CorpComms Magazine

If we can avoid panic, this year should see: a focus on results as every penny of PR spend is justified and new business leads, through the CIPR or elsewhere, are ruthlessly pursued; a flight to quality as only those who can deliver strategically survive; and the final triumph of PR over advertising and other forms of marketing communication as businesses realise that PR is more flexible and responsive to their changing needs, and how it can offer them short term gains and the long game too.

The role of internal communicators will be even more critical as companies seek to motivate their staff and keep them involved and on board with their objectives. I think that there will be a significant switch from generalist consultancies to specialist consultancies, freelancers and in-house as needs change. The regions will fare better than London; Scotland, Wales and Northern Ireland better than England. Best of all will be those who have diversified to Eastern Europe and other growing regions.

The CIPR will be focussing on supporting our members through a tough period by putting forward a strong business case for public relations and ensuring the vital contribution it makes and will make to business success is recognised.

Our industry can emerge from the recession better qualified and trained and more confident in its role, but inevitably leaner - and I guess there won't be much fun around for a while.  

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