In this new feature, we profile industry players to get their take on current trends in PR. First up, IABC president Julie Freeman, who joined the IABC in July 2001 following
nearly 20 years of experience in communications and non-profit management.
PRN: What are the IABC's top priorities heading into 2004?
Freeman: We've launched a new Web-based initiative called "My- Comm," a strategic guide offered to IABC members to help them with the communications process as they develop PR
plans. It's got communication planning tools, analysis and feedback on whether the program is working effectively. Beyond that, we will continue to conduct research to more fully
understand what our members want.
PRN: During your travels what do PR execs say keeps them up at night these days?
Freeman: Business leaders are paying more attention to profitability rather than market share and may have an attitude that PR is a "nice," but not a "need" to have, so PR
execs need to demonstrate in a tangible how they're contributing to the bottom line.
PRN: What is your favorite corporate communications program that you've seen/experienced as of late?
Freeman: Felcor Lodging Trust, Inc. based in Dallas, TX because of CEO Tom Corcoran's one-on-one style of communicating with his employees.