Today’s guest post is by Ken Jacobs. 

In the last few months of 2012, we saw a number of posts about PR firms of the future.

One, by a number of executives from various PR agencies in PR Week about what the PR firm of 2017 will look like, resulted in this sharp response from Danny Brown.

I watched this discussion with interest.

Only a few weeks before I participated in a panel with Steve Barrett, the managing editor for PR Week, on “The Future Of PR Firms” at the North American meeting of global PR network IPREX.

I had initially prepared 11 critical capabilities I believe agencies must offer or actions they must take to successfully serve their client partners in the years ahead. (more…)