#apexpr

On the occasion of APEX Public Relations' 15th anniversary, our people share their answers to the question: How has PR changed in 15 years?

"15 years ago, Facebook, Instagram, Twitter, Pinterest, YouTube, Tumblr, Flickr, Blogger, Digg, and social media generally did not exist."

"The way content is created. Brands are able to create their own content rather than having to go through publications."

"The way we interact with media. We can follow them on Twitter, see what they're posting on Instagram and Facebook, and tailor our pitches accordingly."

"We faxed press releases to newsrooms." 

"Mobile phones, laptops, and text messages were not the norm: connectivity, always-on communication and speed-to-market now define public relations."

"We compiled monster clipping binders for clients." 

"We actually pitched and negotiated story ops over the phone and in-person." 

"Only 2% of us had a cell phone in the late '90s."

"We measured media coverage using ad values instead of MRP."

"It’s now a recognized profession."

"Less focus on traditional media channels, and more emphasis on participating in the social world."

"Many more media outlet to get a client’s story told, way fewer media people to help with the story-telling."

'The art and science of influencing people has evolved into mastering social media."

"It’s not just about media relations anymore – PR people do social media, experiential marketing, sponsorship, product placement, advertorials, strategic planning, and a whole lot more."

"Fewer publications and more and more cutbacks on pages and circulation of newspapers/magazines. It requires the PR practitioner to be even more creative in their pitches and angles to grab a journalist’s attention."

A note from our CEO:

15 years. How did that happen? One minute I was moving into our 1,000 square foot sublet on Bloor Street by myself and the next planning for our new move to 10,000 feet of open concept space at Bloor and Sherbourne. While we’ve stayed in the same 'hood, a lot has changed.

We are 30 people strong with a myriad of talent. Their expertise has grown exponentially – it’s not just about media relations anymore. We have experts in social, experiential, CSR, digital, event planning and reputation management. We’ve moved from counting clippings to measuring the impact through MRPs, a system that was born at APEX. And while we’ve always been a very social group, that word has taken on a new meaning, now integrated into everything we do for our clients and for our firm.

But a lot has stayed the same. When we met to celebrate our anniversary the other day, the chorus is the same one I have heard over and over again. Fabulous people. Amazing clients. Challenging work. And that doesn’t just happen…we’ve worked hard to sustain that culture.

We started with name brands – Netscape, Fuji, BMO and Adobe in year one and continued to build that brand experience throughout the years with prestigious clients such as Absolut, Coca-Cola, Coty, Johnson & Johnson, Kellogg’s, Levi’s, Molson, Nestle, Samsung, UPS and Walmart.

And we successfully transitioned our leadership as I stepped back to focus on philanthropic initiatives. APEX is expertly led by our President Linda Andross with support from the best agency management team in the city.

I don’t usually brag, but there is an amazing dynamic at APEX and it hasn’t wavered for 15 years. I couldn’t be prouder.