Back when CEO Brandon Bryce launched our agency in 2005, the world of communications looked radically different: mainstream media still anchored the information landscape, iPhones didn’t exist and Facebook was still a college experiment. And the “creator economy”? In 2005, that would’ve sounded more like a band name than a multibillion-dollar industry.
Two decades later, our industry has transformed – from the platforms we pitch to the speed of the news cycle and the expectations audiences place on brands. As we celebrate our 20-year anniversary, we’re opening a metaphorical time capsule to revisit the trends that shaped PR then and how they’ve evolved into the strategies we rely on today.
From personal blogs to power influencers
Then (2005): Blogs on Blogger and WordPress were exploding. Niche writers held real sway over audiences across tech, fashion and more, and PR pros were just learning to pitch them like media – sending products, building relationships and beginning to figure out this new digital landscape.
Now (2025): That grassroots blogging scene has grown into a multibillion-dollar influencer ecosystem. Independent journalists and creators are now essential storytellers, driving campaigns with analytics, contracts and platform-native content that is shaping culture and delivering measurable business impact.
From media gatekeepers to digital-first news
Then (2005): The morning paper still landed on the driveway, and traditional print and broadcast outlets reigned supreme. Deskside journalist briefings, media tours and perfectly assembled press kits were core PR tactics for engaging with reporters. The ultimate win? A standout feature story in a major mainstream outlet.
Now (2025): Newsrooms are getting smaller but the information cycle is moving at warp speed in today’s digital-first news landscape. While traditional outlets still matter, brands now rely on an integrated mix of earned, owned and social media channels to reach target audiences. The modern news cycle moves fast, and so do we.
From press releases as a strategy to a supporting role
Then (2005): Press releases were foundational for every PR strategy, and wire services were the main tool for distribution. The concept of an SEO-optimization release was new, and multimedia additions were rare, if not unheard of.
Now (2025): Releases are multimedia-rich and optimized for digital and social channels. They remain valuable, but they’re now one component of a broader, integrated communications strategy that pairs text with visuals, video and analytics to reach audiences – not just journalists – wherever they consume information.
From social curiosity to social priority
Then (2005): MySpace dominated, Facebook lived on college campuses and YouTube had only just launched. Twitter (now X) didn’t even exist! Brands treated social media more as an experiment rather than a core marketing investment.
Now (2025): Social media holds a critical place in the PR and marketing mix, driving real-time engagement, community building, crisis response and creator partnerships. Brands actively shape conversations and connect with global audiences 24/7 across their social platforms.
From slow-building issues to real-time crisis response
Then (2005): Without smartphones or social media, crises unfolded slower. Brands had more time to gather facts, craft statements and monitor coverage.
Now (2025): Crises can go viral in minutes… gosh, even seconds. Real-time monitoring, social listening and pre-built response plans are essential as brands navigate an environment where public perception can shift instantly.
Looking back at 2005 is both nostalgic and eye-opening. Blogging, social media, digital streaming and other staples of today’s media world were only beginning to emerge – but ultimately transformed how stories are told, how audiences engage and how brands are built.
As we celebrate 20 years, we’re proud of how we’ve grown alongside the evolving media landscape: embracing new platforms, elevating new storytellers and guiding clients through an increasingly complex PR world. If the past two decades has taught us anything, it’s that innovation never stops – and neither will we!