How technology has changed PR agencies

The jobs and responsibilities of communicators in PR firms have changed drastically over the past decade. Here’s what’s different, along with how you can adapt.

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It’s how we adapt that enables us to learn and grow. PR pros must be well-versed in change, and PR, advertising and marketing agencies have transformed over the last five to 10 years.

Here’s how agency pros have updated their roles in an era of social media and tech changes to remain relevant in today’s increasingly digital world:

Demonstrating ROI

PR pros, digital marketing gurus and advertising junkies have taken “traditional” and thrown it out the window. No longer are the days where brands want their agencies showing up to the big show dressed in a suit and tie.

We’ve become creative risk-takers, but agencies cannot always relate their work directly back to ROI—leading to being evaluated more critically.

Many brands prioritize channels that directly show ROI. Jeremy Mullman, senior vice president of Olson Engage, explains how today’s earned media can demonstrate value:

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