In an economic downturn, many firms cut public relations budgets. Is that wise? It depends. Review your strategy to make sure you are reaching your customers–and potential customers–while cutting extraneous activities. More isn’t necessarily better. Targeted public relations can yield more results than a shotgun approach. The bottom line–think strategy. Every effort must yield a return on investment. Know Your Brand Before undertaking a PR effort, know your organization and what it stands for. A brand is what your employees, customers, competitors and stakeholders feel and say about your product or services. A review of critical strategic checkpoints will confirm