The writing's on the wall: The practice of PR will be licensed. It's not a question of if. It's a question of when and how.
Once we see that social media has jump-started journalism more than it's jumped it; once we see that relationship management is a strategy, not a goal, and that the goal of PR is competitive advantage; once we see that our clients can't comply their way to success; once we see that ethics, trust, and reputation are ...