From Media Relations to Reputation Management
20 years ago:
Success was largely measured by press coverage.
Relationships with journalists were an agency's biggest asset.
Getting clients into newspapers, trade magazines, radio, and TV dominated the agenda.
Today:
Reputation is managed across dozens of channels.
Stakeholders include journalists, influencers, employees, investors, customers, and online communities.
One social media post can have more impact than a front-page newspaper article.
We are now navigating and managing a much broader reputation ecosystem rather than simply securing coverage. Although, when it comes to securing press coverage, it has come full circle with AI and GEO relying more heavily on independent editorial than any other source.
Marketing Has Been Completely Transformed
20 years ago:
Marketing relied heavily on networking, trade press, direct mail, and events.
Today:
Websites, social media, content marketing, SEO, email automation, podcasts, and AI-generated content all play a role.
We won’t survive without a much stronger understanding of digital marketing.
From PR Specialist to Business Adviser
20 years ago:
PR leaders were often viewed as communications specialists.
Today:
Many clients expect their PR agency to contribute to: Business strategy ESG and social value Stakeholder engagement Employer brand Change management Crisis preparedness
We are now a trusted business adviser rather than simply a communications expert. We welcome such partnerships rather than traditional supplier client ones.
The Speed of Business
20 years ago:
News cycles were daily or weekly.
Clients often had time to discuss, approve, and refine responses.
Monthly management reports and quarterly reviews were common.
Information travelled relatively slowly.
Today:
News breaks 24/7.
Crises can emerge and escalate within hours.
Clients expect immediate strategic advice.
Real-time dashboards provide instant visibility.
Customers, employees, and suppliers expect immediate responses.
My team and I are often called on for rapid response while protecting client reputation as the pace of decision-making has accelerated.
Data and Measurement
20 years ago:
Reporting often focused on: Number of press clippings Advertising Value Equivalent (AVE) 😉😉 yes, I actually remember that!!!! Media reach.
Today:
Clients expect evidence of business impact.
Agencies track: Share of voice Sentiment Website traffic Lead generation Engagement Reputation metrics.
More and more, and quite rightly, to be successful, we have to demonstrate ROI in commercial terms.
Talent Management Has Become Harder
20 years ago:
Most teams worked from the office.
Career progression was relatively linear.
Recruitment was more geographically constrained.
Today:
Hybrid and remote working are standard.
Younger professionals have different expectations around purpose, flexibility, and wellbeing.
Competition for talent extends nationally and globally.
We have to build a culture when people are not physically together every day.
New Business Is More Competitive
20 years ago:
Many opportunities came through networks and referrals.
The competitive landscape was less crowded.
Today:
Boutique agencies compete with: Large global agencies Specialist consultancies Digital agencies In-house teams Freelance collectives AI-enabled providers
Our challenge to maintain a sustainable business model for the team is to never be complacent about articulating our distinctive proposition.
Technology Has Changed Everything
20 years ago:
Press releases, media databases, phones, and email were the primary tools. I still remember genuine colour separation for photos, and faxing off press releases!
Today:
AI, social listening, analytics, marketing automation, and content creation tools are increasingly central.
Clients expect agencies to understand digital platforms and emerging technologies.
We have to achieve a balance and optimisation of the right use of the right technology with in maintaining the human judgement that clients pay for.
Technology Has Gone from Support Function to Business Driver
20 years ago:
Most businesses relied on email, phones, spreadsheets, and face-to-face meetings.
IT was often outsourced and viewed as a cost.
Today:
Cloud systems, AI, cybersecurity, CRM platforms, digital marketing, and data analytics are core business functions.
Every MD is expected to understand technology's impact on growth and efficiency.
We have had to evolve from managing a business with technology to managing a technology-enabled business.
Customers Have More Power
20 years ago:
Businesses controlled much of their messaging.
Reviews and complaints were relatively private.
Today:
Social media and online reviews can influence a company's reputation overnight.
Customers expect transparency and instant service.
Reputation is now public and constantly scrutinised.
Leadership Has Become More People-Centred
20 years ago:
Leadership was often more hierarchical.
Employees generally expected to work where and when they were told.
Today:
Staff quite rightly want flexibility, purpose, wellbeing support, and opportunities for development.
Hybrid working has fundamentally changed management practices.
Successful brands have had to shift from directing employees to engaging and empowering them.
More Regulation and Responsibility
20 years ago:
Compliance requirements were generally simpler.
Today:
Data protection, cybersecurity, ESG, health and safety, employment law, and supply chain obligations demand ongoing attention.
We’ll are under scrutiny for greater governance responsibilities even for SME companies.
Purpose Matters More
20 years ago:
Most businesses were judged primarily on financial performance.
Corporate social responsibility existed but rarely drove buying decisions. It was a marketing tick box
Today:
Customers, employees, and clients increasingly assess organisations on: Sustainability Social value EDI Community impact
Success is now measured by more than profit alone.
We now help clients communicate authentic impact rather than marketing claims.
Everything Has Changed. And Yet... Plus Ça Change
Looking back over 20 years, almost every aspect of running a communications agency has changed. The channels. The technology. The pace. The expectations. The competition. The way we lead teams, measure success and demonstrate value.
And I’m certain the next five years will bring more change than the previous 20.
But perhaps the most interesting thing is what hasn’t changed.
Great communication is still about understanding people. Reputation is still built on trust. Strong businesses still need clarity, consistency and good judgement. Clients still value people who will challenge them, tell them the truth and be there when the pressure is on. And no amount of data, automation or AI can replace experience, instinct and genuine human relationships.
For a boutique agency, that is perhaps our greatest opportunity.
We can embrace technology without becoming defined by it. We can use data without losing judgement. We can move faster without becoming transactional. And we can broaden our expertise while retaining the closeness, agility and personal accountability that make specialist agencies valuable in the first place.
After 20 years, I no longer think our job is simply to communicate what a business does. It is to understand where that business is going, what matters to the people around it, where its reputation could be won or lost, and help leadership make better decisions as a result.