The industry is beginning to reflect this by broadening its strategic comms offering with a convergence between public affairs, corporate communications and digital marketing.
Agencies that will be successful are building capability, allowing them to position themselves almost as management consultants, rather than in a traditional communications role.
The value clients are now taking from public affairs is as much about inputs in terms of creating business models and growth strategies as it is about outputs like trying to influence regulation. It is the monetary value associated with good communications that is driving this move into the boardroom. Just ask BP's Tony Hayward.
This shift is a logical extension from what we've always done - understanding what Government and stakeholders are thinking and helping our clients chime with that thinking. As business starts to recognise this, we will see more practices adapting to meet the trend, which is why Interel Consulting launched in London last week as a purpose-built cross-discipline global communications brand, focused on the value to the bottom line.