As PR pros, we’d like to think we are special but the reality is that we are not unique. Virtually every industry has seen drastic changes in the last couple of decades. However, as the public voice of a company or organization, it’s important for us to stay ahead of the curve and proactively lead the pack to influence changes that are most important to our profession.
I began my career in PR in the mid-90s and remember thinking “we are going to save SO MUCH time and money when editors want press releases via email rather than fax or snail-mail!” And then it happened. Looking back, it’s amazing how much time do we save. From an agency standpoint, a major benefit of this time savings is that it allows us to spend our billable hours on strategic, value-added client work rather than administrative tasks.
