At the very least, let's hope this year leaves behind those agencies described in your article as 'piling into public sector work' and 'chasing temporarily safe budgets'. Not an entirely savoury image of the PR industry. Alternatively, let's hope this year sees a focus on efficient campaigns with defined goals reaching the right audiences, creating results and justifying expenditure.
As pressure on public services rises, there will undoubtedly be a demand for informing the general public and targeting audiences clearly, efficiently and, yes, within tight budgets. It's easy to make a splash when you have lots of money to spend; doing so when belts have been tightened will reveal the most creative of agencies. When spending public money, surely it shouldn't be any other way, whether times are good or bad?
Stacey Jackson, creative director, Solcroft