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A New Communication Model - Roger Bolton

Published by Unai Admin

18/07/2025

A New Communication Model - Roger Bolton

A New Communication Model - Roger Bolton

Masterclass on Communication by Roger Bolton (President, Arthur W. Page Society), where he presents a new communication model: Building Belief. Besides, Bolton talks about the key points of the research Corporate Character: How Leading Companies Are Defining, Activating & Aligning Values.




21/10/2014

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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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Strategic Communication and Reputation - Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Reputation - Paul A. Argenti

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.




03/10/2014

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Relevance of Communication for Corporate Reputation

Published by Unai Admin

18/07/2025

Relevance of Communication for Corporate Reputation

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 opportunities that management of intangible assets presents to professionals, and pointed out that democratization of knowledge is one of the greatest benefits that communications professionals enjoy in the current context. The second and third days of the Forum were dedicated to corporate communication and public relations. Professionals from different industries got together to find out about best practices and trends, and to learn from top experts, who revealed the trends observed in major companies and their communications and public relations departments. Speakers of the day included José María Velasco, Chairman of Dircom, Anne Gregory, Chair of Global Alliance, Daniel Tisch, CEO of Argyle Communications and former Chair of Global Alliance for Public Relations and Communication Management. All of them agreed that companies should be aware of the need to adopt new approaches to communication and public relations. The mission of communications managers is to define the company’s vision and to carry out reorganization of stakeholders. Any professional working in the field of communication and public relations should be able to read the new social context and to be aware of the new rules. The second day made a special emphasis on corporate reputation. Ángel Alloza, CEO of Corporate Excellence, Luis Gallardo, Chairman for Brand Marketing EMEA and José Manuel Lancha, Partner and Board Member at Villafañe & Asociados Consultores, took part in a round table discussion, where they made it clear that reputation should be considered key to a company’s overall strategy. Ángel Alloza said that in the economy of intangibles only well-reputed companies are able to achieve differentiation and compete in global markets and with international brands, thus ensuring their continuity in the long run. The World Public Relations Forum highlighted great ideas and showed interesting trends of communications management’s further development. Global Alliancesummed up these principles and published them on their website: >Public relations and communication management must aspire to a social purpose, serve social cohesion, and aim to bring communities together. >Public relations and communication management can enable social integration by listening, identifying agendas, and creating shared narratives and safe places for dialogue around the social challenges of each society. >Public relations and communication professionals must take responsibility for identifying how they can serve their own societies. >By realizing the power of communication, each public relations and communication professional can be a leader. True leadership achieves personal, organizational and societal transformation. >By reflecting on transformational leadership moments, our profession can learn to serve our organizations better, and by doing that, serve society better. The next Forum will be held in Nairobi, Kenia, in November 2015. For more information please refer to corresponding posts in the blog of Corporate Excellence.


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The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013

Published by Unai Admin

18/07/2025

The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013

The Analysis of Online Comments Report (BEO) jointly developed by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca has been nominated as one of the finalists to the Digital Communication Awards 2013 in the Digital Monitoring and Evaluation category. On September 20, theBEO will be presented before an expert jury at the Quadriga University Campus in Berlin. There is a total of 38 categories to be awarded by the Digital Communication Award 2013 and the winners will be announced on the same day. The Digital Communication Awards 2013 are the most significant awards to be given in Europe. An expert committee consisted of professors and professionals of communications will vote the best cases in this field. It is the first time that Corporate Excellence presents a project to these awards. This pioneer and innovative project has been developed jointly with LLorente & Cuenca, it analyzes the impact of online comments on corporate reputation. The analysis is made by the audiences about a company on the Internet and it offers strategic information about organizational positioning on the Internet.


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New Communication Model, from persuasion to advocacy

Published by Unai Admin

18/07/2025

New Communication Model, from persuasion to advocacy

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 Society. At Corporate Excellence has adapted the report Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy, a paper developed by The Arthur Page Society, the most important American Association of Communication Directors in the United States. The report gathers a qualitative research carried out among the main partner organizations of this American Association; it has led to a proposal for a new communication model in order to understand communication managing. In the current new environment, this new model seeks to answer the challenges and needs of every organization to successfully navigate in the new digital age. The new model is proposed as a current alternative to the traditional communication model based on the massive release of one-way messages to persuade stakeholders and drive them to buy. However, the new model seeks to create a strong identity, relevant for stakeholders; it wants to generate an identification (beliefs) that draw people to action and makes key stakeholders to decide to share their beliefs about the organization and advocate for products, services and the organization itself. Therefore, this new communication model is not based on communication skills to persuade publics, but on the great power of communication to create process of influence and advocacy among attitudes and favourable behaviours of stakeholders. To multiply and get wider spread of this advocacy, relevant content generation and intense technology and social media use should turn into the most effective and efficient way to generate business, that is, the strengthen of stakeholders’ relationships and the building of strong brands and organizations with the best reputation. Corporate Excellence - Centre for Reputation Leadership is driving the building of an international and inter-academic platform in which there are already numerous professors and researchers working to make stronger this new model that will change the current perspective of corporate communication.


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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

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 of July and will bring together top level speakers. Among them José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership and Mercedes Molina Ibáñez, Director of Fundación General de la Universidad Complutense de Madrid who will open the course and welcome participants. The course counts on experienced and top level directors: Juan Benavides, Professor at the Complutense University of Madrid and Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership who will open the first session of the course with a speech on reputation “The challenge: protecting and making better corporate reputation” followed by a colloquium with the authors of the book Corporate Reputation, recently published. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, will be presenting different topics at the course. Students will learn about the importance of communications and other intangible assets for large and international companies nowadays. Find out more.


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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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Communications Director in Latin-America

Published by Unai Admin

18/07/2025

Communications Director in Latin-America

Madrid, May 6, 2013. Communications Directors are becoming a key figure within organizations and society in Latin-America, their rise and development has been very different from Spain and Europe though. Last week, Joan Costa, communications expert and guru, and member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, was with us to explain how has evolved and rised the Communications Director role from the 80s in Spain and from the first years of the 21st century in Latin-America. According to the expert in communication, this role is at its peak in Latin-America. In 2001, it was funded the “Círculo de Dircoms de Argentina” (Director of Communications Argentinean Association) in Buenos Aires, it was funded following the Spanish model and several initiatives and programs have been carried out focusing on Communications Directors activities. Furthermore, in 2004 it was created the Latin-American Communications Director network, bringing together 15 Spanish and Portuguese Speakers countries on the role of Communications Director. This does not exist in Spain nor Europe. Moreover, since 2008 there is a Master Program for training future Communications Managers and Directors. Every Latin-American country but Venezuela and Brazil –although Brazil will join the network soon- is connected somehow to the Master Program that is led by Joan Costa in America. Joan Costa also talked about the needed skills for Communications Director. He stressed that Communications Directors have to become the internal strategic consultant for the C-Suite, he should be the reputation guard and a key figure when making decisions. Joan Costa also emphasized that public institutions and governments are very interested in topics related to Communications Director and how several successful cases have been based on the Dircom model.


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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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