Many major PR agencies have stopped calling themselves PR agencies. Now they are integrated communications firms. The transition is subtle, but it says a lot about the evolution of PR. As we know, the business of PR has changed radically during the last 10 years, as the number of communications tools and methods of delivery at our disposal have multiplied. Chief among these is the ability to create content, in many cases bypassing third-party editors to get out our story to the world.