Croton reviews Boots group communications

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.

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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