Letter - Specialist teams can ensure fair payment

Your article 'Agency 2020' (Analysis, 21 April) was an interesting look into the future of the PR industry. It showed that we must learn lessons from the advertising world to ensure we are paid fairly for every service we provide to our clients, including our bright ideas.

Restructuring teams into account handling, media and creative elements could highlight the different skills that PR campaigns require and help us to charge clients accordingly for each service provided.

Specialist roles will also bring new talent into the industry and allow new recruits to develop faster and contribute more, once current expectations - that everyone must excel at all PR disciplines - are put aside.

Jo White, account manager, CCD Healthcare PR.

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