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Influence of the Digital Environment in the Internal Communication: Siemens and ING Best Practices

17/07/2025

Social networks have reshaped the context in which companies' external communication takes place. Also internal communication is transforming itself rapidly and looks for the the best way to encourage their engagement and build a strong emotional link within the whole corporate project. Social networks have reshaped the context in which companies’ external communication takes place, but also internal communication is transforming itself rapidly: listening to employees is now the best way to encourage their engagement and build a strong emotional link within the whole corporate project. Document written by Corporate Excellence – Centre for Reputation Leadership, quoting María Cortina, Head of Corporate Communications and Government Affairs at Siemens Spain; Jos&eacu...

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Internal Communications Transform and Boost More Collaborative Processes: Bakinter, Orange and Repsol

Published by Unai Admin

17/07/2025

The new digital ecosystem had a strong impact in the way companies relate to citizens and customers. Nowadays, we are seeing how digital media and social networks are changing the way employees interact with their organizations. The new communication strategies try to boost their participation, collaboration and connection. This document was prepared by Corporate Excellence – Centre for Reputation Leadershop and contains references, among other sources, to the presentations of Asunción Soriano, CEO at Inforpress and Codirector at the Observatorio de Comunicación Interna e Identidad Corporativa of IE Business School; Guillermo Catalán, Manager of Internal Communications at Bankinter; Maika Monclús, Coordinator of Internal Communications in Repsol; Esther P...

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Paradigm Shift: From Total Communication Control to a Dynamic, Open and Interactive Conversation With Stakeholders

Published by Unai Admin

17/07/2025

Communication is undergoing drastic changes, and professionals have to adapt to them. In view of this context, one may refer to the ideas of Charles Darwin, who said that those who adapt to changes will survive, while those who lead these changes will dominate. The communication paradigm is currently shifting from the state where professionals held the monopoly over the discourse and unilaterally chose the content, the audience and the channel. Communication profession and practice has evolved from total control to a dynamic, open and interactive conversation. Today, talking to one’s stakeholders is not an optional task – the entire organization should approach its stakeholders and create better relations through “personification” of brands. This document was deve...

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Corporate communication today, in a much more complex, changing and global context

Published by Unai Admin

17/07/2025

Corporate communication today, in a much more complex, changing and global context

The business context today is very different from what it was like just a few years ago: challenges are more and more global and integrated, and vision has to keep up with these changes. Vision, mission and goals have to be realigned with the organization. In the age of constant intensive changes, communication is key to restoring trust. In order to achieve this, communication should play a major role in organizations, helping to establish dialogue with the society and stakeholders. Professor Paul A. Argenti from the Tuck Business School of the Dartmouth University (USA) points out in his book Corporate Communication that it is equally important to reconnect an organization to its vision and corporate goal and to show that a company is both an economic and social entity. This document wa...

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Internal Experience: Building Brands from the Employees

Published by Unai Admin

17/07/2025

Apart from pride and the feeling of membership, the factor that best describes internal experience with brand today, and determines employees’ satisfaction with the company is the capacity to feel one’s social role, contribution to the social value, active participation in the company’s commitment with the society. Social connection in its turn creates or reinforces an emotional link associated with the pride of being a member of the company’s voluntary social activity. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joan Cruz, Director for Territorial Coordination at the Telefónica Foundation; Isaac Vitini, HR Director at Coca-Cola Iberia...

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Roger Bolton (Arthur W. Page Society) talks about the new communication model

Published by Unai Admin

17/07/2025

Roger Bolton (Arthur W. Page Society) talks about the new communication model

Roger Bolton, President of Arthur W. Page Society – and a member of Corporate Excellence's Advisory Board, share his knowledge about the experience of North American companies and present the Building Belief New Communication Model, It is a new model of communication based on a system of shared beliefs between the stakeholders that an organization has with the objective of activating corporate character and authentic advocacy.

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Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Published by Unai Admin

18/07/2025

Madrid, 16 October, 2014. Today we are holding a presentation of the newly published title in the Corporate Excellence Series, Comunicación estratégica y su contribución a la reputación (Strategic Communication and Its Contribution to Reputation). This is the Spanish version of Corporate Communication, a comprehensive manual by Paul A. Argenti.Corporate Excellence Series also includes Alinear para ganar (The Alignment Factor) by Cees van Riel and Reputación Corporativa (Corporate Reputation) by Carreras, Alloza and Carreras. Today, at 7 p.m. we will start a live broadcast of the masterclass delivered by the book’s author, a renowned expert in corporate communication. Paul A....

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Strategic Communication and Reputation - Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Reputation - Paul A. Argenti

Masterclass by Paul A. Argenti (professor, Tuck School of Business and Advisory Board, Corporate Excellence - Centre for Reputation Leadership), where he talks about Strategic Communication and Reputation. There he also talks about his book, published jointly with Corporate Excellence.

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Innovations in Communication: Building Beliefs

Published by Unai Admin

18/07/2025

Innovations in Communication: Building Beliefs

Madrid, April 9, 2014. Building Beliefs Project and the inter-University platform, launched by Corporate Excellence jointly with the Forum for Research in Communication, was presented yesterday within the framework of the Conference on Innovations in Communication. The project draws on the theoretical framework titled Building Belief, which was translated into Spanish as Compartir Creencias (Shared Beliefs), developed by Arthur W. Page Society in 2012. The project unites more than 60 scholars who will fill the model with content both on the theoretical and practical levels by applying its findings to business practice. Corporate Excellence cooperates with Arthur W. Page Society, one of the largest associations of communications dire...

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New Communication Model, from persuasion to advocacy

Published by Unai Admin

18/07/2025

For the second year, Corporate Excellence - Centre for Reputation Leadership held a summer course about communication in the framework of the summer courses at the Complutense University of Madrid that was celebrated in San Lorenzo de El Escorial. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, were at the course “Communication and intangible assets: from persuasion to advocacy”. Students could learn about the main steps that are being taken related to communication and other intangible assets management key for organizations. Within this academic and professional framework, the New Communication Model was presented. Corporate Excellence has been working in this New Model along with The Arthur Page Soc...

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Communication and Intangible Assets: from Persuasion to Advocacy

Published by Unai Admin

18/07/2025

Communication and Intangible Assets: from Persuasion to Advocacy

Madrid, June 26, 2013. Summer Courses of the Complutense University of Madrid will be held for the 26th time in San Lorenzo de El Escorial. They are presented with a very diverse program as well as speakers. For the second year, Corporate Excellence - Centre for Reputation Leadership will hold a course on intangible assets management. The Summer Courses are sponsored by the División Global Santander Universidades. They will take place through the 1st of July and the 26th. There will be a total of 114 activities. Specifically, Corporate Excellence - Centre for Reputation Leadership will present the course “Communication and intangible assets: from persuasion to advocacy”. This specific course will take place on the 8th and 9th o...

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The CEO's role in leading transformation

Published by Unai Admin

17/07/2025

In today's business environment, companies cannot settle for incremental improvement, they must periodically undergo performance transformations to get, and stay, on top. But in the volumes of pages on how to go about implementing a transformation, surprisingly little addresses the role of one important person. What exactly should the CEO be doing and how different is this role from that of the executive team or the intitative's sponsors?

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Internal communication: a tool for building trust and transparency in organizations

Published by Unai Admin

17/07/2025

Companies and institutions want to gain external credibility, but this is not possible without achieving first internal credibility, without being coherent and consistent in regard to what is done inside and what is demonstrated outside. The goal is clear: if reputation is contrasted with prescription, employees have to be the first defenders. Due to the impact of the crisis in many Western countries, the benchmark for some companies that were unique in recognition because of its ability to generate attraction and fidelity of talent has significantly dropped. The feeling of many employees as hostages in an unwanted situation, or the workers dismissal leads to rethink some of the bases on which people managing is based in organizations, according to the director of HR Reale Seguros, Alfred...

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Innovations in communication: need for new ideas to engage the entire society

Published by Unai Admin

17/07/2025

Doing things differently is as important today as making things that are different from the ones produced by others. Traditional challenges in the area of communication are complemented by new challenges of the digital world and force professionals and companies to look for new creative ideas that would boost not only communication proper, but business in general. Is it possible that the ideas that worked in the pre-digital era are still viable? This document analyzes the drivers for innovations in communication at the moment, in the context of the new digital world.This document was prepared by Corporate Excellence – Centre forReputationLeadership and contains references among other sources to the statements of Ben Padfield, Chief Innovation Officer EMEA, Weber Shandwick, durin...

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«The Alignment Factor» by Cees Van Riel

Published by Unai Admin

17/07/2025

In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Professor of Corporate Communication of the Rotterdam School of Management and Vice Chairman of the Reputation Institute, in his book titled The Alignment Factor (“Alinear Para Ganar” in its Spanish translation). The book highlights the need for support on the part of stakeholders in order to enter different markets, obtain operating licenses and minimise potential obstacles. Here you can see the companies of Corpoate Excellence - Centre for Reputation Leadership that appear in the book.

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Interview with Cees Van Riel, Corporate Communications Professor at RSM/Erasmus University

Published by Unai Admin

17/07/2025

Interview with Cees Van Riel, Corporate Communications Professor at RSM/Erasmus University about the alignment factor and how business must introduce a new perspective of management if they want to surive in the long run.

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The Chief Communications Officer (CCO), key figure for companies to successfully compete in the Reputation Economy

Published by Unai Admin

18/07/2025

Madrid October 18, 2012. 88% of large companies worldwide believe reputation has become a key factor for business success, according to the study “Navigating in the Reputation Economy” conducted among 300 major international companies by Reputation Institute. The report shows that 68.1% of companies admit to be in the incipient stage of this reputation strategic management, however, it anticipates that there will be an important progress in this field over the next five years. According to the companies surveyed, the main challenges are: active management of all their stakeholders (for 55.6% of respondents) and strategic alignment (36.3%). Therefore, communication is going to be one of the keys to reputation management, thus the role of the communications director is conf...

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The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence (Cees van Riel)

Published by Unai Admin

17/07/2025

In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Professor of Corporate Communication of the Rotterdam School of Management and Vice Chairman of the Reputation Institute, in his book titled The Alignment Factor (“Alinear Para Ganar” in its Spanish translation). The book highlights the need for support on the part of stakeholders in order to enter different markets, obtain operating licenses and minimise potential obstacles. Here you can see the book presentation in Madrid.

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Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture

Published by Unai Admin

17/07/2025

A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees. There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands. This document has been prepared by ...

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The Present and the Future of Communication Director’s Role in the New Economy

Published by Unai Admin

17/07/2025

The Present and the Future of Communication Director’s Role in the New Economy

The role of the Corporate Communication Director or Chief Communications Officer is gaining more weight in organisations, combining various strategic functions from managing some key intangibles, such as brand and reputation, to communication.Marketing is not effective and no longer yields expected results, advertising has become trite and ineffective, traditional public relations fail to reach new audiences and digital communities, communication tools used by companies in the past lost a good part of their capacity to generate value and are no longer useful for companies because the rules of the game have changed.This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Joan Costa, an...

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Communication function becomes strategic

Published by Unai Admin

18/07/2025

The results of the European Communication Monitor prove that the role of the manager for intangible assets is becoming more and more relevant in the strategic decision-making process. The Monitor shows that 67.8% of professionals in the field take into account Strategic Facilitators when they define the strategy. The results are based on rigorous analysis that identifies basic structures and the evolution of the communication. It is the most comprehensive international research in the field of public relations and communication management, with a sample of 2,209 professionals from 43 countries. In this context, it is important to note that Corporate Excellence works jointly with Rotterdam School of the Erasmus University to analyse how the role of director for communi...

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Southwest Airlines: The quality management and a good customer service focused on the employees

Published by Unai Admin

17/07/2025

In a business where the key to success is based on passengers' turnover, Southwest has found a competitive advantage involving its employees with Southwest brand. Southwest Airlines is a North American low cost airline, with 38 years of profitability backing the Southwest experience. They also have thefewest number of complaints from consumers since 1987 and the largest number of passengers carried all over the country (more than 100 million per year). Document prepared for Corporate Excellence - Centre for Reputation Leadership quoting, among other sources, the interventions of Southwest Airlines in the fifteenth International Conference on corporate reputation, brand, identity and competitiveness held in New Orleans, May 2011.

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Congreso «Building Museum Reputation»

Published by Unai Admin

18/07/2025

The Museo Nacional del Prado, the University of Navarra and Corporate Excellence - Center for Reputation Leadership organize the "Building Museum Reputation" Congress that will take place at the Museum of the University of Navarra from September 18 to 20, 2019. In recent times, the management of reputation and intangible assets has become a key issue for the creation of value and the strategic direction of museums. For the first time, from an academic and professional perspective, a congress will be held to reflect on external and internal factors that influence the reputation of museum institutions. RECIPIENTS: The congress is aimed at expert managers in reputation, museum managers and sponsorship professionals, who will discuss the creation of museum value and the strategic ...

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EUROPEAN COMMUNICATION MONITOR 2019

Published by Unai Admin

18/07/2025

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 Intelli...

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