When it comes to the profession of public relations—the business models, traditions and assumptions — what is the most dangerous idea?

Dangerous ideas challenge popular conceptions and, if true, threaten to cause major shifts in what people do and how they think.

On October 23, 2008, the Council will probe this provocative notion at this year's Critical Issues Forum, which will also commemorate the 10th anniversary of the Council.

We will hear from leading thinkers both inside and outside the profession, who will posit a few of their own "dangerous ideas" and discuss how they may shape the future of public relations.

Those speakers will include:

• David D'Alessandro, former John Hancock CEO and author of "Executive Warfare," a "blueprint for managing relationships with bosses, directors and other outside stakeholders and influencers."
• Len Schlesinger, President of Babson College; former COO of Limited Brands
• Jeff Hayzlett, Chief Business Development Officer, Eastman Kodak Company
• Jim Sluzewski, VP, Corporate Communications & External Affairs, Macy's, Inc.
• John Onoda, Consultant; former head of communications for General Motors, Charles Schwab

A small group of members and I had dinner recently with David D'Alessandro. He was clearly energized by the "Dangerous Ideas" concept, and I have no doubt that he will be a captivating speaker.

As a former CEO of a Fortune 200 company, who also happens to have a public relations background, D'Alessandro is uniquely qualified to discuss how public relations can demonstrate value at the C-Suite level. Here's a brief preview of what attendees can expect from David in October:

On the agency/client relationship

"It's a dangerous idea to think that relationships don't matter. It's not about the 'media of the day' — which changes drastically every half-generation; it's about counseling skills."

On agency success

"Results are a given—you get to keep the client because of relationships. Ask a client why they keep you around. Clients keep you around because they think their job depends on it…as in, 'I need these people.'"

Read more about the speakers and the program in upcoming weeks.

In today's business environment, the most dangerous idea might be not having a dangerous idea. For more information about this year's Critical Issues Forum, click here.