June 19, 2001

The Method Of Overcoming Economic Downturn Is Aggressive Marketing

“The worse the economic environment is, the more important corporate PR is,” said Lou Hoffman, president of The Hoffman Agency, a multinational PR firm. “We need to consider PR not just as an activity to let people know the company, but as a strategic method of marketing. When the business is in a slump, aggressive marketing strategies could be a big help.” He said return on marketing investment could be higher when the economy is in the doldrums. The only way to overcome current difficulties, he said, is to focus on marketing strategy.

“Needless to say, the economic downturn is a crisis for companies,” said Hoffman. “But, you cannot overcome current crisis only through a belt-tightening policy. You need to change your surrounding environment by collecting all available elements.”

Hoffman is one of the leading multinational PR agencies, with a 15-year history. It launched its office in Korea last September and is operating offices in Colorado; New York; Washington, D.C.; as well as in China; Japan; Hong Kong; and Singapore. Headquartered in San Jose, Calif., The Hoffman Agency is gaining a high reputation as a PR agency specialized in high-tech businesses, including information technology.

“The biggest advantage of Hoffman is that it can provide globalized PR services,” said Hoffman. “As the business world is borderless, the portion of marketing for the overseas market is increasing. Hoffman can let people know companies effectively through global channels.”

In opening new business opportunities in the overseas market, Hoffman said companies should decide priorities for each market and have specific PR goals. Companies need to take full advantage of all PR means. The Hoffman Agency could be a good partner for local companies entering the overseas market.

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