Life just isn’t fair, is it. No sooner has the UK economy scraped out of recession than here we are warning of the dangers of recovery. But it has to be done.

Of course, the dangers are significantly different. As we go into recession, the danger is that of ceasing to exist. As we come out, the danger is that of being left behind which, of course, can also lead to ceasing to exist.

During the recession, the organisations that did best reduced costs, restricted growth plans, reduced head counts, promoted younger talent and focussed ambition on survival. But as the recession dies away - and who knows when that is, because we get false dawns - the whole emphasis changes. Those best able to respond to the growth plans of their clients get a massive head start on their competitors. Those that don’t are probably still trying to catch up when the next recession starts.

So, how does all that impact the PR world? Well, our world seems to exist in one of two states. There are either loads of recruits but no customers or loads of customers but no recruits. And we switch from one to the other with bewildering speed. So, even as the recession appears to be ending, there will be a scramble for talented beginners. And young managers who got their job during the quiet years will now have to learn how to manage bedlam. And it isn’t easy when competitors are tackling the staff shortage by trying to tempt away their talent with silly offers.

Now, we are not there yet. But we could be later this year. The world moves that fast. Right now, you are probably thinking that you would welcome problems like that after the dour struggle of the past couple of years. If you haven’t experienced upturn, let’s warn you. You won’t be welcoming them when they arrive.

Experienced managers will have prepared for recession during good times. They will also be preparing for upturn during the later stages of the recession.