The media landscape is changing and PR needs to catch up fast.

That's the opening line of this article by Mark Hanson appearing today on How Do. Mr. Hanson is a partner at Staniforth PR.

Referencing an announcement from another PR firm that it has started to provide social media services, Mr. Hanson writes, There will be lots more announcements like this one in the months to come as clients begin to challenge their agency with questions like ‘’do you think we should have a blog?”

He follows that with an astute presentation of facts and current trends in strong support of his assertion. I urge you to read it if you're in the business and not familiar with what is crumbling all around us in the traditional corporate communications and establishment PR world.

Fact is, clients are already asking the question, often! They weren't when Dave and I started this thing just a couple of years ago. We'd pitch and people would look at us like they were smelling something awful in the room. Not any more.

The traditional PR industry may not realize it, but there's a huge, pent-up, ready-to-burst, wholesale disgruntlement with big retainer agencies still advising clients to chase fewer mainstream media opportunities and getting increasingly dreadful results. The old system may have worked moderately well once upon a time, but not now. Traditional PR isn't delivering the visibility and credibility clients seek at anything close to a decent ROI.

Adds Mr. Hanson, …PR’s response to this needs to be far more than just adding websites to our press release distribution lists.

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