Agencies have been watching the financial markets for months, and corporate practices kicked into high gear in response to the upheaval on Wall Street.

As the economic climate dampens, new business opportunities across the industry, some PR firms are focusing on client service to shore up existing accounts.

Tech practitioners have the nearly impossible task of keeping up with the constant permutations in social media and advising clients on which strategies will best meet their objectives. In order to provide successful counsel, some firms are finding that turning the spotlight inward is a good way to enhance expertise.

The struggling US economy means consumer PR pros need to adjust their efforts to be sensitive to many individuals' current hesitation to spend.

The PR industry often speaks of transparency. So it is no surprise that human resource professionals will openly discuss their employee retention tactics with staff members.

The presidential election has kept a variety of regulatory and legislative issues high on the priority list for many clients, especially those in the financial services, energy, housing, and healthcare sectors.

Though economic woes in the US have led such well-known companies as Bennigan's, Mrs. Fields, and Mervyns to file for bankruptcy, financial PR experts say that they are not currently dealing with more bankruptcy-related clients than usual.

Promoting a documentary can be similar to promoting a political candidate, with opening day the equivalent of Election Day. PR pros, particularly those with public affairs experience, are treating them as such, hoping their efforts will lead to a successful premiere.

The search for talent is an ongoing objective in the PR industry. Firms across the board are using Web sites, social networking, employee referral programs, and other methods of outreach to attract qualified staff. The multicultural area, though, poses unique challenges.

Client service is always important. But as agencies brace themselves for the economic downturn, maintaining good relationships with current clients is critical.