Fear is a great motivator

When we announced our agency redesign a couple weeks ago we talked a lot about opportunity, particularly the opportunity around a dramatically changed media environment.

When we announced our agency redesign a couple weeks ago we talked a lot about opportunity, particularly the opportunity around a dramatically changed media environment. We've all experienced it; we're all taking advantage of it. Public relations has been growing while other marketing-related disciplines are struggling. Times are good for the PR business.

We realized that it's not just PR people who have noticed this.

We—as an agency and as an industry—are benefiting but aren't taking full advantage of the new communications world order. Very smart people in advertising and other disciplines are trying to do what we do. And in some cases they're doing it. Shame on us if we allow public relations to be marginalized to the fringes—relegated to doing the publicity for someone else's digital idea, for example.

Let's not be afraid. Instead, let's fully and confidently embrace our rightful place in the new world of media.

Our agency redesign is about providing our clients deep and specific expertise in four areas: Insights, ideas, engagement, and execution. Our community of connectors will lead engagement, with a team of experts that leverage and connect all areas of media: Earned, owned, shared, and paid. We'll treat media holistically, the way people do.

The channels and vehicles to reach consumers and other stakeholders have increased exponentially. And not just increased, but deepened. We are the engagement experts. Let's act like it.

Ellen Ryan Mardiks is vice chairman at GolinHarris.

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