Monday, July 07, 2008
Technology may change how we get our information, but Weber Shandwick Chairman Jack Leslie says human creativity is still the key to a successful corporate communications strategy.
Weber Shandwick, a public relations and communications firm owned by New York-based Interpublic Group of Cos., has more than 75 offices internationally and clients that include General Motors Corp., Microsoft Corp. and American Airlines.
For Leslie and other top strategists, the Internet has changed the game. The speed at which consumers around the globe become aware of issues and events makes effective crisis communications even more imperative. And consumers are more engaged than ever, looking to nontraditional sources like online consumer reviews for information.
Communications strategists are also contending with globalization, an economic downturn, consolidation in the media industry and a growing focus on corporate responsibility.
Earlier this month, Leslie hosted a forum with top communications officers for Siemens USA, MasterCard Inc., Lazard Ltd. and the U.S. Army. He hopes the event was the start of a series of conversations among communications officers about the challenges facing their industry.
"The role of the chief marketing officer has really come to the fore of late," Leslie said. "They now have a seat at the table among the most senior players in the company and they frankly need to be much more strategic in how they behave and how they see their role."
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