Why PR pros must think bigger

I recently had the pleasure of speaking at PRSA Pittsburgh’s Professional Development Day. I spoke about some of the changes that integrated marketing is having on the PR industry. The part of my presentation that drew the greatest reaction from the mostly entry-level and student attendees was when I said that the industry has to stop the incessant whining about how PR doesn’t have a seat at the table or how people just don’t “get PR.” I even shared a great quote from my friend Rick Rice that raised some eyebrows: “The PR industry is in need of disruptive change and none of this generation are even willing to try.”