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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 20AGENCIES: Managing a Global Communications Firm

Ray KotcherSenior Partner and Chief Executive OfficerKetchum

We are living in revolutionary times. Literally.

We see entrenched leaders overthrown and societal structures profoundly, sometimes radically, transformed. These tectonic shifts have many underlying sociopolitical causes, with nuances as varied as the history and culture of whichever group we are examining. However, as communicators, we cannot help but see a strikingly common thread in each transformational moment—the power of ideas, the ability to share them in real time and the opportunity to engage with people and mobilize them. This power is literally at our fingertips, just a click away, and it brings consequences that only ...

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