It was heartening to see a packed turnout for the PRISA media measurement debate, held in association with Bizcommunity.com, last Thursday. PRISA took a brave step in throwing the debate open to the broader PR industry to include non-members and one hopes that this is a trend of 'openness' towards the industry in general (particularly since those present were mostly non-PRISA members!). PRISA has often taken an unsung leadership role in PR in South Africa and is globally represented on all the major organizations, however, locally it has not been very successful in communicating its critical role to the 60% of the industry which are non-members. PR is an integral part of the communications mix and it is rewarding to see the passion that so many members of this profession have for their craft - and the credibility thereof. It is for this reason that Bizcommunity.com got involved as media partner. We hope to see - and be involved in - many more such initiatives. Have a good one! Louise Marsland, Editor, editor@bizcommunity.com