John G. Clemons, ABC, APR
Vice President, Internal Communications
Nextel Communications, Inc.
2001-2002 chair of the International Association of Business Communicators (IABC)

Q. What changes do you predict for the PR industry in 2002?
JC: There are indications that PR professionals are becoming more strategic and earning seats at the corporate table. PR will become a more integral part of proactive, effective planning for key corporate and organizational initiatives.

Q: What industry do you think will be fastest growing in 2002?
JC: Healthcare. We've only begun to scratch the surface in this industry which means huge opportunities for the PR profession.

Q: Personally, what is the biggest challenge you will face as a PR leader in 2002?
JC: Time management.

Q: In the recessive economy, what innovations are necessary to succeed?
JC: PR professionals need to have an understanding of technology and how it can be used to not only deliver strategic messaging but also drive behaviors that support an organization's goals and objectives. The technology must also be interactive and engaging.

Q: What skill or characteristic is most critical for a new PR hire at your company?
JC: Flexibility and resourcefulness.

Q: Do you prefer working on the corporate or PR agency side? Why?
JC: I prefer working for corporations because I can focus on one client, plus have available resources, access to senior leadership and a consistent environment. Agencies appear to be too volatile, plus your tenure can more quickly be affected by economic downturns and client chemistry or lack thereof.

Q: What leader do you most admire?
JC: Paul Robeson, the late gifted athlete, writer, actor, singer, scholar and humanitarian -- a true Renaissance man.