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Small business, lack of credit, cuts in communication

On the one hand that the PR people from many parts (one for all Gialunca Comin ) observed that small businesses do not communicate enough.

other entrepreneurs complain that banks are no longer willing to extend credit with the ease with which they did in the past (see comments to post Gianluca Comin). The

reasoning is as follows: there is a crisis that forces you to cut off funds, banks do not credit, you have to save money, ergo: there is no money to spend on communication.

The syllogism (I will pass the word) would seem to spin. But it is a false syllogism. Where you say you should save only or mainly on investments in communication?

When should tighten the purse strings are beginning to eliminate unnecessary things: cut down on communication means that it is considered an accessory, something you do when you have money to spend (maybe "the money to burn").

The problem here is not lack of funds. If communication is not important the money will not ever, even when revenues are substantial. There will always be some other more urgent expenditure and this expenditure is not always an investment, such as communication (well done) is.

The communication must become a priority. This before they find the money. Because communication is to be conceived, even before realized, and think strategically, so that it is a profitable investment. The communication made to the least worst is quick to create costs that will not fall, we think expensive catalogs of products for which no suitable sales volumes.

In these times of crisis, many entrepreneurs are already preparing action strategies for the future. What are strategies for survival, maintenance, growth (there are also growing companies even if they do most other news), restructuring, communication - primarily public relations - can (should) become part of these reflections.

In a comment to my post (do not look for it on the blog, sent me an e-mail for registration problems) Toni Muzi Falconi, inter alia, stressed the importance of networking:

If we consider as small businessman who 'does not aspire to be great', having decided to be part of a larger production cycle in a niche role, including skills and abilities that are indispensable, is to be able to effectively govern relations with its public enterprise: customers, suppliers, employees, contractors, institutions and local media and category (on and off line), associations, local community etc. ...

seems to me that we can start from here. In times of crisis may be the only thing you do. But it remains a starting point on which to build the rest.