In tough economic times, as the one we are currently going through, we all know it's important to cut corners and switch into survival mode until things look better. But, just because you are slimming down costs right now, this doesn't guarantee you save time and money in the long run.

For example, if you had been wise enough to invest in a well-placed strategic Public Relations plan, and things were going well as far as exposure and getting your name out there, why would you even think of stopping that momentum? Yes, I know you are hurting; your catering sales are down, renovation projects have to be put off and lower occupancy is a bleak picture you are looking at every month.

It is only normal to react by cutting budgets left and right, trimming down your staff and other overhead costs just so your property can absorb the economic hit. But, thinking of another approach that could help you both in the short and long term can pay back dividends: Stop reacting and be proactive. Think out of the box.

If you seriously can afford not to, don't cut out Public Relations from your budget. PR is the only liaison between ...