From the editor

The backbone of the PR industry is its people. Whether they work for a corporation, agency, government, or nonprofit, PR pros are in a unique position to influence everyone, from their own institutions to the world we live in. They can change lives for the better by helping organizations listen to, and better respond to, the public's needs.

The backbone of the PR industry is its people. Whether they work for a corporation, agency, government, or nonprofit, PR pros are in a unique position to influence everyone, from their own institutions to the world we live in. They can change lives for the better by helping organizations listen to, and better respond to, the public's needs.

People like Ed Skyler, who began as Mayor Michael Bloomberg's press secretary and is now Deputy Mayor, and Beth Comstock, who joined GE as corporate communications VP and is now NBC Universal's president of digital media and market development, prove that a PR career can lead to some amazing opportunities.

PRWeek's second annual Career Guide offers something to every PR pro. In these pages, we survey PR's talent pool, profile some of the industry's most interesting personalities, and offer advice for everyone from fresh-faced interns to seasoned experts. Most of all, we celebrate a profession synonymous with innovation and intelligence.

Julia Hood, Editor-in-chief;
Gideon Fidelzeid, Senior editor

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