Letter - Remember why you first took a PR job

Your feature 'Why people move in-house' (22 September) was interesting for someone who spent six years agency-side before moving in-house to eBay. After nearly two years I found that some of the key reasons I got into PR in the first place were no longer applicable, and decided to return to consultancy life.

Regardless of your level in an agency, you always provide creative and strategic input to client campaigns. In-house, you're one step away from this creative process and can become increasingly distanced the further up you rise.

Sure, management, budgeting and internal reporting skills get more of a workout, but unless you work with agencies that can't think their way out of a paper bag, you lose out on an important part of what makes PR so exciting.

One reason I returned to agency life was the opportunity to marry client-side experience (understanding the reasons and motivations behind client decisions, appreciating their pressures) with the chance to think creatively again.

For many people, the perceived attractions of working in-house may be enough to move to the 'other side', but don't forget why you got into the business in the first place.

Charlie Coney, group account director, Launch Group.

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