The burgeoning consumer PR market of the last 20 years

We probably don’t talk about it enough but we’ve all benefited from the increased depth and breadth of public relations which has developed over the past 20 odd years. This change has probably been most vividly illustrated in consumer public relations. Which is why it's going to be so interesting to talk to today's guests: Charlotte Brooks MD, Mischief and Dan Deeks-Osbourn, head of strategy, Mischief as we compare consumer PR now, to 20 years ago, when Mischief was born.Mischief is one of a small band of consumer PR shops in London that have surfed the wave of creative and cultural relevance for the last 20 years. Current clients include Samsung, Just Eat, Eon, Ocado and Coca Cola. Currently 35 people work at Mischief and it is part of the MHP Group. On the show this week we talk about the evolution of consumer public relations and strategies for sustained agency success.Before we start, do check out our next PR Masterclass: AI in PR. Here are the themes:Is AI making PR more efficient, but less effective?What are the AI implementation trapsWhich media titles control ChatGPTWhy AI is winning the copyright warWhat is PR’s Missed AI OpportunityWhy AI means that you will need to redesign your PR team's workflowHow newsrooms are using AIHow are in-house PR and comms teams using AI?Check out the full speaker line-up on  https://www.prmasterclasses.com/masterclass/pr-masterclasses-ai-in-prHere is a summary of what Charlotte, Dan and PRmoment founder Ben Smith discussed on the show:What was consumer PR like 20 years ago? And how does that compare with consumer PR today?Is what made a consumer PR firm great 20 years ago, still the same today?Is consumer PR more powerful now than in 2006?Why are PR budgets not increasing in line with the increased depth and breadth of work?Why PR makes marketing distinctive.Why is most consumer PR bought by CMOs? What happened to the in-house PR managers/directors? How has Mischief managed to keep itself relevant as a consumer PR for 20 years?What's the secret of client retention for PR firms?What will consumer PR look like in 20 years time?Evolution of PR landscapeModern public relations requires integrated multi-channel strategies rather than legacy media coverage focus. Effectiveness is now proven through sales impact rather than outdated metrics.Strategy in AI eraAlgorithms and Large Language Models demand clear messaging and constant, always-on creativity. Teams must balance generalist account management with specialized expertise in content and data analysis.Agency growth and retentionLong-term client retention relies on consistent impact and transparent partnerships. Agencies must reject complacency to maintain creative standards while expanding influence within broader marketing departments.