Even if you do not agree with all the means, the Government's aspirations should be applauded by the PR industry. Creativity should be at the heart of everything that we do, but all too often it is lacking - especially in media relations.
There is no use blaming complicit journalists prepared to print yet another opinion survey; the net result of cliched methodologies is audience over-familiarity, which ultimately can only spell trouble for the industry as a whole.
In the fight for marketing spend, particularly faced with a potential global downturn, we need to learn from our sister industries how best to nurture and encourage creative talent.
That way the next time the Government writes a paper on the 'creative economy', the PR industry might deserve a mention too.
Paul French, consultant, Fishburn Hedges.