We are investigating the flexibility of roles generally and the incorporation of CSR within communications, and we see social media as part of the evolving mix, invoking neither awe nor fear.
Results evaluation is important, but 'department fit' within corporate strategy and operations leads to the perception that the department is value for money, and that in turn leads to better collaboration and, ultimately, better results. That cross-department colleagues speak 'one language' is more important than reeling off a list of PR metrics at a senior management meeting.
Jake Locke, head of media & comms, SATRA Technology Centre
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