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?
Newspapers may die in their current form, but desire for news never will. News outlets that recognise how – not whether - the public wants to receive accurate, up-to-date information will survive, but they will never have the same control over news as previously.
The best news outlets will collate information coming from many sources – including increasingly from their own readers/viewers - and become trusted for melding all that information to create a balanced story. The rest may well die.
If you had one recommendation for leveraging reputation management as a corporate asset what would it be?
Make ‘trust’ an ever-present challenge at board meetings. Every decision should be judged against whether it enhances or reduces public trust in the brand. The reputation will follow.
What would your top three tips on driving creativity and innovative communications strategies be?
1. Think big first – and then tailor to need/budget
2. Test with an honest audience – either external or even internal if they are truly honest - before your ideas go too far
3. Assure the board it will be evaluated – the best way of bringing colleagues alongside the seemingly daftest idea
What session, other than your own, are you most looking forward to at Leaders In Communications?
Driving reputation management to the next level