Vigilante PR Discusses “PR’s Non-negotiables” with PR Week

Three new axioms for PR firms to avoid being left behind, via Vigilante PR’s Melissa Christensen

The bar is rising, and the PR industry is long overdue for a standards reset. 

When I say the bar is rising, I mean it’s been catapulted so high that some old-school PR vets are still trying to figure out which way is up. That’s understandable, considering the industry has been turned on its head. Veteran journalists have gone freelance; coverage beats change daily; and social influencers hold more credibility than most newsrooms. The rules have changed. If your agency’s workflow hasn’t, this is your cue to evolve.

What used to be nice-to-haves are now must-haves. These aren’t trends. They’re tablestakes. Any agency that wants to lead needs to treat them as non-negotiables.

Read the full article here.