One of the things that has always fascinated me about the PR industry is its habit of interviewing itself and then treating the results like facts, rather than biased opinion. A perfect example is found in the PRWeek/Brands2Life Communications Directors Survey 2013. In this survey, 100 UK communications directors were asked, for eight different PR roles, how well they thought their company was doing. They were also asked how well they thought the industry as a whole was doing. For every role, directors reported that their own company was doing better than the industry as a whole.