PR predictions for 2003

Harlan Teller, chief client officer and president, worldwide corporate practice, Hill & Knowlton

Harlan Teller, chief client officer and president, worldwide corporate practice, Hill & Knowlton

What will be the greatest challenge for the PR industry in 2003? Ensuring that now that we have a greater opening than ever before to taking the proverbial "seat at the table" in raising reputation management issues in the context of business strategy development, decision making and behavior, we take full advantage of this opportunity and not cede this counseling role to other corporate staff functions, most notably the legal department. Will PR increase its relevance to the C-suite in 2003? Given the demonstrated importance of reputation management and intangible asset value to the success of corporations, I think it is clear that these disciplines are gaining increasing visibility in the C-Suite and will inevitably lead to greater prominence for chief communications officers who are up to the challenge. What will be the big media trend of 2003? Spending a disproportionate amount of time on "one year later" stories. "Transparency" was the defining business term of 2002. What will be the defining term for 2003? Accountability. Our own CEO survey indicates that, CEOs are gaining a much greater understanding of corporate communications as a management discipline. Because of this they are now looking for the same kind of accountability they expect from other staff functions that have had historically enjoyed greater perceived importance. This makes it incumbent upon chief communications officers to establish metrics for evaluating the success of their reputation management efforts, and sticking to these metrics as a means of demonstrating value and justifying their ability to maintain staff and budget integrity. Click on any of the names below to see their 2003 PR predictions: Reed Byrum, president and CEO, PRSA Steve Cody, managing partner, PepperCom Andy Cunningham, CEO, Citigate Cunningham Ofield Dukes, president, Ofield Dukes & Associates Peter Gardiner, partner & chief media officer, Deutsch Inc. Harvey Greisman, VP of communications, IBM Global Services Fred Haberman, president, Haberman & Associates Andy Lark, VP, global communications & marketing, Sun Microsystems Bill Margaritis, VP of worldwide corporate communications, FedEx Helen Ostrowski, CEO, Porter Novelli Doug Pinkham, president, Public Affairs Council Harlan Teller, chief client officer and president, worldwide corporate practice, Hill & Knowlton Mark Weiner, CEO, Delahaye Medialink

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