Geoff Loader, Director of Communications, Southern Water
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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?
With the rise in digital communication it is no surprise that people do not see a future for some of the traditional forms of communications. Personally, my view about the future of newspapers is different. I see them continuing to hold a firm place in the market and even growing their position. Travel on the tube in London - there is no shortage of people reading newspapers. In short, if vinyl albums can make a comeback so can newspapers. -
If you had one recommendation for leveraging reputation management as a corporate asset what would it be?
Ensure you get your key stakeholder engagement right. If your opinion formers have a strong understanding of your business they are likely to impart that to others and enhance your reputation. Get it wrong and it can do untold damage. -
What would your top three tips on driving creativity and innovative communications strategies be?
Be different - if you always do what you've always done, you'll always get what you've always had.
Be original - not all ideas have to be new but deliver them in an original way.
Get the message right - and stick to it. -
What session, other than your own, are you most looking forward to at Leaders In Communications?
The reinvention of News International.
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