ANALYSIS: Strategic planning - The industry booms as PR jobs shift focus. A new survey points to the increasingly 'strategic' nature of modern PR. But, John Frank asks, how does the industry find enough staff with these skills?

The mood was decidedly upbeat at the recent Public Relations World Congress 2000. How could it not be? With record attendance and representation from more than 60 countries, it's clear the business is booming like never before. And the biggest problem facing agencies today isn't finding business, it's finding enough qualified staff to handle the business coming in.