Agency for the Future

   •  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      

WHAT DOES THE FUTURE LOOK LIKE?

4 4

Connectivity

Speed

Sources

MEDIA LANDSCAPE

Integration

5 5

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

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 7

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

INTEGRATION

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Earned

Owned

Paid Shared

THE CONCEPT

WHAT CLIENTS WANT

INTEGRATION

10

INSIGHT IDEAS

ENGAGEMENT

10

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WHY CHANGE?

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WHERE GH NEEDS TO GO

Generalists

Communications Partner

Traditional

Public Relations

Traditional Media

Business Partner

Adaptable

Specialists

Holistic Engagement

Multi Media

US Centric Global

12 12

A holistic communications firm

designed and built to win

in a complex digital world.                

AGENCY FOR THE FUTURE

13 13

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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

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MD

EVP

SVP

VP

AGS

AS

SAE

AE

AAE

AC

CURRENT MODEL

Seniority-based üüRedundant

üIrrelevant

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STRATEGISTS

CATALYSTS

CREATORS

CONNECTORS

Skill-based

Relevant

Digital

üüü

NEW MODEL -

• Big Picture Thinkers

• Practice Leaders

• Data-driven

• Business-minded

• ROI Drivers

• Writers

• Designers

• Producers

• Idea Generators

• Content Creators

• Traditional Media Experts

• Social Media Experts

• Trend Drivers

• 24/7 Mission Control

• Virtual Network

• CRLs/Account Managers • Multi-Disciplined Collaborators • Flawless Executors

• Change Agents

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THE PROCESS

Premeditated evolution or intentional change.

OUR MANTRA

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

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STRATEGIST SNAPSHOT

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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

CREATORS SNAPSHOT

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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

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

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CATALYST SNAPSHOT

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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

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.

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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 12 11

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GREG SENDI JAMES KELLY

STEPHEN JONES JEFF BERINGER

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SPECIALIST COMMUNITY LEADERSHIP  

NICOLA MOORE

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

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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)

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STRUCTURE & TITLES  

Strategist TRAINING  

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• 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  

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Real-­‐Time  Engagement  Centers  

TECHNOLOGY & TOOLS  

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

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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

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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

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PROPRIETARY PRODUCTS NEW CAPABILITIES

•  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

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The Launch | June 15, 2011

Home Page

most popular business article

6th Re-tweeted

364 TIMES

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“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

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OPIN ION  POLL  

SOME QUESTIONS FOR ACADEMIA

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•  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?

•  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    

Presentation Archive

The audio portion of this webcast and slides will be posted to the Plank Center Website at: plankcenter.ua.edu > webinars

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