The Bridge, a term designated by Golin, is an international network of newsrooms, allowing The Bridge staff to interact real-time with influencers, customers and other relevant publics. The goal of The Bridge is to share the stories of companies with the world, making those companies relevant to society. The staff observes society and social media for opportunities that they can act upon, putting their clients into culture at that very moment.
The Bridge allows Golin to engage media and consumers faster than ever before. There are five newsrooms set up on five continents, in 12 different languages, delivering results on owned, earned and paid media for clients. The Bridge operates 24/7, allowing their clients to be relevant anywhere, anytime. The Bridge allows for social interactions and the opportunity to drive the discussion.
The Bridge is making other public relations firms build these newsrooms, so they can compete with Golin. Golin is a forward-thinking public relations firm, making their clients relevant in media, by the use of The Bridge. The Bridge is going to be the future of public relations, since it’s real-time. What will be the next tool for public relations firms to gain an edge? No one knows for right now, but I’m sure it will be more interactive for consumers, influencers and society at large.