It is ironic that speakers at one of the first conferences to seriously examine the relationship between advertising and PR - including luminaries such as HHC L chairman Rupert Howell and Ogilvy UK group chairman Paul Simons - proved to be such eloquent advocates of PR. The message that came over loud and clear from the ad industry was that given the intellectual leadership, PR has the potential to become the lead communication discipline.
But before this can happen, there is going to have to be a fundamental shift, not only in the way that the PR industry views itself, but also in the way company CEOs divide up their communications and marketing departments and budgets. While marketing directors continue to spar with corporate comms directors over budgets, the ultimate potential for PR will remain untapped.
Once again it is up to the industry to undertake its own PR, and to inspire the kind of confidence that will encourage clients to create a single unified communications budget, over which they might just eventually find they have ultimate control.