We need bigger ambitions in public relations
Last year I wrote about ‘excellence‘ suggesting that PR needs to stretch beyond specified performance standards or comparative pre-eminence. I’ve been thinking about this during my recent hours spent marking student work – and when looking at the winners of various PR industry awards. My conclusion is that I’d like to see much bigger ambitions than I currently see in most such work. Abandon grading One idea is to abandon all percentage marks or grades...