Time was, you were Professional Services specialists. Or Food and Drink experts. You knew your way round property. Or retail.  But the landscape is changing, and Amazon is demonstrating this more than any other brand.

They're about to take on supermarket giants as they launch a new grocery service that they say will beat everyone from Morrisons to Ocado (I'm paraphrasing, but you know what I mean.)  

Surely Amazon is all about books? Okay, hang on, CDs. Games. Er, clothes. Gadgets? Now it's food.

This means that PR agencies are going to have to seriously re-think how they market themselves, because the sectors themselves are blurring.

In many ways, this is a good thing.  After all, PR people have transferrable skills.  Yes, you might know one sector better than you know another, but ultimately, you still know how to approach the media in a way that is likely to get your client the publicity they want.  And we should embrace this shifting ground, not be afraid of it.