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Workinpr.com PR Executive Insights
December 2002

Elliot Sloane
CEO
Sloane & Company

Q: What changes do you predict for the PR industry in the coming year?
A: I think the industry will continue to retrench and retract as spending is scrutinized at all levels. It is only those firms who can demonstrate real value and real return on investment that will survive and grow and thrive. Intelligence, client service and aggressiveness are the keys.

Q: What industry do you think will be fastest growing in 2003?
A: Hard to predict....in our world of corporate and financial communications, we expect to see some rebound in telecom. Financial services will continue to be a vibrant sector. The travel industry is going thru a huge contraction and provides significant opportunity for us.

Q: Personally, what is the biggest challenge you will face as a PR leader in 2003?
A: Keeping the focus on what's important -- serving our clients -- in a challenging and rapidly evolving environment. Keeping our team motivated and passionate about the business and the clients. And picking the right assignments with the right clients.

Q: In the recessive economy, what innovations are necessary to succeed?
A: This is not the time to introduce new products (which are usually recycled and re-branded services that already exist.) We need to deliver every day and exceed client expectations. We succeed when we become invaluable to our clients.

Q: What skill or characteristic do you deem the most critical for a new PR hire at your company?
A: Hunger and passion. (That's two,right?)

Q. Do you prefer working on the corporate or PR agency side? Why?
A: I'm a 20-year veteran of the agency world. I like the diversity. I like to sell. I like dropping into situations that are new and different, working with new teams and interesting situations. I like sending out invoices.

Q. What leader do you most admire?
A: In the pr community, I admire many....particularly those entrepreneurs who have built companies from scratch, created cultures, did great work and met payrolls week in and week out for years. Leaders who come to mind are Harold Burson, Dan Edelman, David Finn, Jim Abernathy, among others. All different but all very successful.