SAN FRANCISCO - Trust us - the underlying theme at PRSA's 2002 International Conference here was the need for PR to play a major role in corporate accountability. More than 3,000 attendees (including close to 2,000 PRSA members and more than 1,000 PRSSA students) gathered for four days to address "a world of change and challenge," including everything from corporate scandals to the implications of 9/11 to the increasing need to quantify the impact of PR.