The many definitions of sustainability make the concept hard to communicate effectively. David Burrows talks to seven industry experts about how they help their teams and stakeholders understand the complex issues involved.
As PR leaders increasingly have to do more with less, a new era of creativity is emerging, reveals Mary-Louise Clews. Corporate teams are turning day-to-day company life into headlines and exploiting social media like never before.
Nick Hindle, vice president of communications for McDonald’s UK and Northern Europe, tells Branwell Johnson about why the company is an appropriate sponsor of the Olympics – and how is has changed in recent years without losing its identity.
To be taken seriously at board level, the PR industry needs to work out how to measure the outcomes – not just the outputs – of its work. It’s easier said than done, say the experts, but some teams have succeeded.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.