Speaker in the spotlight: Christian J. Schultz at Leaders in Comms

Christian J. Schultz: group vice-president for COWI
Christian J. Schultz: group vice-president for COWI

As group vice-president for COWI, one of the world's leading engineering groups, Christian J. Schultz leads a team of 48 communication and marketing professionals. With more than 15 years' experience working with global brands such as Barbie and Nike, Christian J. Schultz is well versed within with the world of communication and is a frequent speaker at conferences and seminars around the world.

The theme of the conference is "Communications Revolution, Business Evolution": how do you define PR today?

Today PR is about being on trend, not trendy. There is little or no commercial value in being trendy, however, if you are on trend your market value is significant. I.e. is it trendy for airlines to speak about space travel? Sure it is, but there is little commercial value in promises. Being on trend is about delivering value for your customers today, not tomorrow.

How are social media rewriting the way you are doing PR today… if at all? 

If nothing else social media are the perfect tools for PR practitioners to learn how to be concise.

What role does the communications director play in driving the discipline forward?

It is not the role of the communications director to drive the PR agenda forward. The only role of the communications director is to deliver value to his/her business. If he /she is successful at this, then the PR discipline will automatically be moved forward.

What would your three top tips on managing brand reputation be?

 1) Let go 2) Enable 3) Dialogue

How can comms leaders influence wider business strategies?

Comms leaders can only influence wider business strategies by applying measurable KPIs and financial data tracking to all comms activities.

What do you hope to gain/take away from gathering with other communications leaders at Leaders In Communications? 

I hope to learn how other comms departments deliver measurable bottom-line impact to their organisations.

What session, other than your own, are you most looking forward to at Leaders In Communications?

I look forward to the case study by Barclays regarding the comms strategy following the exit of its CEO and chairman. I have been involved in issues management a number of times over the years, so I am fascinated to hear how the comms department was involved and the level of authority they had during the process. 

Christian will be speaking at Leaders In Communications 2013 on digital innovation campaigns – he will reveal how his team has created and implemented an antiquated newsletter that became a global digital salestool while saving money.

7 November 2013, OXO2, Oxo Tower, Londonwww.leadersincomms.com

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