Leaders in Comms speaker in the spotlight: Christian J. Schultz

Christian J. Schultz: group vice president for COWI
Christian J. Schultz: group vice president for COWI

As group vice president for COWI, one of the world's leading engineering groups, Christian J. Schultz leads a team of 48 communication and marketing professionals. With over 15 years experience working with global brands such as Barbie and Nike, Christian J. Schultz is well versed within with the world of communication and is a frequent speaker at conferences and seminars around the world.

The theme of the conference is "Communications Revolution, Business Evolution": how do you define PR today?

Today PR is about being on trend, not trendy. There is little or no commercial value in being trendy, however, if you are on trend your market value is significant. I.e. is it trendy for airlines to speak about space travel? Sure it is, but there is little commercial value in promises. Being on trend is about delivering value for your customers today, not tomorrow.

How is social media rewriting the way you are doing PR today… if it is? 

If nothing else social media is the perfect tool for PR practitioners to learn how to be concise.

What role does the communications director play in driving the discipline forward?

It is not the role of the communications director to drive the PR agenda forward. The only role of the communication director is to deliver value to his/her business. If he /she is successful at this, then the PR discipline will automatically be moved forward.

What would your three top tips on managing brand reputation be?

 1) Let go 2) Enable 3) Dialogue

How can comms leaders influence wider business strategies?

Comms leaders can only influence wider business strategies by applying measurable KPIs and financial data tracking to all comms activities.

What do you hope to gain/takeaway from gathering with other communications leaders at Leaders In Communications? 

I hope to learn how other comms departments deliver measurable bottom-line impact to their organisations

What session, other than your own, are you most looking forward to at Leaders In Communications?

I look forward to the case study by Barclays regarding the comms strategy following the exit of their CEO and Chairman. I have been involved in issues management a number of times over the years, so I am fascinated to hear how the comms department was involved and the level of authority they had during the process. 

Christian will be speaking at Leaders In Communications 2013 on digital innovation campaigns – he will reveal how his team has created and implemented an antiquated newsletter that became a global digital salestool whilst saving money.

7 November 2013, OXO2, Oxo Tower, Londonwww.leadersincomms.com


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer