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Book summaries January 2012

The Present and the Future of Communication Director’s Role in the New Economy

The role of the Corporate Communication Director or Chief Communications Officer is gaining more weight in organisations, combining various strategic functions from managing some key intangibles, such as brand and reputation, to communication.

Marketing is not effective and no longer yields expected results, advertising has become trite and ineffective, traditional public relations fail to reach new audiences and digital communities, communication tools used by companies in the past lost a good part of their capacity to generate value and are no longer useful for companies because the rules of the game have changed.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Joan Costa, an expert on communication, design, sociology, profesor of the University of Mexico and a member of the Corporate Excellence Board, during the panel discussion titled «Communication Innovations in Business and the Mass Media», organised at the Faculty of Information Sciences, Complutense University in Madrid, on April 10, 2012, and his book El Dircom hoy (Communications Director Today) published by CPC Editor.