Managing businesses in recession, especially service businesses, is not as easy as it looks. Let's consider for a moment trying to manage an advertising firm that specializes in promotion, public relations, and marketing for its clients.
During a recession every client wants results, and no client wants to pay for them. Worse, even if you give them the services they may not pay you for them, as they began complaining about the results even though you've already made the deal with them.
In fact, you sign the contract and now they want to renege on the payment. But it gets worse, as the last thing you want to do is to lose a client during a recession, if you lose enough clients, your income stops and you are out of business.
If you complain to your clients that they must pay you or you will go at a business they say things like; "I thought you were a great advertising and PR firm, and you guys were whizzes at marketing? If so how come you are not making any money? If you can market yourself why should we let you work for our company and market our great Products and services? " Of course, the answer is every company has to be paid for their services or they can not stay in business, but it is this attitude with the clients that makes things twice harder to work with them.
Another big problem is that often the marketing and public relations efforts or projects fail to produce the desired results, not because the advertising firm did anything wrong, but because the client intervened and expected and twisted out in their own ideas and concepts that had to be Incorporated into the campaign, even when the advertising firm knew such tactics to be contrary to what it takes to win in the marketplace, but went along with them anyways because he did not want to upset the client.
Telling a client "No" can be one of the worst things you can do during a recession if you are an advertising firm. Please consider all this.