Richard Sambrook is Professor of Journalism and Director of the Centre for Journalism at Cardiff University. For thirty years he was a journalist at the BBC working as a producer and editor on many national radio and TV news programmes and on location in China, the Middle East, Russia, Europe and the USA. He was on the management board of the BBC for ten years first as Director of Sport, then Director of News and finally Director of Global News and the World Service during which time he oversaw the launch of a number of news channels and websites. Following the BBC he worked for two years as Global Vice Chairman and Chief Content Officer for Edelman, the world's largest PR firm, advising clients around the world on digital content strategies and on crisis management. He frequently writes and speaks on the future of media and journalism, and on crisis management.