Communicating Optimism

5 smart steps to prepare for the recovery, now

These days, marketing may seem like the most difficult job in the world. Budgets are tight. Upper management is cautious. Employees are wary. Shareholders are skeptical. Everyone is on guard. But like all negative economic cycles, this one is sure to end. Since the end of World War II in 1945, the U.S. has experienced no less than 11 recessions, lasting an average of 10 months per episode. So what we're experiencing now is nothing really new.

Many experts, including Fed Chairman Ben Bernanke, expect a slow turnaround to begin later this year. In the meantime, it's important to remain upbeat and communicate realistic optimism to your stakeholders.

Here are five smart steps to help you get ready for the recovery ahead — and help you endure in the meantime.

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