Interesting article posted yesterday about GolinHarris’ restructuring. (Account Executive is Antiquated. Consider Yourself a Catalyst, The New York Times, June 14, 2011 … http://www.nytimes.com/2011/06/15/business/media/15adco.html?ref=business – subscription required)
“The reorganization is primarily meant to transition employees from working as generalists to being designated as one of four types of specialists,” the article states. “The four specialties are strategists, who analyze a client’s business; creators, people like writers, designers and producers who generate ideas and tell brand stories; connectors, people who reach target audiences through traditional and social media as well as other channels; and catalysts, account leaders overseeing relationships with clients.”
Finally, a little creativity.
As creative an industry as public relations can be, the lack of creativity in how it approaches job scopes and descriptions is astonishing – they don’t fit this day and age in the least. While they’re calling the change a move toward “specialties,” what I see is an acknowledgement that these are creative jobs that are far more broad than just “running the trains” – more than day-to-day account management. Certainly that skill is in there – and necessary – but process is not the focus.
Can I get a Hallelujah?