A decade of change: Career Guide 2014

PRWeek asked 13 industry leaders to recall 2004, then focus on 2014, and offer their immediate thoughts on how they would differentiate the two years in terms of a PR pro's most coveted abilities.

1. Karen Bloom, principal, Bloom, Gross & Associates
2004: Tactician
2014: Strategic partner

2. Kathy Cripps, president, Council of PR Firms
2004: Digital know-how
2014: Digital know-how multiplied to the point where you can consistently beat the competition

3. Ray Day, group VP of communications, Ford
2004: Skilled storyteller
2014: Skilled storyteller

4. Mike Fernandez, corporate VP, corporate affairs, Cargill
2004: Trust builder
2014: Collaborator

5. Paul Gennaro, SVP and CCO, AECOM
2004: Expert on communications
2014: Expert on communications, plus business leader and trusted adviser

6. Bill Heyman, president, Heyman Associates
2004: Specialization
2014: Broad perspective

7. Donna Imperato, CEO, Cohn & Wolfe
2004: Strong media relations and writing skills
2014: Strong communicator and influencer across all media channels

8. Maril McDonald, CEO, Gagen MacDonald
2004: Strong individual contributors
2014: Strong leaders and developers of a broad range of talent

9. Andy Polansky, CEO, Weber Shandwick
2004: Strong communicator
2014: Digital literacy

10. Dave Senay, CEO, FleishmanHillard
2004: Driven by a social narrative
2014: Inspired by insights from analytics

11. Gary Sheffer, VP of corporate comms and public affairs, GE; chairman, Arthur Page Society
2004: Spokesperson
2014: Storyteller

12. Barby Siegel, CEO, Zeno Group
2004: Good PR practitioner
2014: Trusted business adviser

13. Karen van Bergen, global CEO, Porter Novelli
2004: Ex-journalists with great media relations
2014: Business strategists

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