Gini Dietrich, Martin Waxman and Joseph Thornley take a look at PRSA's Counselors Academy this week. The Counselors Academy conference is coming up May 1-3 in San Juan, Puerto Rico. All three of us have participated in the past. It is a unique opportunity for PR agency leaders to learn about the "business of the business." It's a networking place to find others who share the same business challenges that you do as a communications business leader. In fact, Martin, Gini and Joe first met at the Counsellors Academy annual conference in Phoenix. It's not too late to register for this year's conference. If you do attend, make sure to say hello to Martin! :) For our second topic, Gini asks the question, "Is specialization in PR a thing of the past or the way of the future?" Martin and Joe weigh in with their views and how they have harnessed generalist and specialist knowledge in their careers.