Public relations professionals love to revel in a big story. Those two pages in a trade magazine with a killer photo and fantastic placement can make your week – maybe even your month. And a five-minute segment on national television? Oh, that carries bragging rights for at least a year!

Think of all those times you’re sitting in a professional development session, waiting for the keynote address. The bio always includes “[SPEAKER] has been quoted in The New York Times, The Wall Street Journal, MSN.com and Good Morning America.” (This is even better, because now someone ELSE is touting your successful placement!)
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Marketing firms have to be constantly evolving, but the problem is that they all share one common problem. The lack of time. Heck we all share that problem. Billable work, client requests, and necessary tasks require a majority of our time. The remainder of that time is catching up, and just breathing a little. So how does one stay up on the latest trends?

Bottom line is that agencies have to make the time. They have to find ways to experiment, and make innovation a part of their culture. Easier said than done right? If you look at some of the most innovative companies there is probably something they all do right. They analyze what they are doing now, and use that insight to look at the future. If Apple rested on it’s laurels when it launched the iPod 8 years ago (yes it was that long ago) and just rode that success would they be where they are today? No, they would be forgotten.
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