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The Importance of Allocating Resources to PR in 2023



Updated: Feb 18

Now that 2023 is upon us, many companies are setting up their budgets and preparing for the year from a financial standpoint. While it is crucial to ensure that your company allocates adequate resources to business operations such as accounting, HR, sales, etc., one area that should be considered is PR.

The Growing Need for Outstanding PR

The simple fact is that changes in consumer/customer buying behavior have made it more critical than ever to have great PR. Here are three statistics you should be aware of regarding the modern consumer that illustrates PR’s vital importance.

  • 67% of consumers say that their online purchasing has increased since the start of the pandemic.
  • 51% of smartphone users had purchased from a company other than the one they originally intended to because of the information provided when they needed it.
  • 88% of consumers say that authenticity is important when deciding which brands they like and support.

Modern consumers spend much time online searching for information about a company and its products before they make purchasing decisions. They are looking for answers to guide their purchasing activity, and they are also looking for authentic, trustworthy, and reputable brands with an online presence.

Staying Ahead of the Competition

Your company needs to have excellent PR to stay ahead of the competition. Having great PR means that when consumers turn to the internet to look up your company, your products, or your niche, they will find compelling information about your brand that helps them to feel more comfortable and enthusiastic about buying from you.

Everything from press releases to social media posts to blogs can help to improve your company’s online reputation and brand authority. Having higher levels of brand authority means that customers will be more likely to trust and support your brand long-term and remain loyal to you as opposed to your competitors. 70% of consumers will buy more from brands they trust and abandon those they don’t.

The Bottom Line

Some companies need to pay more attention to PR in their start-of-the-year budgeting activities. But paying attention to PR in your budgeting is a significant mistake. The world has changed, and customers are more digitally-focused than ever before.

Because customers are increasingly digitally-oriented, your brand must have an outstanding online presence at all times and across various channels. The only way to ensure this happens is by providing you devote enough resources to PR.

Johnny Vigil


Digital Strategy

Calling himself a “marketing magician” isn’t just an act for Johnny Vigil. He’s a digital marketing powerhouse, armed with the unique spells of social media mastery, SEO sorcery, and mobile marketing wizardry. But unlike your average spellcaster, Johnny’s true passion lies in helping small businesses conquer the digital realm. He’s not just another consultant pushing cookie-cutter solutions. Johnny approaches each client with a keen eye and a dash of innovation, crafting personalized strategies that are as interesting as they are effective. Whether you need to charm your audience on social media, cast a powerful SEO spell, or conjure up magical mobile marketing conversions, Johnny’s your guy.




Corporate Strategy

Marcía Schuffman is a strategic planning pro with extensive knowledge in creating and implementing come-to-market strategies. Her strengths include but are not limited to: company packaging for investor review, situational problem-solving, onboard strategy of new hires & customers; viability testing; customer expectation management, engagement & relationship processes, and much more. Her favorite industries to work alongside are Agtech, Medtech, Defense, and veteran-owned and operated startups.





Eric is a Partner and an accomplished professional with a diverse background in public relations, public speaking, and business management. He has a knack for rebuilding businesses in need and has developed a reputation at Kronus Communications for his ability to revitalize strong or struggling organizations and help them reach new levels of success.

With a passion for helping others, Eric has dedicated his time at Kronus Communications to helping clients navigate complex challenges and achieve their goals through effective communication and PR strategies.

Eric’s journey began with work as an account executive at TD Ameritrade, where he carefully observed successful (and unsuccessful) business practices. He utilized that experience, combined with his training at Salt Lake Community College, to hone his skills in communication, crisis management, and strategic planning.  Eric then expanded his expertise into public relations, where he now focuses his energy on rebuilding struggling businesses, using his unique combination of skills in public relations, public speaking, and business management to help companies overcome challenges and achieve their goals.

Through his leadership, and in partnership with his colleagues at Kronus Communications, Eric has helped numerous businesses craft compelling brand stories, embrace new technologies, and transform their operations.

Michael Walker




Michael is a B2B growth architect, AI visionary, and revolution builder. He ditches mediocrity, and empowers brands (B2B, tech, SaaS, enterprise) to rewrite narratives, harnessing the future today. Over a decade of Silicon Valley to Wall Street growth, he crafts exit-ready transformations and propels household names. His weapon? Demystifying complexity, fueling teams with actionable steps, mastery in strategy, automation, and paid media. Let him recalibrate your growth.





Micaela is a Partner and the ultimate public relations expert for Kronus Communications. Her innovative approach to PR sets her apart and is the reason that she is perfect for this role. Micaela’s not afraid to take risks, challenge the status quo, and reimagine the boundaries of traditional PR strategies. Her ability to think outside of the box and create unique and memorable campaigns has garnered attention from top-tier executives and industry leaders alike.

But don’t let her edgy approach fool you, Micaela is also a consummate professional. She understands the importance of building strong relationships with clients and has an unwavering dedication to her craft. Her ability to listen and collaborate with clients ensures that their brand messaging is authentic and resonates with their target audience. She has experience in fields like venture capital, medical technology, agriculture, and artificial intelligence. Micaela graduated from Florida International University with a BA in Psychology.

Above all, Micaela is an inspiration to those around her, and has inspired Kronus Communications to new heights by exploring and even developing emerging PR trends. She continues to redefine the definition of success in the communications and PR world.

Adrienne Uthe




Adrienne is the bold and visionary founder and Principal of Kronus Communications, a game-changing communications company that’s shaking up the industry. In this role, she is an accomplished entrepreneur, catalyst partner, and expert in high-performing marketing and communication strategies, delivering services to ultra-high-net-worth individuals and C-level executives.

Adrienne has always been a trailblazer, unafraid to take risks and push boundaries. With a deep passion for technology and an unyielding commitment to excellence, she founded Kronus Communications to disrupt the status quo and redefine what’s possible in the world of brand awareness, market perceptions and advanced communication strategies in an increasingly interconnected world.

But Adrienne’s journey to the top hasn’t been easy. As a woman in a male-dominated industry, she has faced her fair share of obstacles and adversity. But Adrienne’s never let that stop her. Instead, she’s used those challenges as fuel to drive her forward, constantly pushing herself and her team to new heights of excellence.

And Adrienne’s impact extends far beyond her work at Kronus Communications. As a thought leader and influencer, she is also the founder and CEO of two B2C e-commerce companies, where her unique insight into her clients’ needs and challenges and her entrepreneurial spirit help build successful businesses from the ground up.

With an MA in Health Education and unparalleled expertise, Adrienne continues to be sought by start-ups, world-changing companies, and think tanks throughout North America.