Industry's new year's optimism is particularly justified for 2011

Most people go into a new year full of optimism and confidence about the future, but I genuinely believe 2011 is going to be great for PR and communications and everyone who works in our industry.

Most people go into a new year full of optimism and confidence about the future, but I genuinely believe 2011 is going to be great for PR and communications and everyone who works in our industry.

We have said it many times before in PRWeek, and we make no apologies for that, but PR is enjoying a significance and profile that is unprecedented in its history. It is no longer the afterthought at the marketing services table - it is in the thick of strategic discussions and its reach is extending well beyond marketing into other parts of business and organizations.

While the economic woes of recent times are certainly not completely behind us, there is a new spirit of positivity among clients and agencies as they complete their plans for the year.

These positive thoughts are reflected in our Editors' Choice feature, which is presented a little differently this year. It's impossible to pick out all the companies, agencies, and individuals that are going to occupy the spotlight in the forthcoming 12 months, and many of them - by definition - are the same year after year. That said, we have highlighted a few to look out for, as well as providing a roundup of the themes that will define 2011.

Social media is clearly an area where PR is prospering, and our Newsmaker and cover subject this month, Twitter's first VP of communications Sean Garrett, epitomizes that, as does Foursquare's Dennis Crowley, who sat down for our CEO Q&A in this issue. Both these leaders cast some light on this key battleground.

Here's to the entire industry getting out there and making the most of the unique opportunities that will be available in 2011.

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