The face of PR is changing – rapidly. Constantly and without notice. Newspapers are slashing staff, but remain relevant to millions . Magazines are changing formats, retooling for a new age. Both are moving online. Citizen journalists are becoming more influential through the blogosphere, as PR professionals scramble to make sense of them. Broadcast news is reexamining how it works; cable news is gaining — and all while trying to find their places online. Radio has gone satellite, but terrestrial is still meaningful. Throw in the dynamics of word of mouth marketing, media stunts and events to pull in large audiences, and you have a swirling PR soup.

To keep track of everything and to strategically reach your audience, you need a firm that is experienced enough to notice and understand the changes, small and nimble enough to adapt as needed and miserly enough to stay true to costs.