As tough economic times force companies to adjust their budgets, eliminating public relations always comes up, but is detrimental to a company’s economic recovery efforts. Credit unions recognize slower markets as times to become more prominent. Reassuring members of continued optimal service builds more trust than silence. As the media seek encouraging stories in down times, expanding community outreach activities can generate positive coverage. Cuts in publicity play squarely into competitors’ hands, while hindering the ability to eventually win back lost market share.