GolinHarris has ‘completely redesigned’ its agency

Employees of the PR firm will take on roles in one of four new areas, marking a change from generalists to specialists. The reorganization has also forged a new buzzword—‘prevolve.’

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Is this what the modern PR agency will look like?

GolinHarris, a PR firm with 700 employees in 34 offices, has “completely redesigned” itself “to combine strategy, creativity and engagement into one seamless package that is delivered to clients—big and small,” explained the agency’s website.

The reorganization is taking shape around a new model the agency is calling G4.

“It focuses on four key areas that we think are critical to communications,” said Fred Cook, president and CEO of GolinHarris.

According to a handout on the GolinHarris website, the four key areas:

Strategists. They are the business analysts, who focus on research and analytics.

Creators. These “consummate storytellers” produce the content on behalf of clients and tell stories about a brand.

Connectors. These so-called channel experts “engage consumer and business audiences through 15 distinct touch points” and “merge social and mainstream media channels to share compelling stories.”

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