PR predictions for 2003

Steve Cody, managing partner, PepperCom

Steve Cody, managing partner, PepperCom

What will be the greatest challenge for the PR industry in 2003? To find ways to reinvent our service offerings. We need to move beyond providing a pure commodity (i.e. media relations) to begin doing a better job of uncovering and selling against our clients' pain points. By doing so, we'll identify needs in such non-traditional areas as sales and business continuity. Will PR increase its relevance to the C-suite in 2003? Only if we take the time to listen to our clients' pain points and develop new ways in which to serve them from a more strategic, business-focused standpoint. The best way to become relevant to the C-suite is to ask business-specific questions and move away from the "media by the pound" mentality that so many agencies still embrace. What will be the big media trend of 2003? More Enron, Andersen type revelations, the 2004 presidential election and global terrorism/conflicts (i.e. Iraq, North Korea, etc.) "Transparency" was the defining business term of 2002. What will be the defining term for 2003? Heightened awareness of, and involvement with, corporate social responsibility programs. 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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