My belief is that if you grapple with the big changes until you really get them and if you develop an internal compass to steer your marketing and communications, you will be working in a discipline that is more exciting, more intellectually rich, more delightfully complex and ultimately more rewarding than it has ever been.

Here's the thing about me: I have a job to do and I do it.

What makes a media company successful is how it copes with competitive markets in which people have a choice. Competition today is at a more intense level than it has ever before been because the barriers to providing information in the virtual world are so low and the choice of provider nearly infinite.

What any manager will try to bring to a company first and foremost is an energy and commitment to the business. To try and really roll your sleeves up.

Information is the most valuable commodity in the world today and this business is about giving people access to information that is relevant to their lives.

Connectivity doesn't just mean you get a lot more chances to deliver messages about customer service and pricing plans. This isn't one-sided. It enables people to talk back.

Through basic science literacy, people can understand the policy choices we need to be making. Scientists are not necessarily the greatest communicators, but science and communication is one of the fundamentals we need to address. People are interested.