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.