PR predictions for 2003

Peter Gardiner, partner & chief media officer, Deutsch Inc.

Peter Gardiner, partner & chief media officer, Deutsch Inc.

What will be the greatest challenge for the PR industry in 2003? Shrinking PR budgets and quantifying results in an overall down economy. Will PR increase its relevance to the C-suite in 2003? PR's relevance to the C suite will only continue to grow as corporate governance continues to be such a focus of business reporting and investigation; as CEOs need to rebuild their images What will be the big media trend of 2003? Showing return on investment. Traditional metrics like cost efficiency will be challenged as marketers demand to know what return they are getting on marketing investments. The pressure on results always increases in a tough economy and that pressure will be even greater on media investments. "Transparency" was the defining business term of 2002. What will be the defining term for 2003? Honesty. There is a tremendous distrust of big, public companies and their executives who have become wealthy, many believe, at the expense of shareholders. The need for transparency will continue but it will upgraded to judgments being made against corporations and executives based on their openness and honesty. 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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