There was a time when the role of agencies was to connect clients with the right people and media outlets to help spread the word. Things were simpler back then. With work tools primarily comprising a book of contact details and venues, a communication professional was set for a long and prosperous career.
However, while processes were gradually evolving to embrace the new world, the ongoing digital evolution surpassed the pace at which practitioners were operating. This forced them, within a short time, to leap years into the future to catch up with the need to fully embrace new-age mediums and their true potential and learn enough to confidently guide clients on the relevance and u
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