PR agencies need to establish a common standard to measure
reputation, globally relevant training standards and even increase their
fees to enable them to recruit aggressively from competing consulting
firms, delegates at the ICO summit were told last week.
The international heads of the world’s top agencies shared the same
platform for the first time at the Summit’99 at Lucerne from 23-25
The internal challenges faced by global agencies emerged as the most
pressing concern, with lack of consistency and communication undermining
Calls to develop common training protocols were backed by Ketchum CEO
David Drobis, who said that ’the industry should now look at training
standards that can be applied across all qualifications’ akin to
WPP worldwide president Paul Taaffe added that while agencies faced a
whole new range of purchasers of PR outside of the traditional marketing
arena, there has been no innovation in the way that PR is marketed or
The challenge of the internet was also a dominant theme and ICO is now
looking at running a European conference in 2000 looking at the
challenges posed by technology.
A special ICO/PR Week publication of speakers notes is available from
the PRCA for pounds 60. Tel: 0171 233 6026.