John Metzger
Chief Executive Officer
Metzger Associates

Q: What changes do you predict for the PR industry in 2002?
JM: The PR industry will re-invent itself. One agency at a time, we will transform the way we produce, deliver and charge for our services to meet our client's changing needs and expectations. We'll see who's left standing. In addition, investor relations will take on a new role in how public companies paint themselves.

Q. What industry do you think will be fastest growing in 2002?
JM: Alcohol, Tobacco and Firearms.

Q. Personally, what is the biggest challenge you will face as a PR leader this year?
JM: Shifting our perspective from billable hours and budgets to results and perceived value.

Q. In the recessive economy, what innovations are necessary to succeed?
JM: Service businesses evolve through differentiation - the next step requires the developments of new methodologies. Metzger Associates now distinguishes our services around a strategic platform called the Market Maturity Matrix™. Our clients now require innovation in the form of better, more meaningful results, produced in shorter timeframes by seasoned professionals armed with the right tools, support and experience. Through our proprietary strategic platform, we bring a new level of advice and counsel to help guide our clients' overall marketing programs.

We must be innovative in re-programming our industry's traditional operational template to best serve our clients in this new business environment.

Q. What skill or characteristic is most critical for a new PR hire at your company?
JM: The most critical characteristic for our current and future employees is internal motivation.

The most critical skills for our current and future employees are technology industry specialization, agency experience, strong writing and media relations abilities, and a working knowledge of business and finance.

Q. Do you prefer working on the corporate or PR agency side? Why?
JM: As a variety junkie, I'll take the agency life.

Q. What leader do you most admire?
JM: As the founder of a high-tech PR firm, I've go to hand it to Bill Gates for almost single-handedly starting and running the computer age.

On the PR side, I'm a big fan of Tom Hoog, the larger-than-life Chairman of Hill & Knowlton. He's given me a lot of great advice and perspective. He's now stepping down as CEO, and I congratulate him and hope he'll be sticking around the PR industry.