Yes, our profession thrives on creativity, and yes, clients value the knowledge that their PROs have about their business, based on their long-term relationships.
However, the key is the industry's ability to attract and develop the right calibre of practitioner, who has the dedication and hunger to succeed in a competitive and hard-working environment, and who is keen to get to grips with their clients' businesses and embrace new ideas.
The attraction of the PR industry has never been greater, with graduates from all disciplines wanting their share of the bright lights and glamour that some parts of the sector can undoubtedly deliver.
The profession is more susceptible than others to those who think they can 'do' it - but the reality of the matter is sadly not the case.
That, Ian, is why recruitment can be hard.
Sharon Arnesen, account director, Broadgate.