COMMENT: Editorial; A year of taking PR seriously

The PR industry ends 1996 in much the same cautiously optimistic mood in which it started. In most sectors, expectations of growth were easily exceeded, and the only problem lay in finding staff to cope with the extra activity. But the memory of recession has left the PR industry wary; and with the election looming, higher interest rates are on the cards, clients are hedging their bets, and caution is once again the watchword.