GolinHarris CEO and President Fred Cook discussed the firm's new G4 model called Prevolve and the factors that led to the restructuring of the agency. "We're breaking away from traditional agency silos," Cook said in announcing the new model. "We've replaced the standard, seniority-based hierarchy with global teams of dedicated specialists who are embedded in every account. As our world evolves, so, too, do the needs of our clients. Now, more than ever, clients value smart people who can provide actionable insights into their business."
2.
• 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
Fred
Cook
is
Chief
Execu>ve
Officer
of
GolinHarris
5. 55
Today -10
USA Today -7
LA Times -15
Letterman -7
NY Times -8.5
Newsweek -41
MySpace -13
NBC Nightly News -5
CNN -10
Today.com +110
Wall Street Journal +.5
People.com +59
More magazine +16
NYTimes Twitter +2.8 m
Facebook +100
YouTube +55
Twitter +200
Nightline +11
SOURCES
Rising Falling
Average American = 8 Sources
6. Media
Pitch
to
Placement
Fast
Company
Nightline
Time
Today
Show
New
York
Times
NPR
NYT.com
NBC
Nightly
News
CNN
AP
NYT
Blog
KTLA
(Local
News)
Huffington
Post
Mashable
CNBC.com
YouTube
TwiYer
5
months
3
months
1
month
3
weeks
2
Weeks
2
Weeks
1
Week
1
Day
1
Hour
or
Less
2
Weeks
1
Day
3
Days
2
Days
1
Day
2
Days
5
Hours
1
Week
SPEED
7. 77
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 “news directors”
CONNECTIVITY
12. WHERE GH NEEDS TO GO
Generalists
Communications Partner
Traditional
Public Relations
Traditional Media
Business Partner
Adaptable
Specialists
Holistic Engagement
Multi Media
US Centric Global
1212
13. A holistic communications firm
designed and built to win
in a complex digital world.
AGENCY FOR THE FUTURE
1313
14. 14
Redesign agency model
Expand integrated marketing capabilities
Transition from generalist to specialist focus
Invest in training and technology
Make strategic acquisitions and partnerships
Simplify billing structure
STRATEGIES
14
19. 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
19
20. STRATEGIST SNAPSHOT
20
You distill abstract
information into compelling
insights that your team easily
understands
You understand or know how
to get to the thorny
underlying issues that keep
clients awake at night
You are a quick study of
unfamiliar industries and
new concepts
You know, track and project
key industry trends using the
latest research and tools You use data to drive your
decisions and quantifiable
results to measure success
You like to learn from the
latest industry/demographic
reports, annual reports and
analyst calls
You’re not afraid to challenge
conventional wisdom or
suggest something new
You love to find solutions to
complex problems
21. CREATORS SNAPSHOT
21
You are comfortable making
decisions without all the
information
You like to try new things
and your two favorite words
are “what if”
You are brilliant at bringing
insights to life in a way that
connects with people
You embrace what’s original
and different and want to
apply it to your work
You love to surprise clients
with ideas and concepts that
“wow” them
You can take an idea and
translate it into compelling
words and/or images
You find inspiration in
unexpected places and are
always looking to expand
your perspective
You know how to pull the
best ideas out of people and
shape them into something
that works
22. CONNECTOR SNAPSHOT
You are immersed in the
online culture and use digital
tools to manage your life
You know how to shape
great content and sell a story
You always know what’s new
and what’s next
You pay constant attention to
what’s going on in the media
– online and off
You know how to navigate
the dynamics of a media
campaign in real time
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’ve built media
relationships over time and
know what reporters and
bloggers need
22
23. CATALYST SNAPSHOT
23
You are hell-bent on getting
clients the absolute best
results
You have the ability to
anticipate and solve
problems for your clients and
teams
You understand how to get
things done in your clients’
organizations
You lead by example and
inspire people to do their
best work and exceed
clients’ expectations
You have remarkable
organizational skills and love
knowing everything is on
time, on budget and of the
highest standard
You carry a sense of urgency
in your day-to-day work,
which empowers positive
changes
You like to work with people
outside the group or agency
to deliver the best possible
thinking to your clients
You are always looking for
opportunities to build the
business
24. ASSESSMENT PROCESS
Group Directors develop short-
and long-term staffing plan for
each account to fill gaps.
Group Directors recommend
specialty group placement for
each employee based on
discussions.
MDs & Group Directors meet
and review recommended
staffing plan and finalize role
for each employee.
987
Fred (via video) explains the
AFTF vision and introduces
the assessment process.
MDs distribute Self
Assessment to all employees
electronically.
MDs or Group Directors hold
meetings to explain how the
process will work.
1 32
Self Assessment is “scored”
and sent to Group Director for
review.
Group Director meets with
each employee to discuss Self
Assessments and add his/her
perspective. Final decisions
are not made at this time.
Employee completes and
submits Self Assessment.
654
Group Directors meet with
each employee to discuss role
and responsibilities in AFTF.
MDs consolidate group plans
into an analysis and forward
plan to office.
AFTF staffing plans sent to
Corporate to develop
company-wide outlook.
10 1211
24
25. GREG SENDI JAMES KELLY
STEPHEN JONES JEFF BERINGER
25
SPECIALIST COMMUNITY LEADERSHIP
NICOLA MOORE JIM DOWD
ALAN PARKER
26. CONNECT AND DEVELOP
COMMUNITY MEMBERS
Lead
global
collaboration
Facilitate
specialist
training
Drive best
practice
adoption
Create new
services
Establish
thought
leadership
26
27. CATALYSTS
Executive Director
Director
Sr. Manager
Manager
Associate
CREATORS
Executive (Function)
(Function) Director
Senior (Function)
(Function)
Associate (Function)
CONNECTORS
Executive (Function)
(Function) Director
Senior (Function)
(Function)
Associate (Function)
STRATEGISTS
Executive (Function)
(Function) Director
Sr. (Function)
(Function)
Associate (Function)
27
STRUCTURE & TITLES
28. Strategist
TRAINING
28
• PRSA
Communica>ons
Planning
&
Measurement
seminars
• Ins>tute
for
Public
Rela>ons
(IPR)
Measurement
Summit
• Reading
lists
• Online
modules
• Audiofile
trainings
• CMG
webinars
• KRC
Measurement
• Forrester
• Google
Trends
• Radian
6
capabili>es
• IPG
Center
for
Marke>ng
Intel
• Introduc>on
to
Planning
• The
Business
Case
for
PR
• Brand
Gauge
(Intro
&
Advanced)
• ROI
Modeling
g4
Partner
Outside
Self
30. 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
30
31. 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
3131
32. 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
34. • Marketing Mix Modeling
• Social Media Measurement
• Integrated Planning Platform
• Proprietary Research
• Trend Analysis
NEW PRODUCTS AND SERVICES
• Software Development
• Digital Production
• Branding
• Crowdsourcing
• Advertising
•
Global
Monitoring
• Real-Time
Analysis
•
Transmedia
Story
Engines
•
Mobile
Applica>ons
•
Custom
Client
Blogs
• Outlook Forecasting
• Integrated Marketing
• Best Practice Delivery
34
39. “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
“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
“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
39
41. SOME QUESTIONS FOR ACADEMIA
41
• 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?
42. Questions?
• 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
Please
submit
your
ques>ons
via
the
Chat
func>on
on
WebEx
or
ask
them
over
the
conference
line
43. Presentation Archive
The audio portion of this webcast and slides will be posted to
the Plank Center Website at: plankcenter.ua.edu > webinars
43