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Online bootcamp: Strategic management of relationships with stakeholders

17/07/2025

--- This course is conducted in Spanish ---The new stakeholder capitalism emerges, backed by large funds and institutions, which prioritizes a multi-stakeholder vision within organizations. A broader view than the traditional focus on the shareholder, through fluid, inclusive dialogue that benefits everyone.In the online bootcamp "Strategic management of interest groups" we will provide a management method and processes to maintain solid and long-term corporate relationships, through the learning by doing methodology. In addition, we will present the cases of Iberdrola and DKV SEGUROS, large companies that already have a culture of stakeholder engagement and have designed a relationship model that allows them to reach consensus, co-create and collaborate.Modality: OnlineNext edit...

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The new world disorder: how to navigate the polycrisis

Published by Unai Admin

17/07/2025

The new world disorder: how to navigate the polycrisis Global Trends 2023, the global study of trends that Ipsos produces and publishes annually, this year reaches the largest edition to date, since it covers 50 markets, 87% of the world economy and 70% of the world population . This report highlights key trends that brands and institutions must take into account to prepare for the future, essential tools to facilitate transit, inform strategic planning and streamline decision-making.

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MRM: conversational design

Published by Unai Admin

25/07/2025

We share MRM presentation, "Conversational design". They go deep on the speech recognition technology that enables users to interact with technology using just their voices. This design language based on human conversation, seeks to generate the mininum friction between man and machine.

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2017 Banking & Securities outlook

Published by Unai Admin

17/07/2025

Initial market reactions to the unexpected election outcome in the United States have indicatedimproved prospects for banks and capital markets firms in 2017. However, ongoing structural changes are likely to continue in the form of new operating models and investements in emerging technologies for greater efficiencies and competitiveness. Meanwhile, banks and capital markets firms are expected to deepen their engagement with fintech ecosystem as the towards digitalization accelerates.

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The End of Globalisation?

Published by Unai Admin

17/07/2025

For most of the past 25 years, globalisation was seen as an unstoppable force, as sure to advance as the sun rises in the east. But increasingly, it looks more vulnerable than inexorable. Causes for concern are easy to find. For instance, the last set of World Trade Organisation negotiations over further trade liberalization, the Doha Round, was a failure; Donald J. Trump has disavowed free trade agreements such as NAFTA and the Trans-Pacific Partnership (TPP); Brexit will reduce economic integration between the United Kingdom and the European Union, and possibly between the U.K. and the world; and regional opposition almost scuppered the Canada- EU Comprehensive Economic and Trade Agreement (CETA). Is the age of globalisation coming to an end?

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The future world order

Published by Unai Admin

17/07/2025

International politics for most of the past quarter century was relatively straightforward. The United States reigned supreme, with no other nation coming even close economically or militarily. Under its aegis, globalisation flourished, and conflicts were relatively confined in scope. Politics seemed to have become secondary. While globalisation is still alive, the prognosis is not favourable. In addition, China’s re-emergence means that for the first time since the end of the Cold War, the U.S. has to contend with another player in its league. China now has the world’s largest economy and its third-most capable military. If it grows much further – admittedly not a foregone conclusion – it may replace the U.S. as the world’s predominant power. What does this...

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Navigating Today's Complex World

Published by Unai Admin

17/07/2025

The presentation «Navigating Today's Complex World. An Action-Focused Workshop for Communications, Corporate Affairs and Sustainability Leaders», elaborated by GlobeScan, deals with how to incorporate new trends in public issues into corporate strategy.

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Strategic Management of Public Affairs

Published by Unai Admin

17/07/2025

Management of pubic affairs fosters reputation intelligence and offers more information so that companies can make better decisions. It also helps understand the political, social and business context and allows strategic action plans to defend their interests and meet the expectations of their stakeholders. This insight explains the advantages of having a public affairs strategy and what are the necessary steps to integrate it into the global strategy of the company. It also describes the goals (reputation, business and organization ones) to be considered to develop necessary actions. Document developed by Corporate Excellence – Centre for Reputation Leadership and public affairs consultancy Political Intelligence, quoting, among other sources, the book Lobbyists, Government...

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Ethical leadership: solidarity, respect and dialogue are essential values to promote social change

Published by Unai Admin

17/07/2025

The clash between economical and social elements caused by the big global economic crisis we are supporting over the last years, forces us to think about alternatives to face the new context ensuring equity and justice. In this regard, ethics are one of those possible initiatives, even if the use and abuse of the term have hollow out its real meaning. In the institutional area, the academic field and private sector, a new framework is demanded for economy to grow and develop itself. This new framework sets aside the short-term vision imposed by financial markets and gives more importance to sustainable growth goals for the long-term, including issues of general interest. Ethics seem to be, once again, the backbone of a new system based on two big pillars: social and environmental ethics. ...

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Gender Diversity and Leadership

Published by Unai Admin

17/07/2025

Promoting multidimensional teams has a positive impact on business outcomes. Female presence in company’s executive boards is essential to build successful and long-term oriented business projects. The highly topical subject of gender diversity and leadership was discussed at the meeting Chief Communication Officer and companies, committed to equal opportunities and diversity held by Woman’s Week foundation and the Association of Directors of Communication in Spain (Dircom). This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joaquín Mouriz, Brand, Communication and Marketing director at Cetelem; José Romero Chief Communication Officer at Vodafone and M...

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For Leadership Based on Values and Quality: When Ethics and Efficiency Work Towards the Same Goal

Published by Unai Admin

17/07/2025

Talking about leadership today means talking about the search for new reference points, examples, honesty, commitment, greatness and broad-mindedness. If leadership has to be defined, it is undoubtedly a social asset capable of transforming and improving organisations and the society in general. Historically, leadership has always been seen as the point of authority in organisations and the result of personal development and guidance. However, Professors of ESADE’s Social Sciences Department Àngel Castiñeira and Josep Maria Lozano believe that leadership is something polyhedral, meaning that it is not just a juxtaposition of the good and the evil, the ethical and the efficient, but a combination of the two. This document was prepared by Corporate Excellence – Ce...

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Insights&Trends. European citizen participation: increasing citizen identification with the European Union

Published by Unai Admin

17/07/2025

The best way to guarantee the reassessment of the European unification process, its renewal and updating is giving greater visibility and prominence to the achievements of Europe, as well as promoting procedures of citizen participation and interaction with institutions and community organizations.Education and training of Europeans are the key parts of the project “Upgrading Europe 2012- 2015”, which, along with a substantial improvement in communication and collaboration between the institutional levels of state members, make up the main nexus when increasing the role of citizens in the process of building the European Union.This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the statements made by Jaume Du...

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How to Implement a Strategy of Transparency

Published by Unai Admin

17/07/2025

This technical note wasdeveloped by Corporate Excellence – Centre for Reputation Leadership based on the workshop titled How to Implement a Strategy of Transparency: Ethics as a Way to Creative Transparency and held in Madrid jointly with Navarra University in October 2012. Content: 1. Introduction 2. Takeaways 3. Content 3.1 The process of creating transparency 3.2. Reputational damage and the role of fans 3.3 Social networks’ impact on reputation 4. Appendices: - Programme: How to implement a strategy of transparency. Ethics as a way to creative transparency. - Presentation: How to implement a strategy of transparency. Ethics as a way to creative transparency. - Full wor...

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The New Ethics of Corporate Communication: Honesty, Transparency and Cooperation are Key

Published by Unai Admin

17/07/2025

Loss of trust in institutions and business as well as their leaders is a fact of the new reality. That’s why, in an attempt to meet the challenge of the ethical revolution, companies are anxious to review their management and communication strategies towards improved attitudes and behaviours. In the moments like the current crisis, demand for ethical responsibility of organizations and their leaders grows, since it is considered to be the way of recovering trust that had been lost. Demand for greater responsibility comes from a failure to meet ethical expectations, which may threaten the very survival of a business. Certainly, this task implies work towards restoring the burnt bridges of trust and strengthening the ties that have loosened or were destroyed as a consequence of short...

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Christophe Guibeleguiet (GlobeScan) talks about the «GlobeScan Radar 2014»

Published by Unai Admin

17/07/2025

Christophe Guibeleguiet (GlobeScan) talks about the «GlobeScan Radar 2014»

Interview with Christophe Guibeleguiet, CoCEO GlobeScan, at the workshop «Gestión excelente de los Asuntos Públicos: roles y funciones de la empresa» organized by Corporate Excellence, PlanBETEstrategias and GlobeScan. Guibeleguiet presents the results of the report «GlobeScan Radar 2014».

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The Importance of Sustainability for Reputation and Measurement of the Social Impact on Business

Published by Unai Admin

17/07/2025

An on-going and active dialogue, beneficial both for the company and the society, is the foundation for corporate responsibility and sustainability strategies. According to different rating lists, trust in companies and their leaders has hit historic low in many years and even decades: the current economic and financial crisis as well as the changes in the social model in terms of the authority and reference points, have shifted social leadership from the hands of formal institutions and their managers to the hands of peers, friends, family members and colleagues. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Christian Klode, Professor of the Witten/Herdecke University (Ger...

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Company and Human Rights: Trends and Tools

Published by Unai Admin

17/07/2025

This technical notewas developed by Corporate Excellence – Centre for Reputation Leadership, G-Advisory (Garrigues) and Business and Human Rights based on the workshop titled The Trends and Tools of Human Rights Management, held in Madrid on October 16, 2013. Content: 1. Introduction 2. Takeaways 3. Content 3.1 Guiding Principles 3.2 Legal Framework; Voluntary Regulation Framework; Monitoring, Control and Remedy Systems 3.3 Top 10 Business & Human Rights Issues 3.4 Case: Repsol and Human Rights 4 Appendices: 4.1 Programme 4.2 Related Resources All documents are available at: http://bit.ly/EmpresayDerech...

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Building Conscious Capitalism by Inspiring People and Stakeholders

Published by Unai Admin

17/07/2025

Profits for a company are like red blood cells for people, but are profits the only thing that matters? Life needs other motivation reasons that would inspire stakeholders to trust and love those companies that have a superior life purpose that determines their behaviour.The sixth President of the United States John Quincy Adams once said «If your actions inspire others to dream more, learn more, do more and become more, you are a leader». For the founders of conscious capitalism (an idea that developed into a new social movement in the United States), a leader is someone conscious of developing and using one’s emotional and spiritual intelligence in order to love and care about people and the environment.This document was prepared by Corporate Excellence – Centre f...

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Book Summaries. Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

Published by Unai Admin

17/07/2025

If a company understands and shares the concerns and aspirations of its stakeholders, it may be able to develop brands that would be competitive on the markets and sustainable over time. How to do it? Be more proactive and effective in communication with the stakeholders than before, and know their concerns as citizens. Today, being a good corporate citizen is the best and correct line of behaviour, of existence in the world of businesses and brands. It’s much more than CSR, since CSR is still viewed as an addition to business, an obligation to return to the society what has been received from it, to treat stakeholders well, while the real objective should be to do things well, in the broad sense of this expression. This document was prepared by Corporate Excellence – Centre ...

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Vestas and a new model of humanistic capitalism

Published by Unai Admin

17/07/2025

Does the need to manage reputation in companies play a part in bringing about change in the economic and social model prevailing up to that moment? Should the Chief Communications Officer (CCO) be the one responsible for ensuring the long-term vision in the face of companies' short-termism, as well as for changing their relationship with the world? Vestas is a firm that is over a century old, with mainly Danish capital and fully listed on the stock market. The firm began trading as a manufacturer of aluminium windows, but then started making farming equipment, and finally, in the 1970s, in response to the oil crisis, it began exploring wind energy as a cleaner and safer energy supply resource. This document has been prepared by Corporate Excellence – Centre for Reputation...

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How to respond to CSR demands improving organizations communication

Published by Unai Admin

17/07/2025

Properly reflecting companies’ commitment with sustainable and ethical behaviour is the main challenge of communication in relation to reputation and corporate responsibility. However, that Corporate Social Responsibility (CSR) has to go beyond the mere realization of ‘good deeds’ to become something strategic and integrated into the business. Through accountability, companies are increasingly communicating the phenomenon of responsibility and ethics in business. This started to happen in the 90s when responsibility was not only concerning economic issues but social, environmental and labour issues within organizations. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the stateme...

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Predecting elections. A "Wisdom of crowds" approach

Published by Unai Admin

17/07/2025

Opinion polls are the currency of politics. They are used by media organisations to evaluate the performance of governments, and by governments and political parties to test the policies that shape manifestos and reform agendas. But opinion polls all rely on one thing – asking people how they themselves intend to vote – and, too often, classical opinion research techniques fail to confront the issues that underpin inaccuracy. In the UK and in many other countries around the world, their performance over the past 20 years has ranged from excellent to disastrous.

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Making a business grow and internationalise in the global context of the new reputation economy

Published by Unai Admin

17/07/2025

Expanding a company across borders requires a solid reputation: Support measures in the form of investment, purchase or employment decisions are taken much more easily if the firm is known and recognised beyond its natural territory, if it is capable of generating a degree of familiarity and confidence similar to that of the companies in that other country. And when it comes to taking that path, it is fundamental to do so accompanied by its key stakeholders because, building a reputation is building a future together with the most important stakeholders, those with the strongest links to the company. This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Nicolas Georges Trad and Kasper Ulf Niel...

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Integrated Report

Published by Unai Admin

18/07/2025

To succeed in this endeavor PR Professionals need to understand that the paradigm for CSR/sustainability has moved beyond good deeds and contributions to comprehensive, strategic initiatives that have a clear connection to the company's strategy and business model and respond to all stakeholders. In this lecture with Larry Parnell, Associate Professor and Director at the Graduate School of Political Management of George Washington University, we examine this paradigm shift and explore how leading companies are responding.

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Sam Mountford (GlobeScan) talks about the «GlobeScan Radar»

Published by Unai Admin

17/07/2025

Sam Mountford (GlobeScan) talks about the «GlobeScan Radar»

Sam Mountford (Director of Global Insights, Globescan), explains us the main points of the international report «GlobeScan Radar». GlobeScan Radar is a program of evidence and counsel that draws upon GlobeScan’s unique database of nearly twenty years of tracking of global (20-30 country) citizen and stakeholder perceptions around business and its role in society. A partnership with GlobeScan through Radar provides you and your team with access to briefings and data, insight from societal trends on how companies are living up to public expectations, and how your peers in other sectors are handling potential threats to their reputation.

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Corporate Excellence and the Centre for Public Leadership launch Ranking Global Issues 2012

Published by Unai Admin

18/07/2025

Corporate Excellence and the Centre for Public Leadership launch Ranking Global Issues 2012

“Cooperation between the public and private sectors is important as never before to determine the priorities that we have to take into account”. This is the hypothesis investigated in the report titled Public Affairs: Conceptual Framework and Management Model. Ranking Global Issues 2012, drawn up by Corporate Excellence – Centre for Reputation Leadership and the Centre for Public Leadership established by MAS Consulting and Pontificia Comillas University (ICADE). According to Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, “the problems that societies are facing at the moment are so serious and require such significant investment of resources that they cannot be solved if approached separately from the publ...

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Spain has a great opportunity to promote management of intangibles

Published by Unai Admin

18/07/2025

Spain has a great opportunity to promote management of intangibles

“Reputation and brand are key to differentiate our products and services, and to lay the foundation for a new model of competitive advantage which generates sustained value”, says Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership. Reputation is key for recovering the trust and creating value for companies, institutions as well as the whole country, its regions and cities. For Alloza, “reputation is not a black box. It consists of 7 dimensions that need to be carefully managed: products and services; transparency, good corporate governance and ethics; social responsibility and sustainability; the quality of products and services; innovation; workplace; and financial results”. The CEO of Corporate Excellence goes on to explain...

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A new common framework for Corporate Social Responsibility: the international standard ISO 26000

Published by Unai Admin

17/07/2025

The publication of the ISO 26000 guidance is an important advance in an area where so far there have been many efforts to establish several different standards of certification. It is the only norm not requiring certification on which a consensus has been reached, perhaps because it possesses one of the essential qualities of CSR: it is a completely voluntary standard. It was drawn up with the cooperation of 2,000 experts from different areas (consultants, NGOs and associations), and countries, headed by the teams from Brazil and Sweden and associated with ISO, after the organization had noticed that there were different national standards, although all involved professed a common goal: that of promoting a common framework, vision, an...

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La Fageda: A responsible, committed style of leadership

Published by Unai Admin

17/07/2025

What do leadership and personal responsibility have in common? And what do groundbreaking and positive business models have in common with a trace of madness? The case of the Spanish cooperative milk-products producer La Fageda, has a bit of all four: for nearly 30 years it has employed a group of people with learning difficulties and has opened up an important space in the local market. Is it possible to speak of corporative responsibility without mentioning personal responsibility? Of course it is. The sort of leadership, which enables a socially responsible business to exist, is based on a personal and responsible style. Responsible leaders are naturally optimistic, honest, committed, inspirational, holistic, consistent and coherent.Document prepared by Corporate Excellence –...

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Joan Cuenca: A quality analysis of relationships within the field of Public Relations

Published by Unai Admin

17/07/2025

Joan Cuenca: A quality analysis of relationships within the field of Public Relations

Application of a comprehensive auditing model in Public Relations to the municipal company 22@ of Barcelona City Council. In keeping with the adage “you can’t control what you can’t measure”, the hypothesis that informs this research is the need to measure the performance of Public Relations in order to justify their existence. Although it is true to say the fi eld of Public Relations has been studied and professionally pursued since 1987, the accumulated corpus of academic and professional experience has failed to show people how to rationalise or improve their performance in this matter. In response to this concern, the research conducted by Joan Cuenca posits a hypothetical model of comprehensive auditing in Public Relations based on an amalgamation of models a...

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