Looking back on 2010 allows us to predict some of the main talking points for the year ahead.
But can we quantify this value? The hyperactive and always challenging David Phillips will attempt this at a conference this year, from his perspective that the PR business has been failing to reach its full potential for years.
Though these questions may sound academic, this will be a year in which practitioners in all sectors will need to prove their value to their clients and employers. So they would be well advised to take note of these discussions.
Within higher education, the new fees regime from 2012 will challenge universities to demonstrate the value of their degree courses. My humble effort is a project to document how graduates have benefited from their PR degrees over the past two decades.
Remember Gordon Brown forgetting his mic during the election campaign? The problem was the disconnect revealed between the public and private person (a problem some of his senior colleagues had been concerned about for years).
Now consider the implications of WikiLeaks (and the parliamentary expenses scandal). These challenge the assumption of private, and make a presumption in favour of information being public. We've not heard the last of the tussle between public and private, national security and civil liberties. (There's also a civil liberties argument in favour of less being known about us, not more).
Public relations, concerned as it is with matters in the public sphere, has a role in defining what should be known in the public interest, and what should be concealed for private reasons. Expect public relations teams to be auditing information flows and anticipating what would happen if and when the private becomes public. The intention will be to inoculate against further Gordon Brown moments.