descriptions, title tags, URLs and image alt texts with keywords that match user search intent. However, always prioritize readability and a positive user experience over keyword stuffing.

Remember that the aim is to produce high-quality content that ranks well and genuinely meets the user's needs. This strategy will enhance your SEO performance and PR effectiveness, increasing visibility and engagement.

Assessing User Search Intent Impact on PR

Measuring the effectiveness of user-intent keywords in PR activities is essential for leveraging their potential. Start using tools like Google Analytics and Google Search Console to monitor performance indicators (KPIs) associated with your user-intent-focused content.

Track search rankings for your keywords based on user search intent and analyze various website traffic sources to understand how these rankings impact organic visits, direct traffic, referrals and social media engagement.

Monitor organic traffic directed toward your optimized web pages. Pay attention to click-through rates (CTR) from search results, as they indicate how well your content aligns with users' needs. Also, look for features in SERPs where your content may appear, such as featured snippets or knowledge panels.

Featured Snippet

Knowledge Panel

Engagement measurements, like the time spent on a page and engagement rates, can indicate if your content meets users' needs. For public relations experts, keeping track of mentions, backlinks and social media shares can show how well your content connects with your desired audience.

Monitor conversion rates for any actions requested in your content, such as signing up for newsletters, downloading content or reaching out for media inquiries.

Regularly analyze this data to spot patterns and adjust your approach accordingly. It's important to remember that catering to user needs is an effort that requires fine-tuning based on performance feedback.

Enhancing Content with Advanced User Search Intent Strategies

Long-tail keywords that capture user search intentions can help you target niche audiences precisely. For example, your brand sells accounting software to consultants. You want to use the keyword “software.” While “software” has a large volume (60,500 searches per month), it is very vague and could result in many unqualified visitors. Conversely, the long-tail keyword “accounting software for consultants” only has 50 monthly visitors but would probably result in very qualified visitors.

Incorporating Latent Semantic Indexing (LSI) keywords alongside your primary user search intent keywords provides context. LSI keywords are terms and phrases related to the main keyword that help search engines understand the context of your content. For instance, in a page that targets the keyword "cinema," LSI keywords might include terms like "popcorn," "tickets," and "movie theater" because they all relate to the topic of cinema. By using LSI keywords, you can make your content more comprehensive and relevant, which can improve your SEO and help attract more visitors to your site.  

Given the increasing popularity of voice search, optimizing for natural language queries is vital. When considering how people might inquire about your brand's efforts, try including these phrases in your content. For example, if you're a PR firm specializing in crisis management, you might optimize for voice search queries like "Hey Siri, how can I handle a PR crisis for my tech startup?" or "Alexa, what should I do if my product gets recalled?" Incorporating these conversational phrases makes you more likely to appear in voice search results and attract potential clients seeking immediate PR assistance.

Addressing User Search Intent Challenges

While user search intent keywords are tools, they also present challenges. One common issue is the mismatch between user search intent and content, where what users seek doesn't align with the content provided. Regularly assess your content performance. Gather user feedback to tackle this challenge by adjusting your strategy

Balancing SEO optimization with delivering quality PR messages can be complex. Prioritize meeting your audience's needs by crafting stories that naturally integrate user-intent keywords rather than forcefully inserting them. In these scenarios, create content that caters to potential intents or use clear navigation to guide users to relevant information.

Remember that the primary objective is to serve your audience, not satisfy search engines.

Focusing on delivering value and meeting user needs can help you tackle these obstacles and craft impactful, user-focused content.

Embracing User Search Intent: The Evolution of PR and SEO

Recognizing and utilizing user search intent keywords is no longer a choice in the realms of PR and SEO—it's a necessity. Aligning your content with what your audience seeks can greatly boost your brand's visibility, engagement and overall effectiveness.

Keep in mind that the landscape of user search intent is always changing. Stay proactive by examining search trends, refining your keyword tactics and adapting your content to address evolving user requirements.

Enhance Your Brand with TrizCom PRs SEO Infused Content Approach

Ready to leverage the influence of user keywords to transform your PR efforts?

Partner with TrizCom PR, your trusted companion in the realm of SEO-optimized content generation. Our experienced team merges profound PR knowledge with SEO tactics to produce content that ranks high and deeply resonates with your intended audience. Don't allow your brand's message to fade into the landscape. Let’s talk.

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. 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.