By Simon Erskine Locke, Founder & CEO, CommunicationsMatch^TM      Time waits for no one.  It is easy to get complacent, do a Rip Van Winkle, wake up and find the world has changed around us.New technologies and communications channels have driven more change in the last 10 years than the last 100.  In our increasingly fragmented and competitive digital communications world, we need to be able to leverage a broader array of capabilities than ever before to meet our clients’ goals.Having spent 25 years in senior corporate communications roles, I know first-hand how quickly skills become dated.  I also know the monumental effort required to catch up and be at the bleeding edge of communications practice and technology.PR agencies and professionals risk becoming irrelevant without constant evolution.  It takes work to stay relevant.  And for communicators, it requires us to understand that our core writing, story-telling and PR skills are table stakes.Clients are looking for experts in a range of disciplines and the ability to deliver integrated communications solutions.For this new world, I founded CommunicationsMatch, a matching search engine aimed at helping companies find communications experts with multi-disciplinary skill sets, around the world.  We have one goal – to connect companies looking for communications support with the experts who can grow and protect their brands. We believe that making it easier to find complementary companies and professionals will open the market to both niche and regional experts as well as larger, cross-practice, organizations.We are reinventing the way clients find communicators and creating new ways to engage with the industry.  In this process, I reinvented myself.  So with hand on heart I can say that at CommunicationsMatch we are walking the talk.[author]About the Author: Simon Erskine Locke is Founder & CEO of CommunicationsMatch^TM a world-leading communications-focused matching search engine.  With more than 4,500 U.S. and International agencies and professionals listed, it is a go-to resource for businesses seeking communications services providers with expertise in areas including: public relations, internal communications, government affairs, investor relations, content marketing, social media, SEO, website development, photography and video.  Prior to founding CommunicationsMatch, Locke held senior Corporate Communications roles at Prudential Financial, Morgan Stanley and Deutsche Bank and founded communications consultancies.  [/author]