This paper argues that our identity as a profession - not just a service industry of practitioners for hire, not just a management function of the staff variety - has a strong connection to issues of size and economic impact on society at large.

Being big does not make public relations a profession. But being measured in the same way as other professions may be a critical step toward being seen in the same light. To do that, we must think outside the budget.

In doing so, we may be better positioned to differentiate what we do from marketing and advertising, and perhaps even to seize the attention of government, institutional and corporate policy makers in a way that goes far beyond the level of notice we have achieved in the past.

Thus, it behooves the global professional community to discuss and concur on new and agreed upon criteria of evaluation.