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As PR Newswire prepares to celebrate its 60th anniversary, I’ve been focused on trends in content spanning six decades. So what’s changed in the last 60 years? How about in the last three years?

For the past decade, savvy corporate PR pros have been moving toward engaging target audiences directly, using social media. That is “Retail PR.”

There are myriad reasons for organizations to change their names, including a pending merger; a lawsuit from a company with a similar name or (in many cases) the original name limits the company in the marketplace.

Sales sells stuff and PR promotes brand awareness. This antiquated way of thinking about both sales and PR is changing rapidly because of the rise of our Web-enabled, hyper-connected world and the resulting change in buyer behavior.

Augmented reality has been used in a variety of ways and isn’t limited to just using photographs. It often uses computer-generated imagery layered on top of images, whether they are stationary or moving.

Companies that continue to decline in CoreBrand’s ‘Familiarity’ ranking share a couple things in common: They have a comfortable niche in the market and are failing at raising awareness.

As more websites recognize this trend and become mobile-friendly, a snowball effect is beginning to take shape. The future is relatively clear: If your website isn’t optimized for mobile users in 2014, you will be left behind.

When we say that employees must be the center of the agency universe, we are talking about establishing something that few agencies do well: creating strong systems that can attract and retain the best in the business.

Whether it’s a smooth transition or one fraught with controversy, PR pros will likely face the same issues: How do we communicate stability and mitigate any uncertainty among employees, stakeholders and investors?

We can admit it—there are some agencies that still struggle with understanding synergies among the PR, content and creative disciplines.