Joanna Goodwin
 

 

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Joanna Goodwin, Director of Corporate communications at Kimberley Clark EMEA.

Joanna Goodwin has over 13 years experience in international Corporate, business-to-business and consumer communications and has held senior positions at the global headquarters of Lucas Industries plc (now TRW). She managed her own PR consultancy before joining the Eastman Kodak Company as Director of Corporate Communications in 1996 to oversee communications during the company’s challenging transition from a film photographic giant to a digital imaging world market leader.

She joined Kimberly-Clark Europe in December 2001 to provide effective crisis and issues management and to drive a new platform of proactive and positive communications to the company’s consumers, regulators and opinion formers.  Joanna has extensive experience of devising tailored best practice solutions to assist organizations in achieving maximum impact from their communications and to attain best value from communication service providers.

Joanna's Presentation: 'The Changing Role of Communicators in Shaping Corporate Strategy'

Joanna will investigate how communications moves from taking instructions and envelope stuffing to shaping corporate (and communications) strategy (using insights into popular mood and opinion to shape corporate thinking).  Sharing her experiences, she will explain how insights into public reaction against GMO's ensured that Kimberly Clark changed the global strategy on use of GMO's in its products; how insights into the media changed the company's policy from a reactive to a proactive media stance, moving from risk management to risk assessment; what is driving CEO's to ask communicators to play a more strategic role within their organisations (private and public exposure, more discerning marketplace, NGO prevalence, growth of technology and public access to information and what this demands of communications practitioners (particularly in terms of skills/attributes).

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