Agency for the Future
Fred Cook is Chief Execu>ve Oﬃcer of GolinHarris
• Been with the agency since 1986 and served as managing director of the western region and chief client oﬃcer • Managed strategic planning and brand marke>ng campaigns for various companies • Orchestrated public aﬀairs and handled crisis management programs • Developed research-‐based brand posi>oning campaigns • Developed numerous interna>onal public rela>ons programs • Created the country’s premiere kids’ marke>ng prac>ce, responsible for youth-‐oriented campaigns • Member of The Economic Club of Chicago, The Execu>ves’ Club of Chicago, Public Rela>ons Seminar and The Arthur W. Page Society
WHAT DOES THE FUTURE LOOK LIKE?
Sources Speed Connectivity Integration 4
Wall Street Journal
NBC Nightly News
Rising NYTimes Twitter
Average American = 8 Sources 5
Pitch to Placement
New York Times
NBC Nightly News
KTLA (Local News)
Huﬃngton Post Mashable CNBC.com YouTube TwiYer
1 Day 1 Day 1 Day 5 Hours 1 Hour or Less
99% of blogs link to traditional media 50% of stories on Twitter originate with traditional media 56% of reporters use social media as a resource 89% use blogs 98% of U.S. TV news outlets air Internet video 44% of Americans rely on friends as â€œnews directorsâ€? 7
WHAT CLIENTS WANT
WHERE GH NEEDS TO GO Traditional Public Relations Communications Partner
Holistic Engagement Business Partner
AGENCY FOR THE FUTURE A holistic communications firm designed and built to win
in a complex digital world.
STRATEGIES Expand integrated marketing capabilities Transition from generalist to specialist focus Invest in training and technology Make strategic acquisitions and partnerships Simplify billing structure Redesign agency model
MD EVP SVP VP AGS AS SAE AE AAE AC
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Seniority-based Redundant Irrelevant
NEW MODEL -
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• Idea Generators
• Content Creators
STRATEGISTS • Big Picture Thinkers • Practice Leaders • Data-driven
• Business-minded • ROI Drivers
• CRLs/Account Managers • Multi-Disciplined Collaborators • Flawless Executors • Change Agents 16
• Traditional Media Experts
• Social Media Experts • Trend Drivers • 24/7 Mission Control • Virtual Network
Premeditated evolution or intentional change.
COMPETENCIES ACROSS THE FOUR ROLES Strategist Future Focused Business Minded Data Obsessed Provocative Logical Versatile Learner Dot Connector Disciplined
Catalyst Determined Motivating Highly Collaborative Problem Solver Detail Oriented Politically Savvy Growth Driver Change Agent
Creator Ambiguity Navigator Creative Inspiring Innovative Curious Risk Taker Storyteller Highly Visual/Verbal Connector Media Savvy Informed Convincing Live Online Trend Watcher News Junkie Nimble Persistent
STRATEGIST SNAPSHOT You like to learn from the latest industry/demographic reports, annual reports and analyst calls
Youâ€™re not afraid to challenge conventional wisdom or suggest something new
You understand or know how to get to the thorny underlying issues that keep clients awake at night
You know, track and project key industry trends using the latest research and tools
You love to find solutions to complex problems
You are a quick study of unfamiliar industries and new concepts
You use data to drive your decisions and quantifiable results to measure success
You distill abstract information into compelling insights that your team easily understands
CREATORS SNAPSHOT You know how to pull the best ideas out of people and shape them into something that works
You embrace what’s original and different and want to apply it to your work
You find inspiration in unexpected places and are always looking to expand your perspective
You love to surprise clients with ideas and concepts that “wow” them
You like to try new things and your two favorite words are “what if”
You are comfortable making decisions without all the information
You are brilliant at bringing insights to life in a way that connects with people
You can take an idea and translate it into compelling words and/or images
CONNECTOR SNAPSHOT You know how to shape great content and sell a story
You are immersed in the online culture and use digital tools to manage your life
You pay constant attention to what’s going on in the media – online and off
You always know what’s new and what’s next
You’ve built media relationships over time and know what reporters and bloggers need 22
You are conversant with the latest digital technologies and social media applications
You are always exploring new ways to get exposure for your client in traditional and social media
You know how to navigate the dynamics of a media campaign in real time
CATALYST SNAPSHOT You like to work with people outside the group or agency to deliver the best possible thinking to your clients
You have the ability to anticipate and solve problems for your clients and teams
You lead by example and inspire people to do their best work and exceed clientsâ€™ expectations
You are hell-bent on getting clients the absolute best results
You have remarkable organizational skills and love knowing everything is on time, on budget and of the highest standard
You understand how to get things done in your clientsâ€™ organizations
You carry a sense of urgency in your day-to-day work, which empowers positive changes
You are always looking for opportunities to build the business
ASSESSMENT PROCESS 1 Fred (via video) explains the AFTF vision and introduces the assessment process.
5 Employee completes and submits Self Assessment.
Group Directors recommend specialty group placement for each employee based on discussions.
Group Directors meet with each employee to discuss role and responsibilities in AFTF.
MDs or Group Directors hold meetings to explain how the process will work.
Self Assessment is â€œscoredâ€? and sent to Group Director for review.
Group Directors develop shortand long-term staffing plan for each account to fill gaps.
MDs consolidate group plans into an analysis and forward plan to office.
MDs distribute Self Assessment to all employees electronically.
Group Director meets with each employee to discuss Self Assessments and add his/her perspective. Final decisions are not made at this time. MDs & Group Directors meet and review recommended staffing plan and finalize role for each employee.
AFTF staffing plans sent to Corporate to develop company-wide outlook.
SPECIALIST COMMUNITY LEADERSHIP GREG SENDI
STEPHEN JONES NICOLA MOORE
JEFF BERINGER JIM DOWD ALAN PARKER
CONNECT AND DEVELOP COMMUNITY MEMBERS Lead global collaboration
Facilitate specialist training
Drive best practice adoption
Create new services
Establish thought leadership
STRUCTURE & TITLES Â
STRATEGISTS Executive (Function) (Function) Director Sr. (Function) (Function) Associate (Function)
CATALYSTS Executive Director Director Sr. Manager Manager Associate
CONNECTORS Executive (Function) (Function) Director Senior (Function) (Function) 27
CREATORS Executive (Function) (Function) Director Senior (Function) (Function) Associate (Function)
• Introduc>on to Planning • The Business Case for PR • Brand Gauge (Intro & Advanced) • ROI Modeling
• Reading lists • Online modules • Audioﬁle trainings • CMG webinars 28
• KRC Measurement • Forrester • Google Trends • Radian 6 capabili>es • IPG Center for Marke>ng Intel
• PRSA Communica>ons Planning & Measurement seminars • Ins>tute for Public Rela>ons (IPR) Measurement Summit
TECHNOLOGY & TOOLS
Real-‐Time Engagement Centers 29
Overview Forward-thinking approach focused on speed and media diversity Always-on hubs with the latest monitoring and outreach technology More rigorous media planning process Optimized specialist team to spot and act on opportunities Dynamic merchandising tools to keep clients informed + engaged
GolinHarris idea harvesting system Allows every Catalyst, Creator, Strategist and Connector to solicit more thinking Can be expanded and opened to distinct panels of influencers
g4 Community Collaboration Networks Facebook-style collaboration networks help global teams work together seamlessly Customized virtual networks serve as the home for specialist communities online Members share best practices and insights, learn and solve client challenges together Dedicated networks established for Catalysts, Connectors, Creators, Strategists 32
PROPRIETARY PRODUCTS NEW CAPABILITIES
NEW PRODUCTS AND SERVICES • Marketing Mix Modeling • Social Media Measurement • Integrated Planning Platform • Proprietary Research • Trend Analysis
• Outlook Forecasting • Integrated Marketing • Best Practice Delivery 34
• Software Development • Digital Production • Branding • Crowdsourcing • Advertising
• Global Monitoring • Real-Time Analysis • Transmedia Story Engines • Mobile Applica>ons • Custom Client Blogs
The Launch | June 15, 2011
most popular business article Re-tweeted
“I definitely think this model will work and it could finally herald the movement of PR into a broader comms role.” Francis Ingham, Chief Executive, PRCA “I welcome the move. For too long PR consultancies have been held back by employing too many ‘jacks of all trades.’” Danny Rogers, Editor-in-Chief, PRWeek UK “It is easy to be cynical about such initiatives, but on balance I believe it is a genuine attempt to reshape for a future that will involve competition from many quarters outside the traditional PR sector.” Steve Barrett, Editor-in-Chief, PRWeek US
“Great coverage and fabulous bold moves for GH! So glad to see some PR industry leadership in these critical areas where we need to compete.” Julie Winskie, Porter Novelli
“Is their model perfect? Truth is they don’t know yet but we’re at the start of a restructuring of the PR sector, so other agencies are bound to follow.” Ben Smith, prmoment.com
O P I N I O N P O L L
SOME QUESTIONS FOR ACADEMIA • What will tomorrow’s workforce look like? • Is there s>ll a role for tradi>onal PR majors? • Should specializa>on be encouraged? • Are technology skills cri>cal for success?
Questions? Please submit your ques>ons via the Chat func>on on WebEx or ask them over the conference line
• To ask questions via WebEx:
1. Using the chat function on the right side of your screen please type your question and send to the host, Sophie Parr
• To ask questions via conference line 1. Using the “raise hand” icon please raise your hand before unmuting your line 2. When the host calls your name you can unmute your line and ask your question
Presentation Archive The audio portion of this webcast and slides will be posted to the Plank Center Website at: plankcenter.ua.edu > webinars
GolinHarris CEO and President Fred Cook discusses the firm’s new G4 model called Prevolve and the factors that led to the restructuring of t...