Corporate comms needs to engage staff
PR Week, 23 February 2011
As Chatham House rules applied, I cannot reveal the identity or affiliation of participants, but there were a dozen blue chip comms directors present, discussing vigorously the changing skills required.
One key theme was the pressing need to integrate more closely with HR, a subject analysed in last week's PRWeek (Focus, 18 February).
There is a growing acceptance that HR is critical in terms of effecting reputation change. Yet there is still major distrust between the disciplines.