Beth Comstock, president, NBC Universal Integrated Media, delivered the Institute's Annual Distinguished Lecture in New York last week.

"In my early PR days," said Comstock, who rose to senior executive level through a public relations career, "I often wrapped myself in a shield called 'control' - enrobed in an illusion, or rather delusion - that I could actually command an outcome... But face it, there is little control. Maybe there never really was, but especially not now."

As she has led NBC Universal into the digital age, Comstock has realized that her role is that of an integrator - pulling different pieces together to create new value. "Understanding the value of trends and audiences, weaving together meaningful stories, being good at integration - those are skills I learned in PR."

The lecture also reflected on her experiences working with noted General Electric executives known to have strong views on communications. She spoke of optimism, courage, and a willingness to put oneself on the line.

"It reminds me of a time when I worked for Jack Welch as his head of PR. The media was hounding him to take a stand on some particular issue. He walked into my office. 'What should I do?' he asked.

"I said, 'Well, on one hand you could do this or on the other hand you could do that.'

"'What the hell are you saying?' he replied. 'I don't pay you for 50-50 answers! What's your decision?' That advice hit me, hard, because it all comes down to this: What do you believe? What do you think is right?"