According to a recent CNN poll, nearly three quarters of Americans believe that we have entered a recession. With unemployment on the rise, a declining housing market, the credit crunch and high fuel prices, it's easy for businesspeople to become discouraged and begin pulling back on their marketing. That's where PR comes in.

While it may seem counter-intuitive, now is exactly the right time to begin focusing on communications and adding to your PR budget. It is an excellent opportunity to stand out from the crowd, with many businesses scaling back and keeping quiet.

In times like this, companies that shine get added exposure in the media. If you have something to boast about, you can get the ear of an editor or journalist more readily as they are looking for "good news" on the business front. A good quarter, plant expansion, new hires and other announcements that buck the trend will get attention.

In addition to traditional media, consider using or expanding your new media outreach. Has your company started a blog yet? Do you send out a regular newsletter? With today's technology, these should be corporate communication mainstays. Have you taken advantage of some of the social networking sites that exist?

PR is one of the most effective channels for businesses that need to tell their story. When cutting back on the general budget to make it through leaner times, make sure that your corporate communications aren't a victim of the red pen - in fact you should allocate more of the budget to this effective tool. The payoff can be greater market share today - and better positioning when the economy inevitably turns around.