Training, internet and reputation hit centre stage

PR agencies need to establish a common standard to measure reputation, globally relevant training standards and even increase their fees to enable them to recruit aggressively from competing consulting firms, delegates at the ICO summit were told last week.

PR agencies need to establish a common standard to measure

reputation, globally relevant training standards and even increase their

fees to enable them to recruit aggressively from competing consulting

firms, delegates at the ICO summit were told last week.



The international heads of the world’s top agencies shared the same

platform for the first time at the Summit’99 at Lucerne from 23-25

September.



The internal challenges faced by global agencies emerged as the most

pressing concern, with lack of consistency and communication undermining

PR effectiveness.



Calls to develop common training protocols were backed by Ketchum CEO

David Drobis, who said that ’the industry should now look at training

standards that can be applied across all qualifications’ akin to

MBAs.



WPP worldwide president Paul Taaffe added that while agencies faced a

whole new range of purchasers of PR outside of the traditional marketing

arena, there has been no innovation in the way that PR is marketed or

sold.



The challenge of the internet was also a dominant theme and ICO is now

looking at running a European conference in 2000 looking at the

challenges posed by technology.



A special ICO/PR Week publication of speakers notes is available from

the PRCA for pounds 60. Tel: 0171 233 6026.



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