Richard Parkinson, CEO and Founding Partner, IncrediBull
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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?
As a physical newspaper, printed on paper, they might be right. However, as a way of understanding the detail behind the headlines, I still think there will be definite need and from a trusted source – whether it is delivered on a tablet or other means in 10 years time. -
If you had one recommendation for leveraging reputation management as a corporate asset what would it be?
Remove it from the responsibility of the “communications” board member and ensure that it is part of the CEO’s main target to ensure it becomes more of a tangible asset rather than the intangible one it is at the moment. -
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 creative leadership roundtables – it is always interesting to see how others are approaching a creative challenge.
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