Jeff Hasen
President
WongDoody Communications

Q: What changes do you predict for the PR industry in late 2002/early 2003?
JH: While corporations continue to turn to agencies for integrated marketing solutions, communications holding companies will discover integration takes more than just throwing services together. The firms that succeed will differentiate themselves through the creation of seamless, synergistic teams where employees in complementary disciplines work off the talents, energies and inspirations of each other. PR professionals have a terrific opportunity to be the change agents.

The other big shift has been identified in the Workinpr.com survey -- 58 percent of those polled plan to leave their current employer within the year. It will be an industry black eye for a profession that sells an ability to build relationships.

Q: What industry do you think will be fasted growing in 2002/2003?
JH: According to Fortune, "These days surging sales and profits are more likely to inspire skepticism than adulation." So let's instead rely on common sense - world events have brought increased spending on defense and security. And, given the aging of America, residential care will continue to grow.

Q: Personally, what is the biggest challenge you will face as a PR leader this year?
JH: Back in 2000, prospects asked agencies how quickly they could begin work. I remember introductory meetings that began at 10 a.m. and ended an hour later with a signed deal. This year, the pendulum has swung the other way with the sales cycle elongated by the slowed economy. grow.

We're repeatedly looking for ways to get past the stage of "hey, that's a solid strategic plan" to the "let's sign a contract and begin work" phase.

Q: In the recessive economy, what innovations are necessary to succeed?
JH: Without a standardized measurement system, the return on a public relations investment is unevenly judged. Have you ever compared your program estimating media impressions without a multiplier with one that used a 3X formula? Do you think the CEO eagerly spends against a mission that can't be uniformly measured?

Q: What skill or characteristic do you deem the most critical for a new PR hire?
JH: This industry calls for passionate professionals who are resourceful, committed, and inclusive. Thomas Edison said genius is one percent inspiration and ninety-nine percent perspiration. I believe he was right, but a genius I'm not.

Q. Do you prefer working on the corporate or PR agency side? Why?
JH: Agency people generally thrive on the challenges and opportunities presented by multiple clients. But is there a senior corporate job where juggling isn't part of the package? To me, it comes down to culture. Are employees valued and challenged or are they so dissatisfied they will be in the group of 58 percent looking to move on?

Q. What leader do you most admire?
JH: John Wooden, who said, "Be more concerned with your character than with your reputation. Your character is what you really are, while your reputation is merely what others think you are."