Stakeholder communications still essential

Corporate communications with stakeholders have taken less of a hit during this recession than during previous economic downturns, reported the Annenberg Strategic Communications and Public Relations Center.

"The only plausible reason for this change is recognition that in our hyper-informational, increasingly transparent environment, organizations of all types need to communicate effectively or see their relationships with their key audiences wither away. This seems to be true even when — or perhaps especially when — times are tough” said SCPRC director Jerry Swerling in a news release.

“Engaging with your stakeholders in cost effective ways is no longer an optional practice; it’s essential," he added.

For the 200 companies surveyed, 7.4% reported 2009 budgets lower than in 2008. “Thus far in 2009, surveyed organizations have further reduced their spending by an average of 3.9% relative to their planned budgets for this fiscal year,” the release stated.

Budget cuts have hit agencies rather than internal staffs. “While the recession has certainly hurt, and there will undoubtedly be more pain in the future,” Swerling said that, “our survey respondents, who come from a wide swath of the economy, have experienced significant but not debilitating budget cuts and have been able to prevent, at least through today, widespread layoffs.

Read the Annenberg release and report here.