Steve Keeble
CEO
MediaMap

Q: What changes do you predict for the PR industry in 2002?
SK: I predict more rapid changes for the PR industry, as the economy forces more and more organizations to take a long, hard look at what they're spending on PR versus what they're getting for that investment. PR practitioners, whether working in-house or for a firm, need to do more with less and must find new ways to demonstrate effectiveness and a better return on investment. It's no longer enough to whip out a big, fat clip book - PR practitioners need to explain what those results mean and how they compare to their competition.

Q: What trend do you think will most affect the industry in the coming months?
SK: Technology and measurement. The ability to efficiently deliver concrete and measurable PR results is an important movement, because there is so much inefficiency today. Most large corporations, for instance, have 25 to 50 dispersed communications professionals on staff, plus a PR firm. Having such a large staff sounds ideal, but because they often work independently of each other, it's challenging to keep tabs on PR activities and the results they deliver. Consequently, many corporations are not able to quantify the return they are getting from their investment. Technology can solve this problem.

Q: Personally, what is the biggest challenge you will face as a PR leader in 2002?
SK: The biggest challenge I face is helping corporate communications professionals understand how utilizing the right kind of technology can tie together their internal communications team and their PR firm - and why that is important. Technology can enable corporations to keep better track of all communications activities and results, in a single location. They will be spending less, work more efficiently, get better results, and be able to demonstrate the ROI of those results.

Q: In the recessive economy, what innovations are necessary to succeed?
SK: A tough economy can often help a company focus on what's truly important. In our case, it continues to be our customers. As the industry changes, and as our customers' problems become more complex, we strive to help solve those problems in a creative, effective way utilizing technology. While recessions often cause companies to think about delaying new technology purchases, new solutions can generate cost savings through better management, the removal of redundancies, and more effective media relations.

Q: What skill or characteristic do you deem the most critical for a new PR hire?
SK: There are so many skills today that a good PR practitioner must possess - the ability to write clearly and creatively, to think strategically, to manage multiple projects at once and to manage their day-to-day operations through the use of technology.

Q. Do you prefer working on the corporate or PR agency side? Why?
SK: I much prefer the agency side, as it's exactly the same as being a journalist with the general news beat. Every client is different - different management styles, industries, business objectives and strategy. Yet, we get to tell each story so that it resonates with myriad audiences.

Q. What leader do you most admire?
SK: Being the head of a Boston-based company, I may get some grief for my answer…