By Mike Myatt, Chief StrategyOfficer, N2growthMuch to the chagrin of traditional PR firms, thepractice of public relations is changing faster than most firms cankeep pace with. If the image to the left even remotelyresembles how you feel when you interact with your PR firm, thenit's time to rethink things...Traditional firms whodefine their practice by writing press releases andconducting media pitches are seeing clients jump ship faster thanpoliticians can sling mud. PR firms that "get it" have surpassedadvertising agencies moving into the forefront ofbrand building, digital marketing, social mediamarketing, reputation management, and influence peddling.In this week's column I share my thoughts on the changinglandscape of public relations...In today's ultra competitive globaleconomy, the battle to win the hearts and minds of very broad anddiverse constituencies has never been more critical orchallenging. Savvy corporate clients are no longer settlingfor old school PR, and have mandated that both the strategy andtactics of PR evolve to meet the fluidity of marketdemands. Public relations is no longer about agency internsand thirty-something staffers pitching a story idea, or attemptingto book a speaking engagement. Rather PR done right has everythingto do with a new generation of influence agents who leveragerelationships to open doors and markets, create buzzacross mediums and geographies, who carefully protect and managereputations, and who build dominant personal and corporatebrands. A good PR initiative in today's worldtranscends media relations...It enables the achievement ofclient business objectives through whatever ethical meansare required to get the job done while increasing brand equity inthe process. If your PR firm cannot break through politicalbarriers via lobbying efforts, help facilitate joint ventures andstrategic partnerships, manage personal or corporatereputations online, and build a dominant brand then you have thewrong agency on retainer.I'm always amazed at the substantialbudgets companies expend with PR firms who not onlyfail to deliver, but who actually tarnish their client'sbrand. The market is fraught with recent examples ofsophomoric efforts on the part of name brand PR firms whohave flubbed blogging and social media initiatives,mismanaged publicity stunts, crossed ethical boundaries, andotherwise have placed their clients in untenablesituations. The bottom line is that when it comes toprotecting and advancing your brand through the creation andexecution of sound business opportunities, don't just buy into apitch from an old-line agency that has not proven that they havetransitioned their practice to the realities of the currentbusiness climate. In the final analysis when it comes toselecting a PR firm don't buy a pitch, be sold on a brand, or eventhe brands that an agency has represented in the past. Ratherlook at the recent growth of the agency while considering whoyou want as a strategic business partner, who understands yourbusiness objectives, and who can deliver the results...