Nine issues to watch in 2009

There will doubtless be at least 2009 PR challenges to keep our profession busy through the new year and practitioners should raise their glass to the prosperity each and every challenge may bring to us.

Ian Monk
Ian Monk

Nine, however, do seem more challenging than the others:

Promoting the benefits of Gordon Brown’s personal mission to push us all further into debt when many are not sure where the next pound is coming from and what it may be worth.

Persuading voters to give the Conservative Party the keys to Number 10 when so many of them give the appearance of only wanting the jobs part-time.

Driving sales of PepsiCo drinks while the company partners the Government’s self-proclaimed ‘mission to create a lifestyle revolution based on anti-obesity’.

Managing the reputation of any financier/property developer/estate who receives or has ever received any sort of a bonus, share windfall or generally enjoys a financial status higher than bankruptcy.

Building an edgy or alternative profile for any young entertainer who appears on the BBC at any time or on any channel. In the wake of the Ross saga, certain newspapers employ reporters to count the swear words and double entendres.

Influencing world opinion to view Israel’s US-backed tank commandos as the Davids and the huddled Palestinian masses as Goliaths in the battles now raging in Gaza.

Creating the perception of ‘waity Katie’ Middleton as a hard-working young career woman to whom any proposal from the heir to the throne might come as a bolt out of the blue.

Building an image of thrift among those charged with ‘delivering’ the London Olympics. Honours for our 2008 Olympians cost nothing – building their home for 2012 will.

Persuading an increasingly desperate consumer audience that it has a chance of winning the National Lottery jackpot. Fourteen million to one looks a long shot of intergalactic dimensions in a recession.

Good luck and Happy New Year to all.


Ian Monk is founder of Ian Monk Associates and a former executive at the Daily Mail and The Sun

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