The European Centre for Public Affairs [3] (ECPA), a non-profit PR training and research group, is calling on PR consultancies to outline how they would improve the image of the PR industry. ECPA deputy chairman Michael Burrell told PR Week that it was "important that the industry promotes and defends itself." However, Burrell recognises the that improving the image of the industry won't be easy. "It is a close to insuperable challenge to actually promote positive news stories about what [the public affairs industry] does," he said. Burrell is European Chairman of Public Affairs for the privately-owned PR firm Edelman [4].