With more businesses cutting budgets in 2009, PR has become one of the first to get slashed. A generally unwise decision, because the power of PR is long lasting, and can actually help carry business through a tough economy. To set your business aside from the competition, it’s important to invest in managing the process of getting your message consistently out to your audience via the press, social networks and other media strategically. When the economy bounces back, you will have set a standard so high that your competition will struggle to catch up on. PR has the flexibility to not only manage perception, and maintain long term branding momentum, but also has the power and patience to do it at a cost-effective pace.