Commenting on current economic trends and impacts upon the public relations profession, Danny Rogers, editor of PR Week, writes in his editor’s column (14 November 2008):
“There may be a longer-term underlying shift towards smaller, media-neutral consultancies and freelance or pluralist working.
“Over recent years I have noticed the emergence of a number of leaner consultancies … whose model is a few experienced consultancies from different fields.
“Talk to their clients and they argue such collectives bring fresh perspectives to their business challenges and that they get a more personal service from senior consultants. Moreover these consultancies tend to be flexible, low-cost businesses. No bad thing in the current environment.”
