Turbulence is part of the business journey. And how you communicate with your partners, investors and customers, makes all the difference.

It may be tempting to hide under your desk. But in tough times, stakeholders want more information, not less. Even if your company's performance doesn't meet the standards of a year ago, those stakeholders want to know you have a plan. They want to know the company's leaders are right there at the helm navigating the storm.

So, this is not the time to abandon your PR program; but it may be time to refocus it. Maybe it's time to elevate your CEO by positioning him or her in the business press as an industry expert, by locking in important speaking opportunities and broadcast interviews, or by creating personalized e-mail bulletins that target your most important constituents. If you're a new company, just starting up, it's a good time to start creating a structure for your outbound communications by clarifying your corporate messages and putting a strategy in place for a robust PR program when the timing is right.

And, if you're willing to come out from behind your desk and engage your stakeholders, there's no better time for a solid return on your PR program, because there's less competition.

Think about it. Visit our Web pages, or call or e-mail us, to tell us what's on your mind. The Hoffman Agency has guided some of the world's most innovative tech companies since 1987, through booms and busts. We've learned some valuable lessons along the way and paved the way to some great relationships for our clients. We offer a spectrum of PR and high-impact services, so you can choose what you need most. But above all, we have some of the smartest PR professionals in the world - all over the world - working alongside our clients.

To get more information about our High Impact Programs or about enhancing your existing PR program, click on the program icons on the right side of your screen, or call or write John Radewagen, vice president of corporate communications, (408) 975-3005 or jradewagen@hoffman.com

For more on Hoffman Agency CEO Lou Hoffman's take on PR in a downturn, click here for Telling your Story in Tough Times.