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International trend launch. Approaching The Future 2023

Published by Unai Admin

17/07/2025






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2021 Annual Conference summary illustration

Published by Unai Admin

25/07/2025





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Annual Conference 2021: reflection and discussion with directors of intangibles

Published by Unai Admin

17/07/2025







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PPT Global Results. Approaching the Future 2021 International Launch

Published by Unai Admin

25/07/2025

PPT Global Results. Approaching the Future 2021 International Launch





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The End of a Challenging Year

Published by Unai Admin

18/07/2025

The End of a Challenging Year

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Global Alliance launches, The 2021 Global PR & Communication Model

Published by Unai Admin

18/07/2025

Global Alliance launches, The 2021 Global PR & Communication Model

Global Alliance launches, The 2021 Global PR & Communication Model

A new roadmap for enhancing the role of PR and Corporate Communication Structure the PR & Comm job around five strategic building blocks A practical guide for achieving the most relevant outcomes for operating in every market in the 21st century: differentiation, reputation, trust with stakeholders. With the collaborative and participatory efforts of a network of 1,400 professionals on 5 different regions Global Alliance for Public Relations and Communication Management and Corporate Excellence – Centre for Reputation Leadership has unveiled today The Global PR and Communication Model, a new way to guide the job or PR and Communication professionals all over the world.The Model is structured around five strategic Building Blocks that generate and protect value in today’s world: corporate purpose, brand and corporate culture, reputation and reputational risks, communications and connected intelligence and intangible asset metrics. These Building Blocks enable organizations to achieve the differentiation, engagement, advocacy, trust and social legitimacy that they now require in order to maintain their license to operate.“With the collaborative and participatory efforts of a network of 1,400 professionals on five different regions, this has been a global consensus-based research on the present and future of the role and value of public relations and communications management. The core of our professions strength is our ability to build relationships, that connect us everywhere around the world” said Justin Green, President of Global Alliance. “The world is in a period of complete transformation because of the new intangible economy, and we needed a new direction by taking reputation and intangible assets as its focus” stated Ángel Alloza, CEO Corporate Excellence and Academic Research Director of Global Alliance. According to Alloza, who led the project, the research and the report, together with Clara Fontán and the great team at Corporate Excellence, “the Model emerges as a practical roadmap to help organisations and professionals achieve their most important and relevant outcomes for operating in every market in the 21st century: to achieve lasting differentiation, build a solid reputation, and consolidate trust with stakeholders, which means at the end of the day broadening your licence to operate”.“Developing this model, which is an evolution of the Melbourne Mandate, the Global Alliance is serving its mission: to create global standards to elevate our profession”, stated José Manuel Velasco, Immediate Past Chair and leader of the steering committee of the project. “The Model looks at the future of our function providing strong reasons to deserve a position in the executive committee of any kind of organizations”, added.The Model also consolidates the Stockholm Accords (2010) and the Melbourne Mandate (2012) and integrates the Global Capability Framework developed in partnership with Huddersfield University in 2018.The Model aims to enable organisations and professionals worldwide to improve their leadership and business decision-making process while promoting a real and authentic connection with their stakeholders for the post-COVID-19 world.The project today unveiled has the support of LLYC, the leading PR company in Spain and Latin America. LLYC “strive to improve the world around us, firmly believing honest, intelligent, innovative and efficient communications foster confidence and understanding among people, companies and institutions—in other words, the foundations of economic and social progress. In this way, we contribute to solving many of the challenges of our times”. The full report and executive summary of the Global PR and Communication Model can be found here: https://www.prcommsmodel.com/Developed by Global Alliance in partnership with Corporate Excellence – Centre for Reputation Leadership, as knowledge partner, a leading research, knowledge and training non-profit organisation specialised in the management and measurement of intangible assets, and with the sponsor contribution of LLYC, a global communications and public affairs consulting firm, this model defines the roadmap and building blocks of the functions of PR and Communications that contributes to the creation of differentiation, reputation, trust and social legitimacy.


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The corporate purpose, a strategic priority for managers and investors around the world

Published by Unai Admin

18/07/2025

The corporate purpose, a strategic priority for managers and investors around the world

The corporate purpose, a strategic priority for managers and investors around the world

The Corporate Purpose Roadmap® is here, a new methodology to help companies in the process of creating, implementing, and activating their corporate purpose Superunion and Corporate Excellence - Center for Reputation Leadership together with DKV Seguros and BlackRock discuss the strategic importance of purpose and stakeholder capitalism Madrid, October 2nd 2020. In a context marked by the COVID-19 crisis, the corporate purpose has become a strategic priority for executives and investors worldwide. Companies must now abandon models focused exclusively on their shareholders to respond to all their stakeholders' needs. This has been stated in the launch of The Corporate Purpose Roadmap®, a new methodology developed by the brand consultancy firm Superunion and by Corporate Excellence - Centre for Reputation Leadership to help organizations create, implement, and activating their corporate purpose.The results of the presented studies, together with the continuous analysis of business practices and, most notably, the effects of the COVID-19 crisis, has demonstrated the fundamental role corporate purpose has. It is a lever for transforming and activating positive and value-creating behaviours aligned around a shared system of beliefs and values. Nevertheless, this purpose has not been defined or implemented in line with a rigorous framework in many cases. Consequently, it has become a mere publicity stunt or irrelevant message or, in the worst of cases, a counterproductive exercise. In the words of Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership, "a poorly conceived purpose lacks coherence and authenticity, and results in a lack of legitimacy and trust.""The consideration of one's benefit in parallel with that of society is not at odds with good economic and financial results, but rather the opposite," assures Aitor Jauregui, managing director of Blackrock in Spain, Portugal, and Andorra. The annual letters on corporate governance from Larry Fink, CEO of BlackRock, warned the need for companies to have values and principles that focus on the generation of value beyond profit and loss accounts. It is a significant example of how social change we witness is also reflected in investors' decisions, demanding more inclusive, integrated, and ethically responsible behavior. Jauregui reminds us that Fink's letter from 2019 was solely focused on the need for companies to understand their purpose. "As stated by Larry Fink in his 2019 letter, the purpose is so much more than a mere slogan or marketing campaign. It is the fundamental reason why a company exists: what they do each day to generate value for their stakeholders," the director of Blackrock Iberia concludes.The Corporate Purpose Roadmap® demonstrates how companies can define a purpose that connects employees, clients, and society. To activate supportive behaviors and attitudes, the corporate purpose must be created from the "inside out," through a process of strategic reflection and mechanisms that involve employees. It is strengthened by the "outside-in" through the integration of the expectations of the various stakeholders. In this sense, the CEO of DKV Seguros, Josep Santacreu, highlights that "launching a project for defining or redefining corporate purpose is a strategic activity that requires clear conviction from upper management and it should never be perceived as a fad that we are obligated to take on". In the words of Santacreu, "the definition, implementation and activation of purpose must stem from a reflected and consensual decision, and we must be willing to assume all implications and consequences with a long-term vision".The need for a demonstrated and proven methodology for effectively defining a corporate purpose and, above all, activating it in line with the needs of a company is why we have now launched The Corporate Purpose Roadmap®: a model that enables the identification of a company's true leitmotif - their raison d'être - (why and for what purpose the company exists), how they can develop this purpose (guiding values), what products or services they offer (mission statement), and what scope and the specific contribution they will offer their principal stakeholders (the vision they want to build with them).According to Almudena Clemente, Head of Strategy at the brand consulting firm Superunion, "defining a corporate purpose is relatively easy. What is harder is making it a reality and implementing it in a company's day-to-day activities to serve as a filter and a valuable and authentic guide for the company. Because having a purpose isn't about being perfect. It's about striving each day to be better".Task forces have developed the project at Superunion and Corporate Excellence, led by Almudena Clemente, Head of Strategy at Superunion, and Clara Fontán, Director of Intelligence & Knowledge at Corporate Excellence – Centre for Reputation Leadership. It has counted on the supervision and technical direction of Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership and Pilar Domingo, Managing Director at Superunion Madrid.


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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate emergency to the current COVID-19 health crisis, it is clear that both the present and future are uncertain. Here you will find all the materials of the report: The trends in the spanish version of the podcas The trends in the english version of the podcast

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19/05/2020

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Businesses guided by values are more successful and have a greater social impact

Published by Unai Admin

17/07/2025

Businesses guided by values are more successful and have a greater social impact





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How can we get staff to commit to corporate reputation?

Published by Unai Admin

18/07/2025

How can we get staff to commit to corporate reputation?

How can we get staff to commit to corporate reputation?

Corporate Excellence and Alcor create a new management model: Staff commitment over corporate reputation Until now, we have always measured what do employees think of their company’s reputation. However, under the conviction that employees are not just another stakeholder, but the ones who make or break the company’s reputation through the brand experience they provide to customers and citizens, we have gone the extra mile. We wanted to know not just employees’ opinions but how can we activate their commitment to promote reputation. This has been the base upon which we have built our new management model, along with our partners Alcor, a company specialised in HR and internal communication, and a strategic ally for Corporate Excellence in this field. A new management model: the starting point Intangible assets generate value for the company but its measuring and impact have room for improvement. At Corporate Excellence we work on this and create tools and models to achieve excellence in management. Until now, models for the management of corporate reputation have concentrated on measuring and evaluating the reputation that a company has among its stakeholders. However, in this occasion we wished to get to the workers’ reasons and emotions, to motivate them to give their best in their work and thus improve the brand experience and by consequence, corporate reputation. Employees are the protagonists of the strengths and weaknesses that characterise an organisation, and a very relevant agent in the shaping of their company’s reputation. Under this framework, we have kickstarted this initiative, which has allowed us to design and implement a model that identifies the buttons companies need to press to generate interest among employees and get them to promote corporate reputation. What makes an employee speak highly of their company? What makes them defend before a client the processes that their company has in place to service them? What impact has their sense of responsibility in managing properly a customer’s discontent when expectations aren’t met? These have been the questions we have tried to answer in this project. The model that has been developed during 2015 allows us to identify the primary buttons that impact on the professional’s real behaviour to promote reputation. How have we done it? Collaborative co-creation Creating this model is a clear example of Corporate Excellence’s working process, in synch with what has been called collaborative economy. Alcor, given their long trajectory in this field, the scientific council of the Foundation and five big Spanish companies – Agbar (Suez Water Spain), Grupo Correos, ING Bank, Repsol and Telefónica have all participated in this project. The empirical research has been carried out with these companies, which have formed the first focus group to work in the development of the new model. All together, we have created a working team to research a topic until now not explored in the literature of commitment and corporate reputation. This R&D project has counted with an initial qualitative phase where several focus groups have taken place, integrated by employees of the companies involved. There has been a latter quantitative phase to test the questionnaires based on the sample test of each company. The results that we sought this R&D project, of which we are very proud, are the following: Identifying factors that impact on the responsibility / participation of the employees in the promotion of corporate reputation. Structuring said factors in a model that gives out indicators; differentiating operating “buttons” for the Directors to increase such sense of responsibility, therefore improving its reputation management systems. Gauging an initial marker of the levels of responsibility shown by the employees partaking in this research, which will help fine tune the model and create a common benchmark; as well as identifying improvement areas which can be defined in a plan of action. This pilot project has allowed us to create an innovating model and test its scientific viability. It will also helped discover the factors impacting on conduct and which will allow promoting behaviours favourable to the global corporate reputation. We have finished the methodology of this research, and are ready to begin a second edition that will cement the model and offer a more solid benchmark. In the following months we will organise a meeting to present the main findings. Companies who are interested in finding out more about our methods and delve deeper only have to contact us. inShare


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Leadership and trust emerge from true willingness to work for others

Published by Unai Admin

17/07/2025

Leadership and trust emerge from true willingness to work for others





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Creating the dream workplace for the most talented professionals

Published by Unai Admin

17/07/2025

Creating the dream workplace for the most talented professionals





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EUROPEAN COMMUNICATION MONITOR 2019

Published by Unai Admin

18/07/2025

EUROPEAN COMMUNICATION MONITOR 2019

The European Public Relations Education and Research Association (EUPRERA) is an autonomous organization with about 500 members from 40 countries interested in the development of research and scientific knowledge in strategic communication. Various transnational and comparative research and educational projects are carried out through the affiliated universities.In order to disseminate new methodologies and research results, each autumn EUPRERA organizes a well-known annual congress in collaboration with a selected university within Europe.The European Communication Monitor 2019 study in its thirteenth edition, once again explores the trends in the communication management sector. The survey explores trust in communications, the challenges of transparency, as well as Artificial Intelligence and the future of content creation. The study is based on the responses of 2,689 communication professionals in 46 countries. Detailed analyzes are available for 22 countries and different types of organizations (private quoted and unlisted companies, public companies, nonprofit organizations, government and policies, agencies and consultants).SPEAKERS:-Angeles Moreno, President Elect European Public Relations Education and Research Association (EUPRERA). Professor Group of Advanced Studies in Communication. King Juan Carlos University.-Angel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership.-Alfonso González, Director of Government Relations and Regulatory Affairs, IBM Spain. EACD Spain representative







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