Field Notes Inside an Integrated Communications Agency

I was privileged to spend yesterday hearing bold predictions and cautious expectations from communications leaders at top companies like Pepsi, IBM, Wal-Mart and J&J as well as top agencies (including Capstrat) at PRWeek's NEXT Conference.

Everyone acknowledged they don't really know what's coming next, but the excitement about the dynamic nature of our industry is a great antidote to the doom and gloom on the front pages of the business section. Our industry is looking ahead to how organizations can do a better job of engaging the audiences that matter most to their success. And, we seem to be embracing the possibility that digital media can help us better measure our value.

There were many nuggets of truth and anecdotes that caught my attention. But one stuck with me. Bill Persky, a screenwriter who has worked on timeless programs like the Dick Van Dyke Show, That Girl, Kate & Allie, said, "The time to think has been replaced by the ability to reach someone quickly." I see evidence of that everyday. I love moving fast to adapt to what's next, but I’m resolved to take more time for the lost of art of thinking.

P.S. How will digital media rewrite the future of communications? Capstrat is co-sponsoring PRWeek's NEXT Conference where CEO Ken Eudy plays a leading role. Find out more.

One thing that defines Capstrat is that we always try to be a step ahead in what’s next in the communications industry. Our expertise in public affairs defined us early on. Today, as power in the financial sector shifts from Wall Street to Washington, D.C., our clients can benefit from those political insights.

We explored the power of the Internet early on. Instead of going out and acquiring a digital firm, we built our group from the ground up, and today organizations ranging from start-ups to Fortune 500 companies look to Capstrat to help them navigate the online world.

Now Capstrat is one of seven agencies sponsoring the NEXT Conference, presented in conjunction with PR Week magazine’s 10th anniversary. On November 19 at New York’s New World Stages, we’ll look into the future with a day-long seminar about what’s next in public relations.

I’m scheduled to lead a roundtable discussion on the future of digital public affairs. Leaders from agencies such as Ogilvy Worldwide, Edelman, Porter Novelli, Ketchum, Weber Shandwick and Waggner Edstrom will lead discussions during the day.

Here’s why this is important. Think about just three years ago – 2005. Capstrat didn’t have a User Experience Designer. We didn’t have an Engagement Marketing Group. In fact, we had about half as many employees as we have today.

I submit that the reason we’ve doubled in size in the past three to four years is that we’re unwilling to serve clients today the same way we did in 2005. If we were, we’d be left behind.

We always want to be a step ahead. Not 10 steps ahead; that can be frustrating for clients, most of whom just need our help for today’s nettlesome problems.

We always want to be focused in on our clients’ “today” needs. But we also have to be mindful of what tomorrow is going to look like, too. I’m looking forward to catching at glimpse of it at PR Week’s NEXT conference on November 19.