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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

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

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. Argenti, Professor of Corporate Communication at Tuck School of Business (Dartmouth), one of the top international experts both in the academic domain and strategic consulting, and a member of Corporate Excellence’s Advisory Board. The expert will deliver a masterclass for all participants of the presentation. He will also sign copies of the book and take part in the discussion and a networking cocktail which will conclude the event. Click here to watch the interview the expert gave to the Corporate Excellence team during our Global CCO course at Tuck School. The strategic function of corporate communication as well as the urge to find its right place within the organizational structure at the same level as other key corporate areas such as finance, strategy, human resource or operations, is an unstoppable trend. This is because all companies in the 21st century need to manage their intangible assets and resources in an excellent and integrated way in order to achieve success and continuity both in terms of brand and corporate reputation. The book is a practical guide designed to help organizations implement advanced communications strategies which will differentiate them from competitors and through a good reputation build strong relations with customers, employees, investors and the society in general. In order to illustrate this point, the book uses the cases of Abertis, Agbar, Banco Santander, Bankinter, BBVA, CaixaBank, Corporate Excellence - Centre for Reputation Leadership, Correos, Danone, DKV Seguros Médicos, Ferrovial, Gas Natural Fenosa, Iberdrola, MAPFRE, REPSOL and Telefónica. A great contribution of this book is its review of major Spanish companies’ success stories which allow the reader to apply the knowledge and expertise provided by Paul A. Argenti to his or her own organization. In line with our objective to share knowledge, we are offering the book’s first chapter and contents for a free download. The book’s review is also available. This and other titles are available in Corporate Excellence Series.


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Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Published by Unai Admin

18/07/2025

Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Madrid, May 14, 2014. Today it was hold at Corporate Excellence headquarters a meeting with the Advisory Board: Roger Bolton. Mr Bolton is a member the President of the Arthur W. Page Society, one of the largest international associations of communications and public relations directors, which brings together major North American companies, all of them included in Fortune 500. In his capacity as a member of the Advisory Council, Roger shared with the event’s participants some interesting ideas about the Association and the way that North American organizations develop. The mission of Arthur W. Page Society is to strengthen the leadership of Chief Communications Officers (CCOs), providing a dynamic learning environment based on the highest professional standards that lead to improved understanding, practice and education experience in the area of corporate communication. Corporate Excellence fully supports the goal of strengthening the position of Chief Communications Officers and promoting integrated management of intangibles in organizations. That’s why Corporate Excellence signed a Cooperation Agreement with Arthur W. Page Society, aiming to encourage promotion of the New Communication Model (Building Belief) in the academic and professional communities. The basis of the New Model is presented in a report published by Arthur W. Page Society in 2012: Building Belief. The report suggests a new communication model for organizations based on defining a unique identity, able to differentiate a company and generate shared beliefs and associations in the company’s stakeholders. Corporate Excellence agrees with the principles set out in the report, and jointly with the Forum for Research in Communication, which unites public and private Universities from Spain and Latin America, established an inter-University platform, which brings together more than 70 scholars who will test the Arthur W. Page Society’s model on the academic and practical levels and promote it in all Spanish-speaking countries. The research team will test the Building Belief Model’s effectiveness on the institutional, corporate, online levels as well as the levels of NPOs, small and medium businesses and Universities. During today’s meeting, Roger Bolton talked about the first steps of putting the New Communication Model into practice – an insight based on a qualitative research which involved 25 companies included in Fortune 50 and aimed to find out how companies define, activate and align their corporate values with the organization’s overall strategy. Roger noted that the research explores the role of corporate values in defining and strengthening the identity of an organization as well as the leaders involved in this process. He also revealed that organizations that took part in the research follow an 8-stages’ process of defining, strengthening, implementing and aligning their corporate values with the company’s overall strategy: • Stage 1. Most of the interviewed organizations report being involved in the process of revising and defining their values. • Stage 2. Organizations do not change their values without a preliminary analysis of their position. The level of defining or redefining varies significantly in different organizations. • Stage 3. Although the process of redefining values varies among companies, CEOs and Board members are usually involved in the process. Besides, on many occasions, an important role is played by employees and key stakeholders. • Stage 4. Corporate values “activate” corporate culture in organizations. And communication is the key element of this process. • Stage 5. Apart from communication, many organizations use other methods to implement their values and differentiate themselves. • Stage 6. The level of alignment achieved by organizations varies significantly. However, all companies agree that alignment of corporate behaviours and activities with the organization’s beliefs is the key to success. • Stage 7. Although companies note that it is difficult to measure the financial impact in this area, most of them have internal and external measurement tools in place, helping to determine the level of alignment with corporate values. • Stage 8. Aligning values is a process that requires a high degree of cooperation and engagement on the part of Board members.


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From Measurement to Management: Managing Reputation to Achieve Competitive Advantage

Published by Unai Admin

17/07/2025





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What makes a CCO Excellent?

Published by Unai Admin

18/07/2025

What makes a CCO Excellent?

What makes a CCO Excellent?

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, Italy, Netherlands, Brazil, Mexico and Chile. The findings were presented internationally in January and they are now published in Spanish for Latin America and Spain. The Conference is becoming a reference event for every professional and professor in America interested in Corporate Reputation. The study shows that intangible assets management is more and more relevant for corporate strategies in large organizations. According to the results, 40% of Chief Communication Offices is part of the Steering Committees. CCO are becoming the managers of key intangible assets such as corporate reputation, brand, communication, and public affairs; they are becoming increasingly important among key stakeholders (not only for media) but also for customer, employees and shareholders relationships; they also play a role with organizational industries, politicians and social matters. In order to be able to play all these roles within the organization, future CCO should develop communication skills, as well as skills related to corporate brand and reputation, business skills, stakeholders integration, sales support and social awareness skills. The 2nd Edition of the Latin-American Conference, held by Goodwill Comunicaciones and Reputation Institute, brings to participants some of the latest knowledge on corporate reputation. This year as part of the Reputation Journey; it is also remarkable all the speeches on the analysis of corporate changes that organizations should do to fully integrate reputation in the strategy decision making process. Along with the Chief Communication Officer study, Corporate Excellence - Centre for Reputation Leadership has presented the Latin-American edition of its last book, “Corporate Reputation”, prologue by Charles Fombrun and Joan Costa. inShare


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The Global CCO Program Second Edition

Published by Unai Admin

18/07/2025

The Global CCO Program Second Edition

Madrid, May 23 2013. The Global CCO program will take place for its second time at some of the best universities and business school in Europe and United States: ESADE, Columbia University and Georgetown University. The Global CCO program is an executive senior program aimed at communication professionals. It has been designed by ESADE Business School and Corporate Excellence – Centre for Reputation Leadership, and it is focused on the most important topics when impoving knowledge and skills of current and future Chief Communications Officers (Global CCO). The Global CCO Program is presented as an update of the traditional management of Communication Director by integrating relevant issues like public agendas, intangible assets management or leading skills in organizations. This year, there will be three main venues for the program. The first module, in November, will take place at ESADE, Madrid (Spain). At the business school, participants will learn on the skills and dimensions of excellent Chief Communications Officers; CCO’s roles are getting increasingly important in organizations, they will also learn how to develop and improve leading skills, among others. The second module will take place in January 2014 at Columbia Universtiy, New York (USA). Students will learn about corporate communications, reputation, and brand management, new trends and approaches, online and offline strategies, media relationships, etc. And the third module will be at Georgetown University, Washington D.C. in June 2014. Geopolitics, organizations’ role, awareness of the social and corporate context, as well as lobbying and business models, among others. Participants will have to develop a solidarity project in order to apply acquired knowledge and solve a real and current problem of a third sector organization. The program is presented as a dynamic learning model between students and teachers. Teachers at three institutions are practitioners and academia professionals of a great level. Registration deadline is now open to professionals interested in improving and evolving in their skills and communication managing tasks. Find out more.


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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

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 the media. This research has identified twenty key factors for the success of Chief Communications Officer (CCO.) It has been used as the academic reference for the program The Global CCO designed by Esade and Corporate Excellence, in collaboration with the American universities of Georgetown (Washington) and Columbia (New York). 14 professionals from some of the main corporations in Spain (Abertis, BBVA, Esade, Iberdrola, La Caixa, Repsol, Santander and Telefónica) have participated in the first edition of the program. A more business professional The research, conducted by Cees van Riel Professor at the Erasmus University of Rotterdam (Netherlands), divides Communications Director into four different groups: those responsible for aligning the stakeholders, the ones who build relationships, the ones who facilitate the internal change processes and those who integrate communications into business. In order to assume all these roles, Communications Directors are incorporating to their communications responsibilities other issues related to business, leadership, stakeholders management, sales and analysis of the social context. Executive Summary Estudio Completo


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Chief Communications Officer's drivers of success

Published by Unai Admin

18/07/2025

Chief Communications Officer's drivers of success

Chief Communications Officer's drivers of success

Madrid, January 29, 2013. Intangible assets management is becoming increasingly important to business strategies of large corporations, as well as the influence of Chief Communications Officers 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. We are pleased invite you to know the findings of this investigation. Follow the event at our streaming channel www.corporateexcellence.org/streaming.html and via twitter at @CE4reputation #globalcco.


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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

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

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 configured as the main role for managing corporate reputation (55.9%). According to Beverly Nannini, Director of Consulting and Operations at Reputation Institute in Spain and Latin America, "in order to successfully compete in the Reputation Economy, companies need to face the necessary organizational changes to integrate this intangible transversely across the company departments and thus, constitute a basic KPI when formulating corporate strategy. It is a complex process that involves the renovation of some traditional roles. In the most advanced companies, the strategic definition of reputation is made by consensus between the CEO and CCO (Chief Communications Officer), being the latter the responsible for its implementation". The reputation of Spanish companies According to the study Reputation Management in Spain, conducted by Dr. Ana Casado, researcher at the University of Málaga, in the last 10 years by 45% of companies surveyed have already started to manage corporate reputation. In the case of large Spanish multinationals and corporations, this figure rises to 80%. According to this study, 55% of reputation directors have the profile of the Communications Director and 60% of the reputation areas are integrated into corporate communications departments, although there is a great variety in organizational nomenclatures. In this regard, Dr. Casado believes that "reputation management is enabling communication areas increasingly influence the definition and implementation of the overall strategy." Five stages Analysing the success cases of leading firms in corporate reputation management, Reputation Institute has developed a “roadmap” (The Voyage of Reputation Management) that describes how to integrate at the highest level strategic reputation in five stages: 1. Defining reputation metrics and initial measurements. 2. Knowledge about stakeholder expectations and interests. 3. Linking reputation indicator with other business metrics. 4. Transversal reputation management within the company and integration of the reputation indicator in the scorecard. 5. Integration of reputation in the company strategy and operations. About Corporate Excellence - Centre for Reputation Leadership A new think tank to professionalize management of intangible assets and contribute to the development of strong brands with good reputation and able to compete in to the global market. About Reputation Institute Reputation Institute is the world's leading reputation management consultancy, enabling leaders to make more confident business decisions that build and protect reputational capital and drive competitive advantage. Founded in 1997 by Charles Fombrun (USA) and Cees Van Riel (Netherlands), they operate in 30 countries. Reputation Institute provides best-in-class reputation consulting to empower more confident decision-making, enabling its clients to achieve their corporate objectives.


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Corporate Excellence participated in the Summer Courses of El Escorial

Published by Unai Admin

18/07/2025

Corporate Excellence participated in the Summer Courses of El Escorial

Corporate Excellence participated in the Summer Courses of El Escorial

For two days along with thirty academics and professionals, we analyze the keys of the new competitive environment that opens in global markets and is based on the leadership of organizations for their good reputation, one of the relevant biggest changes in business management from the last fifty years. These are the new rules that are changing the way to manage organizations and to arise into the markets. A new context where power is being transferred again to stakeholders and where the quality of our relationships with these groups determined, accurately, an important part of business success, where the key is the confidence that we will be able to generate in the so-called reputation economy. During the conference, we discussed the issues that are part of the reputation economy agenda and also about the main keys to restoring confidence in markets. We shared the major changes that affect the business to adapt and compete in this new environment, among which emphasize the emergence of the new role of Chief Communications Officer, responsible for the overall management of intangibles of the companies. Some of the outstanding conclusions of the meeting include the following: trust is the key to the economic system and corporate reputation is the lever to manage it; business success is based on creating sustainable value in the long term and ability to distribute among the different stakeholders; the reputation management leads to business excellence; companies are part of the solution to the problems of society and finally, business, government and society together can do more.


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Launch of the 1st Edition of the Global Chief Communications Officer Programme

Published by Unai Admin

18/07/2025

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Fifteen students are taking part in the 1st Edition of the Global Chief Communications Officer Programme which Corporate Excellence has drawn up in conjunction with Georgetown University, Columbia University and ESADE Business School to enhance the skill development of those in charge of managing companies’ intangible assets.This senior management programme is delivered in three modules in three of the world’s most important universities: Georgetown, Columbia and ESADE, and by lecturers of the highest standing.The first module, focussing on geopolitics and global affairs management, is currently being delivered in Washington DC. The second module, focussing on communication, will be held in November 2012 in New York and the last of the three, concentrating on leadership, will take place in January 2013 in Madrid.The Chief Communications Officer or CCO is gradually taking on a more strategic role within organisations. Corporate Excellence – Centre for Reputation Leadership has launched this programme as part of its commitment to enhance the competences and skills of those responsible for managing intangible assets.


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New think tank to promote corporate reputation

Published by Unai Admin

18/07/2025

New think tank to promote corporate reputation

New think tank to promote corporate reputation

Largest spanish companies have joined together to professionalize the brand and reputation management globally The major Spanish corporations have joined together to launch a centre of excellence named “Corporate Excellence - Centre for Reputation Leadership”, a think-tank to promote corporate brand and reputation management as a strategic driver to achieve business excellence. For that, Corporate Excellence will develop its activities in six areas: reputation, brand, communication, public affairs, metrics and training. Among the founders of this new think-tank are BBVA, La Caixa, Iberdrola, Repsol, Santander and Telefónica. These companies represent 65% of the selective Spanish Index IBEX35 (250 million of euros in stock market capitalization). Also, relevant public and private corporations have joined this initiative including Adif, Agbar, Bankinter, Correos, Danone, El Corte Inglés, Gas Natural Fenosa, Meliá Hotels International and Renfe. This group of companies has more than 750.000 employees in 82 countries. The Foundation was created with a threefold objective: to consolidate the management of brand and corporate reputation as strategic key driver to achieve business excellence, to introduce the role of the Chief Reputation Officer (CRO) to the companies executive organization chart and show the financial profitability of intangibles assets into financial results. International benchmark Under the tagline: "leading by reputation", Corporate Excellence-Centre for Reputation Leadership aspires to become a global point of reference of innovation, professionalism, technical and ethical rigor, focusing on helping companies to develop and manage their intangible assets and contribute to social development by raising the consideration of corporate governance in a long-term and encouraging a new relationship between corporations and social media. Corporate Excellence- Centre for Reputation Leadership is the result of experience obtained over the last decade by the “Foro de Reputación Corporativa” (founded in 2002) and the “Instituto de Análisis de Intangibles” (founded in 2004), both now part of this new think-tank. The foundation is lead by Luis Abril, Chief Reputation Officer and General Technical Secretary for the Chairman´s Office and Chief Reputation Officer of Telefonica, and Ángel Alloza as CEO. From its beginning, Corporate Excellence- Centre for Reputation Leadership will have an important international activity. To achieve it, this new think-tank will work through diverse alliances with the main institutions dedicated to the analysis and research of intangibles assets. Ten years of experience The internationalization process of the major Spanish Corporations early in the last decade, helped make aware to top executives the relevance of corporate reputation and strategic intangible assets. In 2002, four large Spanish Corporations (Agbar, BBVA, Telefónica and Repsol) created the Foro de Reputación Corporativa (fRC) as a collaborative space to fill the gaps in management models and provide tools on corporate reputation and its contribution for the creation of corporate value. Ten years later, 15 large Spanish Corporations were members of the fRC. The need to create a solid doctrine about the value of intangibles assets and its management, led the creation of the “Instituto de Análisis de Intangibles” in 2004, promoted by a group of companies, consultants, business schools and organizations. The IAI has developed a fruitful work in this field, attracting more than 45 partners to develop its projects. Challenges and opportunities In the current globalization context, where high competitiveness and expectations of consumers and stakeholders increase, corporations and institutions face the challenge of integrate the areas dedicated to manage their corporate affairs (corporate communication, brand management, institutional relations, shareholders relations, etc.) in order to present themselves with a coherent and consistent message that generates confidence and trust to their stakeholders. Corporate Excellence - Centre for Reputation Leadership was created to professionalize the management of corporate reputation and intangible assets, thus contributing to the leadership of strong brands with good reputation and able to compete in global environments. In this context, one of its main goals is to promote a new business function: the Chief Reputation Officer (CRO). “The excellence in communication, brand and reputation management is an opportunity for all that companies who bet to create inside the organization a new function able to integrate the management of all kind of communications and strategic intangibles”, says Luis Abril.


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