During the crisis years, PR-specialists and agencies were in the same difficult situation, in one “crisis boat”.

During the crisis years, PR-specialists and agencies were in the same difficult situation, in one “crisis boat”. Moreover, the number of specialists has decreased in both - PR departments in Companies and PR-agencies, the President of the Ukrainian PR-Alliance (UPRA), and the CEO of Publicity Creating Valeriy Kureiko said.
In this regard, there has been the process of rapprochement and mutual understanding between agencies and clients: agencies have become more flexible and creative, while customers – clarify their aims more clearly, and appreciate the professional work.

"Companies have increased the number of target, contact forms of promotion, address to internal audiences. For example, the number of events during 2009 increased into 2 times. But the number of events for media either declined or remained at the same level, " Valeriy Kureiko said.

Thus, PR-specialists now pay much more attention to audiences, which influence on market position and marketing results is great (partners, employees, investors, etc). This policy helps to remain positions in industry and segment.

"We can state that the proportion of PR in marketing budgets (an average of 10-20%) during the crisis constantly increases, while during post-crisis period PR-budgets will boost," - said the analyst.

A lot of industries will be affected by low demand. Due to reorganization of the market, competition between companies will be increased. Experts recommend to calculate the period of the crisis in industry and segment, and to start preparation of the company for 4-6 months before end of the crisis.