Public relations should be on the up. Most people believe that PR is strategically well positioned to take advantage of the proliferation of the media and the consumerisation of social media. Some believe that marketing is PR's biggest danger. I don’t. I think it will be PR's seemingly constant inability to measure the impact of what it does. I recently talked to Spectrum Insight’s Mark Westaby at an AMEC conference about why he believes PR will fail its evaluation challenge. http://vimeo.com/44371082 The inability of PR to value the impact of what it does is even more galling when you consider that in any marketing mix modelling that I have seen, PR's return ratio (ie: money spent versus money made) comes out miles on top when compared to other areas of the marcomms mix.