Some additional thoughts from two agency heads:

The core of good communications will remain unchanged, and that those who seek first to understand before being understood, who know their audience before they speak, and who only promise what they can deliver will continue to prosper despite the economy or rapidly evolving new communication technologies.

Julie Wright, President, (W)right On Communications

--Industry growth will slow as advertising, marketing and PR compete for the same dollars.

--PRSA will make progress under Mike Cherenson, but will fail to improve the image of PR to the public.

Doug Simon, CEO, D S Simon Productions