The recession has changed the way consumers look at the world, and companies will need to communicate effectively as recovery begins, according to a PRWeek article. As consumers focus on value and begin to research and investigate every buying decision, the companies that best communicate their story and value proposition have the best opportunity for growth.

According to the article, consumers are stepping back and looking at their priorities. Gone are the days of conspicuous consumption - now it's cool to be economical and environmentally conscious. The businesses that can develop relationships with new customers while building on the rapport with their existing customers will be best positioned for future growth.

One example cited in the article is McDonald's new push on the coffee front. While the company spent quite a bit on advertising, it concentrated its momentum-building through regional outreach and word of mouth. These relationship-building communications tactics effectively solidified its position within communities and increased customer loyalty.

An obvious conclusion is that, since consumers are spending more time listening, companies should be spending more of their resources on effective communications that will resonate with their intended audience.