On December 4, 1929, a West Virginia fiddler named Blind Alfred Reed recorded his most famous song, How Can a Poor Man Stand Such Times and Live? With lyrics lamenting the cost of food, clothing, doctors, schools and taxes, the song seems especially appropriate today.

Watching Congress bicker over exactly what measures would most stimulate the economy, while hundreds of thousands of American workers lost their jobs, brought something clearly into focus. Even a blind man can see that fiddling while Rome is burning is just bad PR.

The difference between Blind Alfred Reed's time and today is that now, no one seems to be too worried about the poor man. We seem more concerned with large financial institutions than with the people who are losing their homes because of the bad business decisions those companies made. Congress seems fine with extending bailouts and tax breaks to big business, but it apparently will take more than an act of Congress to extend health care, food stamps and unemployment insurance to the poor. It might just require an act of God.

Without getting too preachy (Reed's song railed at preachers too), this seems like a lost PR opportunity for elected officials and our business leaders. Paying more attention to the health and safety of their constituents, stakeholders, and employees could help them sustain the kind of reputation that can withstand any crisis, now or in the future. It could help them create the kind of brand loyalty that can withstand any storm.

With more than 3.6 million U.S. jobs lost in the past year, smart politicians and savvy business leaders would be wise to consider how addressing the needs of the newly unemployed (and those who are scared to death the axe will fall on them) in a compassionate, respectful and urgent way would pay public relations dividends for years to come. Someone who needs help will remember the ones who helped them and grow to resent the ones who did not.

Now is the time for us to pull together in the common task of helping our economic recovery. PR pros can lay a major role in this effort by explaining why that mission is so important and communicating hope to those who see only despair.

The bang we get from that buck will be well worth the investment.