People often say that PR agency people can’t do PR for themselves. I don’t think it is that we can’t — we just prefer staying focused on our clients. However, there are times a PR agency owner has to stop and think of her firm as if it is a client’s organization.

That’s exactly what my friend and fellow Counselors Academy executive committee member, Rebecca Mosley, did when her agency joined forces with another firm. This article, called Communicating Your Brand from the Inside Out,  appeared in PRSA’s Tactics last month. It details the steps Rebecca and her team at Duo PR merged with Impress Labs. My favorite part is how employees participated in developing the new brand as the two groups became one.

As a member of PRSA‘s Counselors Academy executive committee, I’ve been collaborating with Tactics editor John Elsasser for several months as a liaison of sorts to secure contributors for the publication’s monthly column called “Changing Times.” The column was started by Michael Herman, APR, Fellow PRSA, friend and mentor to many. There was no one better than Mike to write about changes in the public relations industry, but his only published column appeared in January 2015, the same month he unexpectedly left this world. Since then, members of PRSA’s Counselors Academy have been contributing their thoughts on the evolution of our profession.

Want to know more about Counselors Academy and its members? Read our previous posts here.