EDITORIAL: PR can weather the economic storm

At the age of 80, Harold Burson has seen it all before, and, as his

interview with PRWeek shows, he is predictably unfazed by the current

climate of global economic and political uncertainity.



Those with less steely backbones should take heart from Burson's belief

in the PR industry's ability to weather the current crisis. He has the

longevity of experience to take an objective view of the economic

cycle.



If there is any lesson to learn from Burson it is that the PR economy

will recover - it always does. The challenge is to balance the need for

lean and efficient management with the continued development of the

profession.



The industry has only just stopped bewailing the legacy of the last

recession in terms of lack of middle-management talent. Job cuts are

going to be unavoidable, but if the industry isn't going to lock itself

into a long-term trough of recruitment crisis, the emphasis must be on

cutting costs while minimising the long-term impact on the professional

resources of the industry.



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