Some of Washington’s hottest law and lobby firms are bringing public relations professionals in-house as they seek to influence Capitol Hill and the administration, reports The Hill.

The Hill’s report, in part, also added:

” Offering PR services, many in the industry say, has become a necessity in an era when controlling the media message is just as important to clients as cultivating relationships.

“”This is not your father’s lobbying anymore,” said Ivan Adler, a principal at the McCormick Group. “It’s a whole different ballgame.”

“Adler, who works as a K Street headhunter, says he is fielding more calls from law firms, lobbying firms and industry groups that are looking to add public affairs capabilities.

““They’re looking to reach other audiences besides lawmakers, and that’s what public affairs is about,” he said.”

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