The New York Observer recently interviewed a number of high-profile PR professionals at the PR Week Awards ceremony, and their comments are interesting. Recurring themes include the importance of honesty and transparency, not having to rely on "old media," and how public relations efforts can (and should) serve an organization. It was also intriguing to hear estimates on the future growth of the PR industry, which is very optimistic indeed:
According to Veronis Suhler Stevenson, a private
equity firm that analyzes media trends, the industry was estimated to
be worth $3.4 billion in 2004 and is expected to increase at an
impressive annual clip of up to 10 percent, reaching $5.2 billion by
2009. Other industry journals, like O’Dwyer’s PR Report, consider such estimates conservative.
Good for flacks, I suppose, but my interest was truly piqued by the talk about how profoundly the Internet has changed things. We’re living in a very different world, information-wise, than we were just a few years ago. That’s difficult for a relative newbie-to-the-profession like myself to grasp.
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