Opinion: From Our Readers - Don't dabble in things you don't understand

What stands out from PRWeek's Big Idea experiment (Features, 25 September) is how jostling for position among different disciplines is unhelpful and is trumped by understanding the client's core objectives.

We have to be confident that PR can hold its own and provide the best advice based on the requirements of the brief, while being smart enough to stand back when the job to be done lends itself to a different discipline.

Dabbling in a new discipline does neither the agency nor client any favours.

- Jon Clements, business to business partner, Staniforth, Manchester (from PRWeek.com)

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