Power of the PRWeek brand enables change for the better

It's tough to put six years of memories and experiences into 400 words, which is why I've been struggling to write this column, my last for PRWeek.

It's tough to put six years of memories and experiences into 400 words, which is why I've been struggling to write this column, my last for PRWeek. Our managing editor Gideon Fidelzeid has been so patient, at least externally, because he knows I will definitely write the column before I leave, as I always meet my deadlines - OK, fine, so maybe I finished writing it on the weekend after my last day.

I'll be the first to admit I haven't dealt well with change in the past - professionally or personally. So the idea of making two significant changes - to a new job and a new career in PR - while exciting, is something that definitely would've thrown me into a tailspin a few years ago. But working at PRWeek these past six years, and the past 18 months especially, has taught me that change can sometimes be the best thing, even if it seems impossible to bear.

I've written many times about the changes that have transpired during my time at this publication. PRWeek is the preeminent trade magazine for the PR industry, but it is also a media outlet like any other. So in 2009 when we made the brave decision to go monthly and change our entire publishing platform (but not our name, as some suggested), it was because PRWeek was facing the same challenges as other media outlets operating in an age where consumers want information at their fingertips and busy professionals enjoy having more in-depth features to read in b-to-b media.

The June 2009 relaunch of PRWeek was one of the most difficult, but also re- warding, experiences of my career. And in thinking about the past year and a half, I'm so proud of my colleagues who not only survived that time, but truly thrived.

Now more than 12 years old, PRWeek is a strong brand thanks to the amazing hard work of not one or two, but many people, including my former bosses - Julia Hood, Elly Trickett, and Keith O'Brien; the aforementioned Gideon Fidelzeid; current editor- in-chief Steve Barrett; news editor Lindsey Siegriest; reporters Alexandra Bruell, Jaimy Lee, and Jason Shuffler; Web coordinator Jinna Yang; and last, but certainly not least, our tremendous art director Christopher Silva.

And even though I'm going into PR, I promise that's not spin. Change is good - for brands, companies, and for people.

Erica Iacono is former executive editor of PRWeek.

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