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Workinpr.com PR Executive Insights for 2002
May 2002

Lee Duffey, President and Founder
Duffey Communications

Q. What changes do you predict for the PR industry in 2002?
LD: Companies around the country are getting back to basics with their PR and marketing plans. You won't see extravagant parties, whimsical publicity stunts or useless one-time ad placements in 2002, because consumers are not as receptive to them post 9/11. Instead, companies are focusing on their core competencies and conducting more long-term planning. The term for 2002 is more for less. Companies are looking to get the most out of their buck.

Q. What industry do you think will be fastest growing in 2002?
LD: Healthcare - the healthcare industry is still one of the fastest growing and technologically advanced industries today. Healthcare will be prevalent in everyone's lives. Healthcare trends may change, but growth within the industry will not stop. The most prominent segment of healthcare is pharmaceuticals and biotech.

Q. Personally, what is the biggest challenge you will face as a PR leader in 2002?
LD: Growing in a recessed economy and sticking to our vision and priorities as the nation emerges sometime mid-year. In the law of business, just as in the law of the jungle, it's survival of the fittest. The unpredictable economy has made us a stronger, more aggressive, more focused group for both our clients and for the agency itself.

Q. In the recessive economy, what innovations are necessary for PR firms to succeed?
LD: PR and marketing firms will need to do an effective job of reminding companies WHY strategic PR and marketing, beneficial to the bottom line, need to be a company priority. We must show ROI or be prepared to forever be seen as the people who plan parties.

Q. What skill or characteristic do you deem the most critical for a new PR hire at your company?
LD: We look for fearless self-starters, people who are confident enough to stand on their own and take risks. We also look for people who view themselves as business consultants, as opposed to mere 'PR tacticians.'