1. PUBLIC RELATIONS – A 2 ND GENERATION PERSPECTIVE Michael Cherenson, APR Chair-Elect Public Relations Society of America

3. New York Times August 9, 1929 1929

12. PR Firms Weigh in on Business Prospects for Second Half of ‘08 While the majority of respondents were unsure how the year would ultimately unfold, these data suggests that the PR industry's overall view on the business environment is optimistic . Based on conversations you have had with clients, what is your feeling about the business environment in the second half of '08? Council of Public Relations Firms

13. Aug. 5, 2008 CAGR is Compound Annual Growth Rate

19. Greatest Business Risks Source: Economist Intelligence Unit, “Reputation Risk of Risks,” 2005 Senior Executives

22. A Growing Community 22,000 + 9,000 = 31,000 + PRSA GROWTH

24. Show me a PR person who is "accurate" and "truthful," and I'll show you a PR person who is unemployed. PRSA CEO & Chair Jeffrey Julin Issues Video Response to CBS Legal Analyst Andrew Cohen

25. “ To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.” -- Edward R. Murrow ETHICS ARE ESSENTIAL

26. Today Growth in the technology, healthcare and corporate reputation sectors was particularly robust The biggest opportunity for future growth is in the digital communications sector , although PR agency principals also see increased opportunities in corporate reputation management Paul Holmes

28. NEW MEDIA MODEL (Relationships- Active) TRADITIONAL MEDIA MODEL (Message Control - Passive)

36. Enter to Learn.

37. Knowledge is Power.

38. Go Forth and Serve.

40. Michael Cherenson, APR Chair-Elect, Public Relations Society of America Executive Vice President, Success Communications Group, Parsippany, NJ 973-597-5104 [email_address]