Steve Bryant, Chief Creative Officer
President, Seattle
Publicis Dialog

Q. What changes do you predict for the PR industry in 2002?
SB: I predict the resurgence of online media. It's the most efficient and timely publishing tool and its natural advantages are only exaggerated by economic pressures. Online will be further bolstered if consumers continue to relish the safety and comfort of home. It's a mixed blessing for PR people as online media is less filtered but also far less credible.

Q. What industry do you think will be fastest growing in 2002?
SB: Natural food and living products will continue to be among the strongest performing segments. In fact, I believe health and safety anxieties will combine with demographic trends to escalate this trendy and apparently recession-resistant segment.

Q. Personally, what is the biggest challenge you will face as a PR leader in 2002?
SB: My resolution for 2002 is to be absolutely indispensable by adding value to every person, organization and project I touch.

Q. In the recessive economy, what innovations are necessary to succeed?
SB: Accountability is the thing that is getting our clients' attention. We establish measurable objectives -- and often cost per impression targets -- before asking clients to make an investment. That's just the way we do business, but our clients tell us it is innovative relative to their experience of industry practices.

Q. What skill or characteristic is most critical for a new PR hire at your company?
SB: A great attitude. Sure we expect top-of-the-heap skills, but we also look for people who love the feeling of success and who eagerly seek and share that excitement.

Q: Do you prefer working on the corporate or PR agency side? Why?
SB: I have worked my entire career on the agency side, and I think it is better suited to people who are excited about the opportunity to work at a high level across many industries, disciplines and media. I love that aspect of the agency business as well as the value it accords creativity. The trade off is longer hours and the considerable pressure to produce measurable results every time out of the gate. If you thrive on adrenalin like I do, the agency side is a great place to get your fix.

Q: What leader do you most admire?
SB: David Kessler, former FDA Commissioner, was a great inspiration to me. He decided that restricting the unfettered promotion of tobacco consumption was the single most important thing he could do to benefit the health and safety of Americans. Then he set about stepping on a lot of very big toes, applying unprecedented heat to the tobacco industry by presenting a powerful case for appropriate regulation. He was a doctor and a lawyer who went beyond the expected to lead a lumbering giant of an agency to greatness. He was a masterful leader because he applied his intelligence and expertise with courage and extraordinary persuasive powers