"We are not going to reverse trends affecting our profession, but if we can see where they are going, we can position ourselves for the winning shot. This leads to the second point. We need to see the future clearly. I contend that many of the issues described by Whiting are in actuality indicators of two larger trends: an increasingly diverse audience and the need for universities to be more entrepreneurial." Author calls for communications departments and centers to think and act more collectively rather than individually.
