PR is moving at breakneck speed… can you keep up?

October 2025: No, this is not just me trying to get Destiny Child lyrics into a blog post, but rather an exploration of what sets a PR agency apart from its competitors. Coverage, creativity, clients? You know what I’m going to say – it’s… the culture (and no, I don’t mean the office fruit bowl or free breakfast).

Those who have or currently work agency side know everything is a careful balance. In fact, I was once told that to truly excel in a role, around 60-70% of your tasks should be things you’re comfortable doing, and 30-40% should be things that really stretch and challenge you. This has really stuck with me over my last year (!) at 393, especially as I feel the benefits that come with having the right balance in place, namely, energy, motivation and the desire to keep forging ahead.

Standing still means falling behind

Balancing existing knowledge with challenging your skillset is vital in PR. Social media algorithms can change overnight, crisis management tactics that worked last year can become obsolete, and new platforms can emerge that demand entirely fresh approaches to the traditional media landscape. Agencies that prioritise ongoing education will equip their teams to anticipate trends rather than react to them, positioning clients ahead of the curve rather than rushing to keep up.

Fostering a culture of continuous learning makes all the difference. This extends beyond following industry trends or keeping up with the latest Rob Mayhew content. It means creating a culture where curiosity is rewarded, where people feel comfortable sharing and receiving feedback, and where not knowing the answer is treated as an opportunity to learn rather than a career-limiting mistake.

Make open feedback the heart of your culture

The art of the reverse brief – as one of my SAMs would call it – cannot be underestimated. Nor can the time that goes into sitting down with someone and running them through the changes you’ve made on their byline, having someone explain to you how a P&L works, or an open conversation across the desk about what to put in the email subject that will get your email opened by Isabel Berwick at the FT.

A learning culture cannot exist in a vacuum of silence – and one of the benefits of a smaller agency is we’re all working to make sure this doesn’t happen. Whether that’s ensuring everyone feels comfortable questioning established practices, or actively sharing input on campaigns.

Open feedback also strengthens client relationships. Agencies that model transparent communication internally are better equipped to have honest conversations with clients. This authenticity builds trust and positions the agency as a true partner, rather than just another agency afraid to challenge the brief – a challenge which could end up leading to a better result.

The agencies that will lead the PR industry forward are those that treat learning as an ongoing process and feedback as open to all. PR professionals deserve to work for agencies where they’ll grow, where their voices matter, and where yesterday’s approach doesn’t dictate tomorrow’s strategy.

By Amandeep Turna, Account Director