Change...react to change...benefit from change... profit from change...start the cycle again.

New technologies. New ways of communicating. No inertia. No blind devotion to the tried and true. As Ralph Waldo Emerson famously wrote: "Foolish consistency is the hobgoblin of small minds."

Public relations had to evolve. It had to become more potent, faster, and more effective, not just in reacting to changes in the business environment

as a whole, but in its ability to affect each audience within that environment, increase sales and revenue, and to ensure that you are ahead of the next evolutionary curve.