Report by Jack Martin
Global chairman and chief executive officer
As an 80-year-old brand with a rich heritage, Hill+Knowlton Strategies has the opportunity to be a part of any conversation about interacting with the public across the globe. But, in this age of disintermediation and democratization, we earn a seat at the table because of our ability to offer wisdom about the future of communicating with the public.
Almost overnight, relatively speaking, there is a new pathway to the public: the internet. Now along with traditional avenues of communicating, such as television, radio and newspapers, the public has access to an unlimited amount of information and even more important, many of the traditional areas of public interaction, such as public relations, advertising, research, marketing and branding, are also adapting to this new world order. At Hill+Knowlton Strategies, our approach to this exciting future is called the 5th Seat. The 5th Seat puts us in the c-suite of our clients, next to the lawyers, accountants, management consultants and bankers.
With this opportunity comes a responsibility to offer the best talent and tools anywhere, not only for interacting with the public but to measure it. We have worked hard to identify, develop and promote this talent, both from within our own ranks and by recruiting new expertise from outside. We have invested in vital areas such as digital, a global research practice that is second to none, and developed a corporate practice that can turn on a dime, be it a global crisis or a merger. We put a premium on ensuring that we integrate these new tools into our core public relations business. We also have put major emphasis on creating a 21st century marketing communications practice that takes advantage of the new highway to the public, offering accountability and measurement of our work. But we have a ways to go. True innovators always do.
We have invested in vital areas such as digital, a global research practice that is second to none, and developed a corporate practice that can turn on a dime, be it a global crisis or a merger
Our commitment to leading the next generation of this business, driven by our entrepreneurial spirit, makes this an exciting and promising era for Hill+Knowlton Strategies.
Chapter 6 of 13