The focus areas of traditional public relations agencies are changing. Small, mid-size and large firms represent clients whose communication wants and needs are progressing as business and consumer habits evolve.
A 2017 USC Annenberg Global Communications study shows that 87% of professionals believe the term “public relations” will not describe the work they do in five years. Additionally, 60% of marketing executives believe PR and marketing will become dramatically more aligned in the near future.
As budgets rise, so do expectations of companies and what their agencies of record and team members should provide. Is it advantageous for firms to draw the line and specialize in PR or modernize and expand services for broader value?