Things are changing

For more than 60 years the PR industry has used the media as a proxy to reach audiences. It has matched audiences with media titles and created editorial content with the hope of persuading journalists to write copy. But hope isn't much of a strategy is it?

Media fragmentation fuelled by the internet has changed the ability of brands to create, sustain and change influence. Understand your audience intimately and you can work out how best to be influential.

Then with the most effective media you can reach them, and with the most effective content you can influence them far better. Hope becomes certainty.

That means moving beyond broadcasting messages at people to sustained audience engagement. And to where influence can be most powerful and most measurable - active audience participation with the brand's story.

Your brand's story played out not just before your audience, but with your audience.

From broadcast to engagement to participation. It's what Speed does. And it's the future of true public relations.