Jon Iwata took over as head of IBM’s corporate communications department in 2002 and quickly emerged as a prototype for the public relations professional of the future: a strategic thinker with a thorough understanding of how brands are built in the social media age and a trusted advisor to management. Iwata is responsible for worldwide communications for IBM, including the company’s Smarter Planet marketing and thought leadership initiative. His organization includes media relations, industry analyst relations, executive and internal communications, and shareholder communications. He is recognized as a pioneer in the use of new communications technologies, and IBM was an early adopter of social media to reach external audiences and internally to bring together people and give them more input into the decision-making process.
A New Model for Communications