Leaders in Communications

5 November 2015, London

Jane Lawrie, Public Affairs and Communications (PAC) Director, Coca-Cola Europe

  • 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? 
    In my opinion, and partially through personal desire, I don’t think newspapers will die out completely.  As brands in their own right, even if printed newspapers sell less, the brands behind them will live on and compete in other channels.  That said, at Coca-Cola we continue to adapt our communications as our brand plays out in the public domain well beyond newspapers. We do this by listening to consumers, prioritising shareable content and personalising campaigns.
  • If you had one recommendation for leveraging reputation management as a corporate asset what would it be?
    Quite simply – get senior leadership buy in.  Reputation management has to start at the top, you can only make the progress you need if the senior leaders believe in the importance of reputation management.  Once you have that then it’s about working to ensure reputation is owned and shaped by everyone in the business.
  • What would your top three tips on driving creativity and innovative communications strategies be?   
    Quite simply – get senior leadership buy in.  Reputation management has to start at the top, you can only make the progress you need if the senior leaders believe in the importance of reputation management.  Once you have that then it’s about working to ensure reputaLook to the outside for inspiration, ensure any strategy is insight driven, take risks and learn from failure.tion is owned and shaped by everyone in the business.
  • What session, other than your own, are you most looking forward to at Leaders In Communications?
    The Building Brands in today’s media panel discussion.
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