The Role of Generalists in an Increasingly Specialized PR World

“The challenge we all face is how to maintain the benefits of breadth, diverse experience, interdisciplinary thinking, and delayed concentration in a world that increasingly incentivizes, even demands, hyper specialization.”??

This quote, from David Epstein’s Range: How Generalists Triumph in a Specialized World, is exceptionally applicable to the public relations world. Every day, generalists integrate with digital, creative, media, strategy, and scientific communications teams to create dynamic, strategic programming that breaks through crowded, competitive landscapes to achieve client goals. And given the interconnectivity of teams and the growing reliance on specialists, it’s surprising that the demand for generalists is as strong as ever. A 2023 Global Culture Report highlighted that 52% of employees are considered generalists. Additionally, generalists were found in all industries – but how do generalists function in the world of PR specifically???

At dna, our generalists – the client experience (CX) team – take on a wide range of responsibilities that keep accounts successfully moving and growing.??

Client Relationships – CX members are the main day-to-day contacts for clients. They form and maintain important relationships and develop an in-depth knowledge of each account’s objectives, procedures, policies, and unique ways of working. They align these criteria with the broader team to establish account standards and valuable ways of working.?

• Tip: Get to know your client’s preferences and working styles by setting up informal weekly or monthly meetings. They’re a great opportunity to grow relationships and strengthen the foundation of a successful business account!??

Team Management – CX ensures all work is delivered on time and by the right people, tapping specialists as appropriate. CX also determines how many people need to be on a team and how to delegate roles between specialists and generalists, maps everything out against budgets and timelines, and ensures that team members have the tools and resources needed for client success as well as professional development.?

• Tip: Check in with other internal teams to ensure colleagues have healthy time allocations across accounts. This helps foster successful expectations and output.??

Planning – CX is one of the only functions that maintains a “big picture” view of accounts, consistently merging client priorities and goals with internal capabilities and emerging trends, and laddering everything up into a successful strategy.??

• Tip: Use those specialists early in the process! This is your opportunity to develop and present truly integrated, strategic ideas!?

These are just a few examples of the value generalists provide at dna every day. If you’re considering a career in public relations, have you thought about generalizing versus specializing? dna is always looking for top talent – of all levels and specialties – including internships. Review our open roles here to find something that might be right for you!