PR agencies are in a world of transition and leaders are re-defining roles as they move into unchartered territory. At the PRSA International Conference in San Francisco, heads of some of the top agencies in the nation sat down to discuss what the future holds and contribute creative ways the profession will need to adapt to address changing client needs.
One central theme is around becoming a Specialist instead of a Generalist in PR. Unique titles are emerging such as Creative Catalyst or Community and Conversation Analyst. At the same time, PR firms are hiring candidates with special skills including videography and even comedy writing.
Janet Tyler, co-CEO and founder of Airfoil Public Relations
• The employee of the future will never look, act or think like another, they will understand the power of data is a connector and believe in the power of community.
Jack Martin, CEO, Hill+Knowlton Strategies
• Talent function is the most important part of the business
Fred Cook, CEO and President, Golin Harris
• Employees now go through an assessment process to uncover their strengths and passions which are furthered nurtured.
PR Newswire’s VP of Business Development on the agency vertical, Andrew Meranus talked on camera afterwards to Rob Flaherty, CEO and President of Ketchum and Peter Himler, Founding Principal of Flatiron Communications about these career twists and turns already happening in PR: