Scalability and specialization are two trends shaping the PR agency landscape, and failure to embrace one or the other may determine which independent firms survive or die, according to Aussie agency leader Jocelyn Hunter below.

Couldn't agree more, for all the reasons she cites - but the need to choose a path is not limited to small, independent or Australian agencies. And we may need to choose both.

Large network agencies also need to take full advantage of their size for the benefit of their talent and clients: career opportunity for the former and value for the latter.

They also need to offer an array of specialist services on par with the boutiques or risk consignment to generic commodity assignments, like press office management.

So maybe it's get big AND focused?