If your PR agency disappeared tomorrow, would your clients miss you?
How quickly would they replace you?
Not easy questions, I know, but they're important when you think about why you are in the PR business, the value that you're currently providing and the type of agency you envision in the near future.
Are you a nice to have, a should have or a must have? In other words, are you irreplaceable?
The irreplaceable agencies are the ones who not just deliver remarkable work but whose work's remarkability clearly drives bottom line results.
The agencies that clients fear to lose are the ones who can very easily measure and tie their activities to the impact they're making on the client's financial goals.
But in the ever-changing digital and technological landscape, what do PR agencies need to do to survive and most importantly to evolve to be fit for the future?