Expounding on the second tech boom, he argued: ‘There is longevity in technology now. It inhabits so many different worlds – consumer, business, not just tech.’
And he cited healthcare as likely to be the biggest area of growth for agencies over the next year.
‘There’s a lot driving healthcare comms – openness, for instance, is increasingly important,’ he said.
But Golin also lamented a lack of business knowledge among many senior PR professionals. ‘The PR industry in general has a problem,’ he said. ‘Business sense is important, you have to know what makes clients tick.’
He added that the problem could be partly rectified with business training, and by agencies taking a more ‘research-based’ approach to their clients.
Golin said global changes in regulation and legislation – such as the Sarbanes-Oxley ruling, which was made as a direct result of the Enron and WorldCom scandals – had engendered a more open society, which in turn was beneficial to the PR industry.
‘Companies have to be more open these days,’ said Golin, who counts McDonald’s as one of his first clients – he has retained his business with the fast-food chain for nearly 50 years.