Leaders in Communications

5 November 2015, London

Dominic Redfearn, Global Brand Diageo Director, Diageo

  • Some influent people have said that newspapers could die in 5-10 years: what are your views on this and how does it affect “the brand” and your role as a communicator?
    Trusted news brands delivering quality commentary and analysis will increase in value. They may not deliver their content on paper in the near future, but those that are able to cut through, with the quality of their commentary and insight, will continue to grow in importance within digital.
  • If you had one recommendation for leveraging reputation management as a corporate asset what would it be?
    Trust is conferred over time as a result of your actions, so invest appropriately in reputation management, and ensure all of your people understand their role in building and maintaining the business reputation, and the value it brings. A good reputation is a sales driver, a recruiter, a door opener - it’s built and maintained by the sum of the parts, and easily damaged in today’s connected world.
  • What would your top three tips on driving creativity and innovative communications strategies be? 
    1. Think and act like editors of publishing organisations.
    2. Leverage forward planning, archives and search trends to make your content relevant.
    3. Place as much emphasis on distribution as you do on content creation. Have a mobile first mind-set, and understand how your content might work across paid, earned and owned media channels.
  • What session, other than your own, are you most looking forward to at Leaders In Communications?
    The session on ‘Leveraging reputation management as a key corporate asset’
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