PR predictions for 2003

Ofield Dukes, president, Ofield Dukes & Associates

Ofield Dukes, president, Ofield Dukes & Associates

What will be the greatest challenge for the PR industry in 2003? I think there will be multiple challenges for the PR industry in 2003. Today, I received a call from one of this country's largest specialty apparel retail outlets about engaging a multicultural communications firm. With the combined purchasing power of African Americans, Hispanics, and Asian Americans at about $1.3 trillion, the challenge is for PR agencies/firms to gain a competitive edge in reaching a very diverse American marketplace. In our present economy, Fortune 500 companies have made diversity a business imperative. And President George W. Bush has made diversity in home ownership, which has been one of the strengths in our sagging economy, a top priority of this administration. In accordance with this business climate, the PRSA has made diversity one of its top three program priorities for 2003. The great challenge is how PR firms can use their creative ingenuity to adjust, take the initiative in doing the right business thing for the right reason. This includes recruiting multicultural staff to enhance their business opportunities. There is an even greater diversity challenge for the American PR industry in the highly diverse, multicultural global marketplace. This is no longer a social issue but a business imperative. Another challenge for the American PR industry that is being aggressively tackled on the international PR scene by the Global Alliance for Public Relations and Communications Management is ethics, preserving high standards of integrity, honesty and truth our daily practices. As Chairman of PRSA's Diversity Task Force, it is our goal to assist the industry in facing up to the diversity challenge. 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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