Many b-to-b marketers are turning to PR as their budgets are slashed and they struggle to maintain a marketing presence in their industries, according to a recent article in B2B. The article points out that in a recession, it's more important than ever to have your story told by credible third-party media.

The article cited as an example software company EthicsPoint. The company is boosting its PR efforts despite the economic climate. The company plans to cut some traditional advertising expenditures while boosting investment in PR. The key is establishing dialogue with the customer, as opposed to traditional one-sided advertising campaigns.

The particular nature of the current recession may make PR efforts even more effective, according to the article. It stated that, with reduced reporting staffs, print publications are looking for help generating content and may be more willing to turn to PR professionals than in the past.

Many executives view PR as a marketing technique that delivers strong return on investment. For example, a Procter & Gamble Co. study showed that overall PR delivered a 275% ROI on a series of campaigns for six of its brands.

With greater access to media and information than ever before, most consumers will research a purchase before making it. The use of the Internet to determine who they want to do business with makes a strong media presence more important than ever. In the current environment of distrust and skepticism regarding business practices, PR can help present a company in a more positive light.

People want to do business with companies they trust. That trust is derived from anecdotal evidence from friends and colleagues as well as media reports they either obtained through searching or happened to see or hear in the course of everyday activities.