How PR is redefining itself

Instead of claiming to be ‘modern’ or ‘innovative,’ agency pros should be transparent about the services they provide. Here’s how one veteran sees the industry’s culture changing.

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The public relations industry is entrenched in an identity crisis.

Many PR firms are realizing that clients today demand more than what traditional agencies provide. Plenty of organizations could benefit from strategic partners who understand their business goals and use a fresh, integrated approach to deliver results.

In response, hordes of aging agencies have updated their core messaging to remain relevant. Instead of touting size and experience—as they had in the past—those agencies are using buzzwords like “modern,” “contemporary” and “digital” to lure clients.

The problem

Not all traditional agencies have updated their business models to justify those new claims. They’ve put lipstick on a pig, so to speak, and it’s created a confusing market for brand managers in need. RELATED: How to eliminate corporate jargon and drive business performance with improved communications techniques.

That trend has created three types of firms:

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