Diversification of PR services is vital in a ‘post-earned’ world (PR Week)

The basis of the modern PR agency is a well-trodden path. In essence, leveraging an established base of media contacts, knowledge and strategy to sell media relations to clients at a decent margin has been the route to success.

Sure, there has been some innovation around the edges with paid and organic social; with influencers instead of media; or with selling content services and community management – but essentially, the core of the model has remained the same.

The end of this approach has been oft-predicted but, for most agencies, the dirty secret is that media relations is what pays the bills.