Catherine Bolton
Executive Director
Public Relations Society of America (PRSA)

Q. What changes do you predict for the PR industry in 2002?
CB: I believe people will be looking to be more diversified in their client base. People will be thinking about where they will be investing their resources - especially human resources.

Q. What industry do you think will be fastest growing in 2002?
CB: Because of our aging population and new innovations, I believe the area of healthcare will continue to be strong. And, while technology is down, I believe it will continue to play an important role as business continues to become more technologically advanced.

Q. Personally, what is the biggest challenge you will face as a PR leader in 2002?
CB: Because life has changed so drastically, there are no maps. You have to be a smart businessperson to know that past experience doesn't apply to the future.

Q. In the recessive economy, what innovations are necessary in order to succeed?
CB: Innovations? I think you have to get back to being a good businessperson. Substance becomes more important than anything else in this environment.

Q. What skill or characteristic do you deem the most critical for a new PR hire at your company?
CB: They have to know the basics. They need to be credible PR people with a background and an understanding of the profession. They should have a passion for the profession -- they're in PR not because they "fell" into it, but because they believe in what they do. They can't be afraid to roll up their sleeves and pitch in to get the job done. Business is so hard today; you have to be a team player.