Historically when it came to the communications field, there was no other way to engage with people except through intermediaries, but that has changed.

Join Cylor Spaulding, Ph.D., Faculty Director for the master's in Public Relations & Corporate Communications at Georgetown University School of Continuing Studies, along with Jon Iwata, Chief Brand Officer at IBM, as they discuss corporate branding and communications.

Iwata said that today, because of technology and the internet, social media, and mobile devices, the biggest change is that not only can we engage people as unique individuals rather than demographic segments, but they expect us to. We are expected to know them, anticipate their needs and to serve them accordingly.

Iwata also said that one thing that hasn't changed is being very clear about the character of your company and being authentic in your behavior, which some of that has to do with the rise of social media.

In Focus is filmed at Georgetown University's School of Continuing Studies and brings together professors, faculty members, guest lecturers, and thought leaders to engage in conversations that range from leadership to technology and beyond.

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