PR environment is constantly changing and evolving. PR approaches are shifting from singular methodologies to integrated communication. Messaging remains the key, but methods of delivering the message varies firm to firm. In last five years, communication and PR industry have witnessed drastic changes and many agencies have bubbled up, cluttering the market. Today, brands have become conscious and selective in hiring a PR agency , they weigh the track record, innovations, bandwidth and most importantly what plan does an agency create for them that will help in recall value of their brand to the targeted market. With such fierce competition, PR agencies must always up the game, to be considered a top PR agency in India, the agency must constantly churn out ways to be unique, effective and solve a broader business objective rather than just a temporary patch.  In current, times brands look out to collaborate with agencies on a long-term basis only if they the agency has been consis