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Q: If 2009 and 2010 have been a difficult slog for many in the PR profession, what does that mean for the budgeting process currently under way for 2011?
A: One item seems to be topping everyone’s priority list: social media. For agencies, it means continuing to invest in people who understand the medium and can turn it into an effective tool. For clients, it means directing more program dollars into this quickly emerging and ever-changing phenomenon.