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Future Of PR: From Generalists To Specialists [Video]

Golin Harris is breaking the traditional PR model by moving from generalists, who can do a little bit of everything, to specialists who can focus and...

Catherine Fulton
Catherine Fulton on August 2, 2011.

Yesterday we featured the PSFK partnership with PR agency Golin Harris in order to highlight the company’s belief that an agency must be ready for CONSTANT EVOLUTION. Today, as video 2 of the 5 part series debuts, we take a deeper look at how Golin Harris is breaking the traditional PR model by moving from being an agency of generalists, who can do a little bit of everything, to specialists, who can focus and excel in one thing to give clients exceptional service. This shift, known as the G4 model, has attracted new people from diverse and specialized backgrounds who previously would not have fit in to the traditional PR agency structure.

The G4 model is broken into 4 communities of specialists, which have been defined by Golin Harris as:

Strategists: Business analysts who understand the forces that will impact a client’s future. Armed with the latest research, they discover insights that inspire campaigns and employ proprietary analytics to measure their success.

Creators: Bold thinkers who are gifted at generating game-changing ideas. They are also consummate storytellers who design and produce the content to bring those stories to life.

Connectors: Channel experts who engage consumer and business audiences through 15 distinct touch points. Linked across borders, they merge social and mainstream media channels to share compelling stories.

Catalysts: Change agents who drive the integrated execution of client campaigns. They work across all disciplines applying best practices, securing strategic partnerships and discovering new opportunities to keep clients ahead of the competition.

For more information, visit Golin Harris, or click below to watch the whole series.

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