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Innovation is essential for the PR industry as it continues its evolution. PRWeek profiles five agency executives whose ideas could have an effect far beyond the reach of their agencies
Todd Defren
Principal, Shift Communications
“Let’s screw up intelligently,” Todd Defren dares the industry.
Defren envisions a PR industry that is willing to take risks - and perhaps make some mistakes - to get things right.
I’d like to see us experiment more,” he adds.
And the industry may not have a choice. As media grow increasingly sophisticated, Defren believes bad PR - e-mail blasts, unsolicited attachments, and uninformed press releases - will disappear.
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