One thing that not many people are aware of is that over time the public relations field has actually changed. In fact over the past decade the PR industry has been adversely affected because of their old school practices, which means they have been harmed because they have not changed they way that they have done business. The reason for this is that those old practices are so ingrained in the industry's culture and its archaic business model that they're difficult to shake. So what some PR firms are doing is they are opting to break the old PR model of deep hierarchies, big egos, and humongous retainers. The reason for this is that these firms are beginning to realize that seasoned professionals with strong business backgrounds will take the PR bull by the horns. And these firms have actually realized that if they are going to stay in business they are going to need to change how they do business. The PR firms who insist on doing things the old fashioned way are not going to make it for much longer.