Dr. Gregor Halff is Professor of Corporate Communication Practice and Deputy Dean at SMU’s Lee Kong Chian School of Business (Singapore) as well as Visiting Faculty at the European School of Management and Technology (ESMT, Berlin) where he was previously director of executive development programmes. He is the immediate past Chair of the Global Alliance for Public Relations and Communication Management and a council member of the Institute of Public Relations of Singapore. Before joining academia, Gregor was managing partner at Publicis, the world’s third largest communication agency where he co-founded Publicis Public Relations, today part of MSLGroup. His refereed work is mostly published in Public Relations Review, Journal of Communication Management, and in Corporate Reputation Review.