In 2006 I wrote a popular article Six Facets of the Future of PR, which concluded:
We are entering a world in which the flow of information and perceptions will drive much of the value creation in a highly networked global economy. The PR industry should be looking forward to a time of massive prosperity, in which it extends itself to play in entirely new fields of media and communication. Yet many of the existing participants will need to adopt a new stance and actively develop new skills to do this effectively. Those that re-conceive their role and potential impact, could well be masters of the universe.
As I anticipated, as the marketing and PR landscape has evolved over the last dozen years, some firms that were traditionally in the PR space have been very successful in transitioning to a new positioning, while others have been left far behind in a rapidly changing world.