An enormous opportunity now exists for PR agencies to move up the marketing services food chain and start leading much of the overall dialogue and strategy that corporate marketers have always turned to our advertising brethren for.
Yet, one fundamental flaw will ensure complacency and condemn any possible ascension to a higher level: the way we service our clients.
Since the beginning of time in our industry (that's about 60 years), agencies have followed a staffing model called the pyramid structure. ...