Bob Druckenmiller, CEO
Porter Novelli International

Q. What changes do you predict for the PR industry in 2002?
BD: With most people predicting modest growth at best next year, I believe we will see continued consolidation in the industry with small to mid-size firms joining forces with larger firms. I also suspect we will continue to see more convergence or the integration of the various communications disciplines, ideally with public relations leading the charge. As the differences become less clear, more clients than ever are asking one agency to plan and manage integration of all corporate and marketing communications. Finally, I believe we will see more performance-based contracting in 2002 as clients look for better ways to measure the impact of their investments in public relations.

Q. What industry do you think will be fastest growing in 2002?
BD: Health care is likely to continue to have strong growth with segments such as biotech looking most promising. Public affairs, with an election year, and with some of the attention returning to important domestic issues, will bounce back. We are also likely to see continued growth in strategic philanthropy as companies look for better ways to meet their corporate social responsibility.

Q. Personally, what is the biggest challenge you will face as a PR leader in 2002?
BD: With the challenging economic environment likely to continue, it will be critically important that we continue to demonstrate value to our clients and build relationships that are broader and deeper in their businesses. This will require investing in our clients and people at a time when we too have to be very careful to manage our bottom lines well.

Q. What innovations are necessary?
BD: Anything that can improve our efficiencies in serving our clients, e.g. better and more frequent video conferencing, wider use of extranets, more efficient billing and budget tracking.

Q. What skill or characteristics do you deem the most critical for a new hire?
BD: Characteristics: Inquisitiveness, creativity, conscientiousness, optimism and a good sense of humor. Skills: Good writer - (Hope this doesn't sound more like a personal ad, but we hire for character and train for specific skills).