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.
Amazon is set to take on the supermarket giants as it launches a new grocery service which promises to allow customers to place their order at lunch and have it delivered by dinner time. The online retail giant will go head to head with high street stalwarts such as Tesco, Sainsbury's and Waitrose, Morrisons and Asda when it is announced later this week. Amazon already offers an Amazon Fresh service in several cities in the US and this week's announcement is expected to reveal where the scheme will be rolled out in the UK.