Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School

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By Joe Ciarallo

PRNewser was one of the speakers at yesterday’s Business Development Institute “Social Convergence & The Enterprise” conference in New York. While there, we caught up with Brian Kenny, Chief Marketing and Communications Officer at the Harvard Business School.

Needless to say, one can assume that one of Kenny’s challenges is not necessarily achieving brand “awareness” or credibility.

That being said, we asked him about what works and what doesn’t when it comes to digital communications. “It boils down to understanding the sociology of what people are doing online,” he said. “Until you really have a handle on that, I don’t think you can be effective communicating with any of those [digital] channels.” Watch the full interview for more.