The Boots Company has appointed its first head of group
communications, a new post which combines internal communications with a
review of the communications structures of the Boots’ businesses.
Michael Croton joins Boots from management consultancy VIA
International, where he specialised in change management.
Croton’s appointment underlines the increasing importance attached to
internal communications within Boots.
’I will almost be acting as an internal consultant,’ said Croton. He
will work alongside directors of communication at all the Boots
businesses, which include Boots the Chemists, Boots Healthcare
International, Boots the Opticians, Halfords and Do It All.
Croton, who reports to The Boots Company director of corporate affairs
Alastair Eperon, will look at each communications team in turn to
identify areas of improvement. He will also oversee a small team, yet to
be finalised, looking after the in-house magazine, annual report,
corporate identity and community relations.
Croton said that while the businesses were clearly very successful they
needed to become more innovative and take on new ideas and people.
’Certain managerial styles will have to change,’ he told PR Week.
Eperon said: ’The creation of this new post underlines the growing
importance of communication as a fundamental management tool. Michael’s
experience will enable us to bring about a significant shift of gear in
the management of corporate culture.’
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