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Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

17/07/2025

This document explains how the current intangible economy provides a great opportunity for companies. It includes the main points discussed at the World Public Relations Forum 2014. In every communication, it is very important to be aware of our identity as company, of our stakeholder's expectations and social issues. This is the only way to be able to make better decisions and create business projects that are sustainable in the long term and capable of value creation. Management of intangible assets, in particular how the strategy is communicated, enables companies to influence attitudes and generate value behaviours. To do so, it is important to earn our stakeholders' trust and get their involvement by actively listening to their expectations and focusing on the values we shar...

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Book Summaries. Simultaneous Accounting: Intangible Value Assessment and Control in Integral Management (2015)

Published by Unai Admin

17/07/2025

Financial accounting covers anything that has a monetary value. However, there are some assets, which do no have an established countable value but an identity of their own and can substantially influence the general economic outcome. Until now, organizations have only focused on the assets and resources that brought economic growth. Nowadays, organizations also rely on other assets which may lack a set value but which contribute to the good running of the organization. This integral and systematic approach is explained in the book Contabilidad simultánea. Valoración y control de los intangibles en la gestión integral (Simultaneous accounting. Intangible value assessment and control in integral management) written by Salvador Guasch, Head of the Institute of Intangibl...

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Positive Influence of a Strong Reputation on a Company’s Economic and Financial Results

Published by Unai Admin

17/07/2025

Do good deeds have a positive economic result? A heated debate over excellence, reputation, CSR and their impact on performance is still raging in the academic and professional communities: it is possible to find a balance of body and soul, tangibles and intangibles, business story and the bottom line? Professionals responsible for intangible assets and those in charge of finance are a good reflection of this dual reality that frequently makes Board members and Management Committees take difficult decisions: should we prioritize strong economic results or strengthen our position on the market? But does a good decision of this kind always imply a choice between the two parts of this equation? This document was prepared by Corporate Excellence – Centre for Reputation Leadership...

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Best practices and future challenges in Corporate Reputation management

Published by Unai Admin

17/07/2025

Most of the efforts aimed at improving corporate reputation today are focused on the impact that reputation has on business, gauging this impact and obtaining the information necessary for defining reputational strategy and placing intangibles in the centre of the overall business strategy, overcoming divisional barriers. However, it may be even more challenging and important to overcome divisional barriers that exist within organizations, establish processes and procedures for reputation management and tap into the research on intangibles management. Executives responsible for managing intangible assets will have to face these challenges in the near future. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains ...

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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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Relevance of Communication for Corporate Reputation

Published by Unai Admin

18/07/2025

Madrid, 29 September, 2014.The World Public Relations Forum, a major event in the field of communication and public relations was held in Madrid on September 21 – 23, and allowed its participants to share important ideas related to the management of intangible assets. The first working day of the Forum brought together top academics representing universities from all around the world. They presented some recent and relevant trends in academic research: focus on shared values, sincerity of corporate narrative, true and effective leadership of professionals, common standards, professional ethical codes, best practices, contextual variables are just a few of the subjects referred to in the scholars’ papers and presentations. Speakers emphasized the opportuniti...

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The State of Corporate Reputation and Progress in the Research on Reputation

Published by Unai Admin

17/07/2025

What is meant by having a good or bad reputation? In what way can reputation create or destroy value for a company? How does it help to find and use new opportunities? What is the origin of reputation and its source of value? Is there an overall reputation or is reputation defined in terms of specific aspects and opinions held by specific actors?In the last few years, significant progress has been made in the area of reputation, as compared to preceding years. This was coupled with the interest in the matter expressed by the mass media, the business community in general, and financial and stock exchange professionals in particular, largely as a result of increasing visibility of reputation rankings and monitoring reports.This document was prepared by Corporate Excellence – Centre for...

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From Measurement to Management: Managing Reputation to Achieve Competitive Advantage

Published by Unai Admin

17/07/2025

Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also because it leverages the value of the company’s unique character and identity by showing how well the company manages to align its external perception with the internal reality.If there is an area whose role in large companies increased in the last few years, it is reputation: every day more attention is paid to how an organization is perceived and recognized, due to the fact that organizations become increasingly aware of the role that this perception and recognition play in the decisions related to purchases, investments, work motivation or just support.This document was prepared by Corporate Excellence – Centre for Reputation Leadershi...

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Strong Brands, Profitable Brands: How Greater Alignment with Ideals Leads to Best Results

Published by Unai Admin

17/07/2025

Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price. Brand equity is intangible value that determines to what extent associations evoked by a brand are able to predispose stakeholders to prefer this brand to others or pay a premium price for the brand now or in the future. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Custom...

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Corporate Excellence and Dircom hold the First Conference on Innovation in Metrics

Published by Unai Admin

18/07/2025

Madrid, March 10th, 2014. The importance of intangible assets as a management and value creation tool is clear. One of Corporate Excellence’s key objectives is to demonstrate the economic impact of intangible assets and resources. The truth is that the new reputation-driven economic system needs reliable and rigorous long-term indicators such as brand, reputation, employees’ commitment and customer satisfaction. These indicators help companies to engage their stakeholders and develop long-term strategies. This was the starting point of the 1st Conference on Innovation in Metrics held last week in Madrid by Corporate Excellence jointly with one of its key allies, Dircom Spain. José Manuel Velasco, Dircom’s Preside...

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Corporate Reputation launched at Columbia Business School

Published by Unai Admin

18/07/2025

Corporate Reputation launched at Columbia Business School

Madrid, January 30th 2014. Corporate Reputation, the new title in the Corporate Excellence Series, was presented at Columbia Business School yesterday. The presentation of Corporate Reputation took place at Columbia Business School; around 50 top experts in the area of reputation attended to the event; including Roger Bolton, President of Arthur Page Society, the largest U.S. Association of professionals working in the field of public relations and corporate communication. Corporate Excellence – Centre for Reputation Leadership and Arthur Page Society work together in a project on The New Communication Model. The project is based on a publication by the American association which looks at such important issues as adapting corporate ...

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The Problem of Measurements in the Economy of Intangibles: Specific Measurement Tools but Holistic Vision

Published by Unai Admin

17/07/2025

The fact that intangible assets account for more than 80% of the value of major companies is irrefutable. It is also irrefutable that these assets determine the key features of the new economy that is being born amidst the current crisis. However, a lot still has to be done in order to develop adequate measurement tools and indicators that would be applicable to these assets. Making progress in the area of measuring the value of brand and corporate reputation and development of measurement tools and indicators that would accurately reflect their true contribution to business value and be widely accepted by the academic and professional communities are the goals of many academics and professionals. This document talks about measurement to i...

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Undertake Commitment and Fulfill It in Order to Build Reputation

Published by Unai Admin

17/07/2025

Undertake Commitment and Fulfill It in Order to Build Reputation

Today, the best companies are those that have a good reputation, those who are widely and better recognised as a result of high evaluation by their stakeholders. Although the current crisis has seriously damaged trust in companies, those firms that demonstrate a strong commitment to their stakeholders will succeed in recovering this trust.Intangible value of companies has been changing over the last 40 years. If in the middle of the 1970s only 20% of the market value of S&P 500 companies was attributable to intangible assets (according to Ocean Tomo, a financial services firm specializing in intellectual capital), today the situation is different, and the Pareto rule has been turned over: more than 80% of companies’ market value is attributed to intangibles. More specifically, in...

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Innovations in Brand: Growth Management and Forecasting

Published by Unai Admin

17/07/2025

This document was developed by Corporate Excellence – Centre for Reputation Leadership, Millward Brown and Conento based on the workshop titled Innovations in Brand: Growth Management and Forecasting held in Madrid in July 2013 and in Barcelona, in October 2013.

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What makes a CCO Excellent?

Published by Unai Admin

18/07/2025

Medellin, Colombia, October 29, 2013. Corporate Excellence - Centre for Reputation Leadership presented the main findings of the study “What makes a CCO Excellent?” (El Chief Communications Officer del futuro in Spanish) at the 2ndInternational Conference on Reputation in Latino America that is being celebrated in Medellin. It is a research study carried out by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management – Erasmus University along with Corporate Excellence - Centre for Reputation Leadership. The study was carried out between June 2011 and December 2012. In depth interviews and surveys were made to 117 Communication Directors of large enterprises in the United States, United Kingdom, Germany, France, Spain, It...

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Presentation of Corporate Reputation in Barcelona

Published by Unai Admin

18/07/2025

Madrid, October 2nd, 2013. Yesterday, at Gas Natural Fenosa in Barcelona it was presented Corporate Reputation. This is the last book of the series developed jointly by Corporate Excellence - Centre for Reputation Leadership and LID Editorial. It is the second book published under this framework of collaboration. In this case, it is a manual on one of the most important non-financial assets for organizations, corporate reputation. The manual, the first one of the field published in Spanish, is a comprehensive overview of all research and scientific contributions made in reputation studies so far, analysed from three perspectives: financial, psychological and sociological, mirroring its three authors’ respective areas of interest: Ángel Alloza (psychologist), Enrique...

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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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Corporate Excellence and LID Editorial launch "Corporate Reputation"

Published by Unai Admin

18/07/2025

Corporate Excellence and LID Editorial launch "Corporate Reputation"

Barcelona, June 6, 2013. The Spanish Think Tank Corporate Excellence – Centre for Reputation Leadership and LID Editorial launch the second book of the Corporate Excellence Series. Corporate Reputation at the 17th Annual Global Conference on Corporate Reputation. Corporate Reputation takes us to the psychosocial phenomenon of corporate reputation. It goes through the history of the corporate reputation concept and consolidates its scientific character thanks to metrics and management models. The book gathers research studies and scientific research on the subject analyzed from three different perspectives: financial, psychological and sociological views thanks to the three specialy fields of the authors: Ángel Alloza (psychologist), Enrique Carreras ...

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Integrating financial information with non-financial information: the transparency challenge

Published by Unai Admin

18/07/2025

Integrating financial information with non-financial information: the transparency challenge

Madrid, April 23, 2013. At the European Commission, American SEC or the Spanish CNMV, there is a consensus among the main global organisms that work on corporate information about the necessity to integrate financial information and non-financial information in order to understand companies’ reality. Currently, there is a high number of multiple initiatives in this field. Corporate management reports are evolving towards economic, social and environmental information gathering that helps C-suites to make decisions faster, and based on synthetic and trustworthy information. The information gathering process has made important progress regarding Integrated Reporting elaboration. Recently, the International Integrated Reporting Council (IIRC) initiative has presented a first...

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Intangible assets management more and more important in large corporations

Published by Unai Admin

18/07/2025

Intangible assets management more and more important in large corporations

Madrid, January 30, 2013. Intangible assets management is becoming increasingly important to business strategies of large corporations. Proof of this is; 40% of these executives have already joined the Steering Committees according to a research sponsored by Corporate Excellence with the participation of 117 Communications Director of large companies from the U.S., UK, Germany, France, Spain, Italy, the Netherlands, Brazil, Mexico and Chile. CCO is now manager of key intangible assets: reputation, brand, communications and public affairs and increase their influence with stakeholders, including sectorial organizations, social organizations, investors and institutional relationships. Communication with employees represents 14% of their time, the same time spent on the relationships with th...

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Iberdrola assumes presidency of Corporate Excellence

Published by Unai Admin

18/07/2025

Madrid, January 10, 2013. This morning, Iberdrola has been chosen by unanimity by Corporate Excellence - Centre for Reputation Leadership Board of Trustees -BBVA, Iberdrola, La Caixa, Repsol, Santander and Telefónica- to chair the Foundation during the period 2013-2015. In the Board of Trustees, Iberdrola is represented by José Luis González-Besada Valdés, Communications Director at Iberdrola. González-Besada, 53-year-old, native of Ponteceso (La Coruña), holds a degree in Communications from the Complutense University of Madrid. He is specialized in economic and financial journalism, and worked as head of the Economy section, Deputy Director and Assistant Director at the Spanish newspaper ABC for twenty years. New faces Mar&iacu...

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Driving the Management of Intangible Assets

Published by Unai Admin

18/07/2025

Driving the Management of Intangible Assets

Since Corporate Excellence - Centre for Reputation Leadership was created, we have achieved what we marked. 2012 has been a year in which a large number of projects and new initiatives have been implemented, all of them related to the six activity areas in Corporte Excellence: Reputation, Brand, Communications, Metrics, Public Affairs and Training. Now that the time for accounting has arrived, we are proud of our results. Along 2012, Corporate Excellence has conducted 36 activities for its members; from workshops, best practices meeting and training activities. All our activities have been very well received by professionals of this field. We have reached a participation average of 21 participants per activity, we have 87.8% of satisfaction, and 97% of recommendation by our participants. ...

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The case of Tetra Pak: Placing reputation at the heart of business strategy

Published by Unai Admin

17/07/2025

Many organisations include reputational management as part of their daily operations, integrating its principles and tools into corporate management to a greater or lesser extent. Yet few introduce the vision of reputation into the very heart of their business strategy, making it their main asset when taking business decisions. Tetra Pak is one of the few examples that can be made in this sense, which is a truly remarkable feat for an organisation whose aim, however paradoxical this may sound, is somehow to go unnoticed, at least for its own users: all those people who 460 million times a day use their recycled containers or cartons of milk, juice, shakes or tea for breakfast, lunch or dinner. This document has been prepared by Corporate Excellence – Centre for Reputation Leadershi...

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Reputation Management: Reptrak™ Trends

Published by Unai Admin

18/07/2025

Workshop Reputation Management: Reptrak Methodology by Nicolas Trad, Executive Partner at Reputation Institute. He talks about main challenges of reputation management and Reptrak Methodology trends.

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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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El impacto de la reputación en la satisfacción del cliente

Published by Unai Admin

17/07/2025

Documento de Buenas Prácticas elaborado por el Foro de Reputación Corporativa. Telefónica se ha propuesto dar el salto entre lo que podría llamarse “un activo potencial de reputación” y “un activo real de reputación”, que tenga un efecto medible en las ventas. Se trata de identificar aquellas “palancas” de gestión y comunicación de mayor impacto en la cuenta de resultados.

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Overview of the Best Academic and Consulting Models Used for Evaluation of Brands

Published by Unai Admin

17/07/2025

What are the best perspectives and aspects for analysing the most important intangible asset for a company? What academic institutions have developed brand management methods and evaluation procedures? What experts and professionals contributed their views on brand management? The document addresses all these questions and provides an overview of the best methodologies. 35 leading analysis models or paradigms – 24 from the academic community and 11 from the professional community – have been compiled in this text published by the international consulting firm Brand Management Coleman CBX and edited by its Projects Director Luis Miguel de Bernardos, who advocates the importance of measurement for reinforcing the strategic role of brands. This document was prepared by Cor...

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Nicolas Trad (Reputation Institute) talks us about reputation management

Published by Unai Admin

17/07/2025

Nicolas Trad (Reputation Institute) talks us about reputation management

Nicolas Trad, Executive Partner at Reputation Institute, explain to us about the main challenges of reputation management.

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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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Applications being accepted for the 5th Executive Programme for Management and Analysis of Intangibles in the field of Brand and Reputation

Published by Unai Admin

18/07/2025

The 5th Executive Programme for Management of Intangibles, which is being co-directed by Corporate Excellence - Centre for Reputation Leadership and the Escuela de Organización Industrial – EOI [School for Industrial Organisation], will commence on 26 October in Madrid. Applications for the course are currently being accepted (marina@corporateexcellence.org). The Executive Programme for Management of Intangibles, which comprises 165 hours of coursework, is designed to help those professionals seeking to develop their skills in the area of intangibles management - primarily with multinational firms. The programme is also aimed at professionals who are currently working in the areas of corporate reputation and brand management, communications, public affairs, marketing, corpora...

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The relation between perception and reality: evaluating reputation in offline and online media

Published by Unai Admin

17/07/2025

Traditional and digital media present an ongoing challenge to companies, given that they can decisively work to either strengthen or weaken supporting attitudes towards a firm. Stakeholders are increasingly influenced by the opinions of those in their immediate environment - friends, relatives and workmates. Reputation is not only the result of what a company does: the direct experience one has with a firm through its products or services, its investments and employees, its ethical and socially responsible behaviour. Reputation also derives from what a company says: its brand communication, its public relations and advertising – in short, to some extent from indirect points of contact. And let us not forget the influence of what others say about the company (experts and opinion lead...

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