Clients Dictate Evolution in PR Strategy

"Coming to terms with the fear of death is conducive to conscious evolution."
-Stanislav Grof

Whether directly or indirectly, the client’s needs have an impact on business regardless of the industry. In this age of fluid and innovative media, how will the changing needs of the consumer affect public relations professionals and agencies?

PR professionals will continue to uphold their roles as trend analysts and organizational leaders. However, opportunities to become experts of the new complexities of the craft are quickly becoming the norm. This means that agencies will need to become trusted aides for their clients.

Keeping the patron’s knowledge razor sharp is one of the major undertakings. The client will be more able to make intelligent tactical decisions such as the right mix of strategies, channels, and tools.

Direct competition to PR professionals will force them to step up to the plate and deliver meaningful results. By-products of this high level contest should turn strategists to look at ways in which they can gain deeper engagement with clients in more project-based commitments. If the agency can’t prove the business impact of a project, the will lose the business.

So what will come of this aggressive push? The stakes are higher, meaning a bigger payout for those that figure out the "how-to" and a washout for those that fall flat. Also, a great benefit for the industry is that everyone must “raise [their] game.”