Opinion: From our Readers - ... PR can demonstrate value for money

The PR industry will, of course, feel the squeeze of public spending cuts.

We expect COI briefs to focus on priority issues as outlined by the coalition Government and on the client side, a continued emphasis on justifying return on investment.

On a more positive note, growth of digital engagement programmes and a focus on hard to reach (by advertising) audiences means that PR is in a good position to demonstrate value for money and, ultimately, show behaviour change, which is what a lot of our public sector work is about.

Rakhee Vithlani, head of social campaigns, Weber Shandwick

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