What's next for PR agencies?

It has been suggested that the traditional model of PR agencies is no more as international agencies begin global re-structures.

The current ‘pyramid structure’ in PR agencies of executives, managers and directors is seemingly being abandoned by international firms as they are opting to focus on the specialist skills of their staff and segregate into strategists, creators, catalysts and connectors.

Strategists – Planning directors to media buyers.
Creators – Content creators.
Catalysts – Account managers.
Connectors – Media relations specialists.

An interview in PR Week revealed that the view of MD’s making these changes is that if someone is a great writer that should be their career, they shouldn’t be made to work on new business pitches and manage the team.

It makes sense to focus on peoples strengths however I’m not sure that I’d like to work solely in one area of PR. I think to be a successful practitioner being capable in all sectors and ensuring the full team has every string to their bow is essential for an agency…the challenges are what makes PR such an exciting industry!

Here at de Winter we're all for working to our team's strengths and people naturally fall into specialisms whether that be social media, big ideas or client liaison, formalising it with different titles may be the future? Watch this space!