Opinion: Letters of the Week - Brands need to realise that comms is everyone's business

Shine and the London Business School's recent survey ('Bosses want more integration, PRWeek 27 July) found less than half of comms directors believe their campaigns are well integrated.

It is concerning that many brands are taking so long to integrate their comms.

Last September Echo Research quizzed marketing and corporate affairs teams about where they thought responsibility lay for marcoms activities. Explaining to the board how reputation affects business was important to more than eight out of ten. But responsibility is still often split.

Comms is increasingly everyone's business.

Sam Knowles, joint MD, Echo UK

prweekletters@haymarket.com.

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