If there is one industry that can moan about its own reputation as the underdog of the communications industry, it's public relations. Yes, PR does not have the status it deserves in business as a profession - but that is its own fault. The majority of PROs in South Africa have a limited knowledge of the issues within their own profession in their own backyard, let alone on the continent of Africa and globally. They don't support their own PR bodies and it is sad that they didn't turn up in droves today to network, learn and share knowledge at the first ever Federation of African PR Associations (FAPRA) conference to be held in South Africa. Fapra, along with the Public Relations Institute of Southern Africa (PRISA), are busy working towards new global standards for PR, along with the Global Alliance of world PR bodies. The outcome will impact on education and accreditation in the industry globally and if the local industry is serious about professional public relations, best it start getting involved and making its voice heard because there are some very passionate and inspirational leaders here who are stepping up to act as drivers. If you want change, you have to be the change. As a media worker I'm involved (and a member of Prisa) as are the delegates here today at the Fapra All Africa PR conference - 70% of whom are from the rest of Africa. It's a disgrace that only 30% are from our local public relations fraternity on our own home soil! Enjoy! Louise Marsland, editor, www.bizcommunity.com