Though we recorded this the afternoon of game six, the Blackhawks won the Stanley Cup that evening! Go Blackhawks! The parade was yesterday and more than two million people descended on Soldier Field (which only seats 61,500) to celebrate with the team. There is something to say about Chicago and its sports teams: We love them here. This week, we’ve added a new feature on the show called IPR Must Knows. It will be an ongoing feature and we’d love for you to participate. Use the hashtag #iprmustknow if there is a story you’d like us to cover. We’ll add it to our list! And this week… IPR Must Knows Twitter announces you can send DMs longer than 140 characters starting on July 1. Facebook has changed its algorithm to put more placement on the things where you spend the most time. Creepy or cool? Joe wrote a nice piece about it. A new Flipboard-like app is coming to Apple this summer with the new iOS9. The Industry Must Change The meat of our show is about the industry that needs to change. And it’s not just PR, it’s advertising, too. On Medium, Gareth Kay talks about the advertising agency model that is dying and about it’s evolution. On his own blog, Stephen Waddington talks about the PR industry and the lack of evolution. Both of these, of course, are not new conversations, but we acknowledge there has been a remarkable period of change and it’s time for everyone to grow, innovate, and produce. This could mean we recommend things where we don’t have expertise. For instance, communicators may recommend paid media. Advertisers may recommend inbound marketing. And marketers may recommend earned media. The evolution is not only about incorporating new tactics and new technologies, but also about doing what’s best for the organization…not what’s in your own best interest. We’d love to hear what you think. Send us an email or an audio comment to firstname.lastname@example.org, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini Dietrich, Joseph Thornley, and Martin Waxman on Twitter. And we have a favor to ask: if you like this podcast, please rate us on iTunes.