Every day is Groundhog Day for public relations and marketing firms, particularly during the current slow financial recovery.  By this, I am not paying tribute to the great Bill Murray film, as much as I am referring to legend of Punxsutawney Phil.

According to Pennsylvania folklore, Phil the groundhog pokes his head out of his burrow in Punxsutawney every year on February 2.  If he sees his shadow in the sunlight, he retreats back into his hole in fear, signifying six more weeks of winter.  On the other hand, if he does not see his shadow, he leaves his burrow, indicating an early spring.

Current signals of economic improvement are driving many businesses to review their public relations and marketing campaigns to attract new customers.  They want to benefit from increased spending ahead, improve their own financial conditions and get a jump on competitors.  So they seek proposals from PR and marketing professionals to create campaigns that promote their companies.

However, like Punxsutawney Phil, too many of these businesses rush back in fear without initiating any new promotional initiatives because they perceive this retreat as the safe move. They reason that this may not be the right time to spend and rationalize that they can always do something later.

Those too timid to promote their own businesses will discover that their competitors have gotten ahead of them and have seized market share through more aggressive tactics.  Branding, reputation and image are qualities that cannot be turned on and off.  They must be dealt with systematically and aggressively, if you hope to reap their benefits. Informed companies in nearly every industry already are asserting their presence through public relations and marketing campaigns, knowing that today’s investment will pay for itself in the long-term.

And those that hesitate will suffer their own form of prolonged winter.  So come on out and overcome your hesitation because spring is nearly over.

By: David Stiefel