The Importance of Public Relations and Marketing During Economic Uncertainty

September 17, 2025

In a time of economic and political uncertainty, we seek out our tribes and take pleasure in simple acts of kindness and generosity. Partnerships and collabs are becoming more important than ever. How can we gain support for our businesses and events while serving others for a net gain, good vibes and the potential for new friendships? 

While traditional advertising and paid placements can be invaluable for building foot traffic, building a public relations and stakeholder engagement plan that encompasses community partners, the media and old-school guerilla marketing tactics will help you reach new and diverse audiences for your events and businesses.

Don’t Overlook These Strategic Marketing and PR Tactics

For Colorado’s downtown leaders, there are several practical steps to consider when crafting PR and marketing strategies during times of economic uncertainty:

  1. Prioritize storytelling over selling. Share stories of business owners adapting, partnerships forming, or historic buildings being revitalized or shared for mixed-use or pop-ups. People connect to people, so highlighting the faces behind the places can be very alluring as the curtains are pulled back to reveal diverse personalities.
  2. Leverage partnerships. Combine your revenue generating activities with other methods to involve community groups that are looking for public exposure like gardening clubs, artists or makerspaces, dance or martial arts groups, cultural and civic organizations, and outdoor enthusiast groups (walking, running, hiking, cycling, roller skating). Allowing these groups to hold demonstrations, fundraising host a table, or distribute a flyer can be a win/win.
  3. Use low-cost, high-impact channels. Social media campaigns, newsletters, and local media outreach provide affordable ways to stay visible. Engage members of the media and social influencers as your partners. Reach out personally and invite them to an event, offering a VIP tour to familiarize them with your event/promotion/district, the schedule or proposed layout of an upcoming event you are hosting, and the do-not-miss attractions or activities. Invite knowledgeable and diverse local residents and business owners to help share stories and ideas. Follow the reporters/social influencers/editors on social media to increase the chance that they may follow your socials and keep in touch
  4. Leverage Nostalgic Trends. Guerilla marketing methods include posters, handbills, postcard-sized event flyers, stickers, coasters and sidewalk chalk art. Plan ahead to partner with other events in surrounding areas to promote and support one another by placing these printed materials in high visibility locations.
  5. Show progress and transparency. Whether it’s streetscape improvements or grant opportunities, communicate consistently so stakeholders and partners see momentum rather than stagnation.
  6. Celebrate small wins. Even incremental progress matters. New signage, a successful farmers market weekend, or a new mural are all opportunities to generate positive attention. Micro markets, micro grants, and pocket parks are small-scale initiatives that can be more approachable and encourage more participation from diverse audiences and could lead to larger projects in the future.

Partnership, Connection and Renewal

Downtowns are the heartbeat of Colorado communities. During economic downturns, they face challenges—but they also offer opportunities for partnership, connection and renewal. Public relations and marketing are not luxuries in these times; they are necessities. By telling authentic stories, showcasing resilience and real personalities, and building community pride, our downtowns can weather economic storms and emerge stronger, more connected, and more vibrant than before.

 

About the author: Monica Kurtz is the founder of Fresh Lime Strategy, a marketing and communications firm helping organizations to optimize stakeholder engagement and enhance their brand presence and program effectiveness by leveraging AI tools. She can be reached at Monica at FreshLimeStrategy dot com.