A few years ago, I had the chance of being hired as Communications Director (Corporate Image Director was the position’s real name) in a private university, and I accepted, considering it a interesting challenge in my professional career. The first problem that I’ve found was the name of the position, it should be Communications Director instead of Corporate Image Director. I told my employers that they must change the name immediately because the image is consequence of the communication work, not the work itself. I also told them that term was obsolete and only a few institutions still call their communications department that way. They answered that they would do that, but it would take time because they would have to change legal statutes. I felt satisfied with the answer and began to work. A couple of months later I started to realize that some funny things were happening to my job: I spent most of the time attending endless meetings, escorting authorities ...