Walking through the quads and avenues of Kellogg University… I shared with Richard [Edelman] my deep concerns about the future of the Public Relations industry: its failure to embrace data; championing generalists in an age of mastery; thinking about geographies before specialisms; obsessing about advertising and the dreadfully-named “C-suite”, rather than focusing on ground-breaking ideas, rooted in citizen truths; building bureaucracies, rather than centres of excellence; and more.