Midcentury stuff remains hot.

TV networks continue to produce shows set in this stylish period—“Vegas,” “Call the Midwife”—while at least one major carmaker found inspiration in its latest model from a 1960s-era design (the Jaguar F-Type).

A major PR firm is also looking to the mid-20th century to inspire the current generation.

Today is the 60th anniversary of Edelman PR. To help mark the occasion, the firm released an infographic listing the 10 rules for PR pros, which the firm’s founder Dan Edelman wrote in the early 1960s.

Among the rules: “Be flexible”; “Get the big story”; “Remember, this is a service business.

In honor of the anniversary, the company also took out full-page ads in several trade publications—PR Week, Advertising Age, and Adweek—as well as in several Chicago publications. Dan Edelman founded the firm in Chicago in 1952.

The firm’s current CEO Richard Edelman is slated to speak at an event in Chicago today. According to Richard Edelman:

“PR [60s years ago] was viewed as merely an add-on and something used primarily for corporate reputation or publicity for celebrities. But over the last 60 years that has dramatically changed, as has the world.”

In a blog post, Edelman lists five behavioral changes that will be required of the PR industry. They are:

• Provide clients with advice on what to do, and then how to communicate around the media cloverleaf (social, hybrid, owned and traditional).
• Aim to have the dominant creative idea.
• Be comfortable with interpreting data and insistent upon using it.
• Show, don’t just tell.
• Find the right balance between global and local.

Visit Edelman’s 6 a.m. blog to read more about these changes.

Meanwhile, here’s the infographic of the 10 PR rules: