Agency Business Report captures how far the PR industry has come

This month's issue is all about PR agencies: what they do, how they do it, how they did last year, what's changing their world and - most importantly - what they're doing to help clients achieve their goals.

This month's issue is all about PR agencies: what they do, how they do it, how they did last year, what's changing their world and - most importantly - what they're doing to help clients achieve their goals.

My superb colleagues on the PRWeek editorial team have gone the extra mile this year, profiling more agencies and providing more analysis than ever before in the Agency Business Report. And there is much more online at www.prweekus.com/abr2012.

Just as PR is evolving exponentially, this special report is changing equally as fast. Trends toward integrated marketing services, social media, globalization, diversity, and senior strategic counsel are forcing you and us to reassess our modus operandi.

PR agencies buy advertising. Management consultancies oversee reputation and crisis. Ad agencies do PR. Digital firms do direct marketing. Brands create content, helped by their agencies. Everybody does social media.

It's a mash-up of services that is broadening the playing field for PR and communications specialists, whose assets ideally suit this exciting, multi-skilled environment.

The industry has moved beyond media relations and promotional events, though those still have a part to play. And it's evolved way beyond accusations of spin and obfuscation.

Last month I visited the headquarters of the largest CPG company in the world - Procter & Gamble. The team explained to me that every single plan now must integrate external relations before it is even considered.

That certainly wasn't always the case. I can't think of a better tribute to the value of the services in-house and agency communicators provide. 

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