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...of managing corporate reputation in the region.
The report was commissioned by the U.K. executive search firm Watson Helsby and is based on in-depth face-to-face interviews with more than 20 European communication directors from well-known multinational companies such as Microsoft, Disney, Toyota, McDonald's, Dell and Citigroup. All participants work closely with, and often report to, global communication boss and/or team headquartered in the U.S. or Japan.
According to the findings, 49 percent of communication directors want greater involvement in headquarters planning, particularly on issues such as communication strategy and the identification of priorities and issues. They claim that without this input, they find that many of the directives and plans flowing from the global communication team are impractical or unworkable in Europe or in any other heterogeneous geographical region. One respondent noted, "You have...
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