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For corporate communicators, the prolonged economic slump and other shocks to our psyche the past few years have fundamentally altered the way we look at how best to serve our companies, our clients, our constituencies and consumers. The Conference Board conference identified and addressed many of these changing dynamics — from influencers and the importance of measuring PR's effectiveness to how communications can best build exceptional organizations.
Ketchum CEO Ray Kotcher, in his opening remarks to the conference, focused on the growing importance of influencers in determining how consumers and others make decisions that affect companies and their products.
In a keynote luncheon speech, Nokia Executive Vice President William Plummer talked about how the company won employees' and external audiences' acceptance of a major corporate reorganization in 2004 by using "ambassadors" and other influencers.
Four veteran public relations professionals, in a roundtable discussion, talked about building exceptional communications, about the importance of vision statements and how you know you're changing stakeholders' attitudes through communications.