One benefit of engaging with industry groups like the PRCA in the UK is the opportunity to meet people from agencies of all kind of sizes and areas of focus.
And a benefit of that is the realisation that big ideas can from small (or in this, case, mid-sized, agencies).
Stir PR has produced To Be Human, a research report on the importance of empathy in communications activity, well worth a read.
Reports like these - and an agency's willingness to share them - speaks to the increasing professionalization of an often unruly community, and confirms that size isn't everything when it comes to though-leadership.
(I have no business connection with Stir PR, although Jo Seymour-Taylor and I got really sick together in Tanzania once...).
Stir PR has conducted a piece of research into the change in information consumption in the Digital Era, developed in collaboration with cognitive neuroscience research lab THECUBE London.