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Communications in the Age of Engagement: the Public Engagement

Published by Unai Admin

18/07/2025

Communications in the Age of Engagement: the Public Engagement

Communications in the Age of Engagement: the Public Engagement

Robert Phillips, Edelman EMEA President and CEO, was the speaker of the workshop “Communications in the Age of Engagement” held by Corporate Excellence – Centre for Reputation Leadership. The goal of the meeting was to analyse every aspect related to the social changes and trust; examine the new behaviours that companies should adapt in order to successfully compete in the Age of Engagement, and reflect on how companies shall create new tools to prosper in this new world. After analysing results and conclusions of the Edelman Trust Barometer 2012, Phillips confirmed that our current communication is more about what we do than what we tell, therefore it should be more open, honest and frequent than ever before, evolving from traditional Public Relations to Public Engagement. This is explained in depth in this video: Public Engagement According to Robert Phillips, “increasing levels of peer-to-peer trust, the rise of citizen networks, as well as the evidence of the increasing trust in traditional hierarchies, are the facts that prove there are tensions and polarities in our society. However, from this base, we can create an energy and impulse to recover trust, revaluate values and change old practices in communications to the ones of the Age of Engagement. The engineer of this change is perhaps the most important challenge that communications professionals are currently facing”. “The Age of Engagement demands a new approach of the operating models, as well as an approach based in social values where “doing what is right” can last. However, the change will bring inevitable challenges –a social world organized in networks cannot move into a redundant and operative structure-. The evident conflicts between the political structure and the economical resolution, as an evidence of the financial crisis in Europe, require a review of how we cooperate and which should be our motivations” added the President and CEO of Edelman in Europe, who concluded: “Companies have to put into practice an authentic transparency and they should show real responsibility. Operating models that are flexible enough should be implemented in order to adapt to the different speeds and technological changes”. If you want to read more about our workshop, please visit our corporative blog.


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Robert Philips (Edelman EMEA) explains us what is the most fundamental challenge facing corporate communications

Published by Unai Admin

17/07/2025

Robert Philips (Edelman EMEA) explains us what is the most fundamental challenge facing corporate communications







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Communication Trends. From PR to Public Engagement

Published by Unai Admin

18/07/2025

Communication Trends. From PR to Public Engagement

Communication Trends. From PR to Public Engagement

Workshop «La comunicación en la Era de la Participación. De Relaciones Públicas a Public Engagement» where Robert Phillips (President and CEO, Edelman EMEA) talked about the future of the corporative communication and business intelligence.

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12/10/2012

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Semantic analysis: A revolution in communications

Published by Unai Admin

18/07/2025

Semantic analysis: A revolution in communications

Semantic analysis: A revolution in communications

Internet is increasingly becoming a new channel for stakeholder-company relations. We find ourselves before a new information ecosystem, where the power of stakeholder opinion multiplies several fold. This has been one of the conclusions of the workshop entitled, “Semantic analyses, challenges and opportunities for managing communication and reputation in the online environment”, which has brought together the highest experts on the topic of Semantic Analysis with teams from the member companies of Corporate Excellence – Centre for Reputation Leadership. The high volume of information available, the immediacy with which it is disseminated, connectivity and content interrelations are factors representing significant challenges for managing and measuring the reputations of companies on the net. According to Miguel Lucas, Technologist and Consultant at Llorente & Cuenca, the same volume of information (5 exabytes) was generated in two days in January 2011 as from the beginning of time through to 2003. This volume of information, which is increasing all the time, is impossible for the human being to digest. For Lucas, it is essential to put machines to work, but to do so “we have to teach the machines to do things that they do not know how to do today or they do in a very constrained way.” Surfing on internet and identifying when, how and why a company is being talked about is a difficult task and although search engines are progressively incorporating language processing techniques, many of the problems this represents are as yet unsolved, making this a matter being addressed by many research teams worldwide. On this issue, Julio Gonzalo, a member of the Spanish National Distance-Learning University (UNED) Dept. of Computer Languages and Systems states that “for the time being we are actually unable to automatically understand the semantic meaning of a message, but we are getting closer and if we do manage to achieve this, we will be facing a revolution that would completely change the communication paradigm: Once we have that potential we will be able to assimilate all messages and extract new information”. Adolfo Corujo, partner and Online Communication Director of Llorente & Cuenca, discussed the project known as LIMOSINE (Linguistically Motivated Semantic Aggregation Engines), the most recent research in this field to progress in basic research into the analysis of online expressions and their applications in business, being undertaken by the NLP & IR-UNED Group, Amsterdam, Glasgow and Trento universities, Yahoo’s Barcelona Media Research and Llorente & Cuenca.


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Tales as communication tools

Published by Unai Admin

18/07/2025

Tales as communication tools

Tales as communication tools

Tales have become a key tool in communication. In the new information ecosystem, where success depends on managing our influence over our stakeholders, associating tales with our brand and letting others tell our story has become key for undertaking effective and believable campaigns. Led by one of the greatest international experts in the field of storytelling, Antonio Núñez, Director of Y&R Brand Planning, Strategy and Management, the participants in the “Brand & Corporate Storytelling” workshop debated about how tales can be the way of communicating a brand and how different stakeholders can become our brand’s most important ambassadors, placing particular emphasis on the potential of employees in this context. A tale is a sequence of events that contains conflicts, emotions and provides sensations and plausibility. But a tale largely brings sense into our lives. According to Núñez, tales have many advantages because they provoke neuronal attention, virality; they are mnemotechnical and they involve participation; at the same time they generate community, cohesion, culture and a sense of fun. Storytelling techniques shake up traditional ways of communication in organisations, awarding stakeholders a star role as narrators of the organisation’s history. Success resides in finding tales that truly represent what the company is about and forge bonds with its key stakeholders.


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Communication function becomes strategic

Published by Unai Admin

18/07/2025

Communication function becomes strategic

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 communication is evolving into the role of the Chief Reputation Officer


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Congreso «Building Museum Reputation»

Published by Unai Admin

18/07/2025

Congreso «Building Museum Reputation»

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 alliance with sponsors and institutions. SPEAKERS: Miguel Falomir, director of the National Prado Museum Mikhail Piotrovskiy, General Director The State Hermitage Museum Axel Rüger, director of the Van Gogh Museum Richard Lambert, director of the British Museum Prof. Cees Van Riel, museum reputation expert Gilles Lipovetsky, philosopher and writer, about trends in art, museums and current culture. Ángel Alloza CEO Corporate Excellence Center of Reputation Leadership







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REPUTATION LEADERSHIP ACADEMY

Published by Unai Admin

18/07/2025

REPUTATION LEADERSHIP ACADEMY



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The Global Alliance PR & Communications Model

Published by Unai Admin

18/07/2025

The Global Alliance PR & Communications Model

Date: Tuesday, December 16th, 2020 Time: 16:00h (CET) Location: Online Language: English The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership presents The Global PR & Communication Model. A new model that defines the roadmap and building blocks of PR and Communications functions to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy. It has been built from a global consensus-based research on the present and future of the role and value of public relations and communications management to their organizations and communities, and society at large. Specifically, and for its development, we have counted on the contribution of 1,400 professionals on 46 countries from 5 different regions. We aspire that organizations and professionals worldwide, who understand the strategic importance of this model, will be able to improve the business decision-making process, promoting a real and authentic connection with their stakeholders, and promoting differential leadership in the future post-COVID-19-world. Connection link: https://youtu.be/SfBJjf_febU







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EUROPEAN COMMUNICATION MONITOR 2019

Published by Unai Admin

18/07/2025

EUROPEAN COMMUNICATION MONITOR 2019

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 Intelligence and the future of content creation. The study is based on the responses of 2,689 communication professionals in 46 countries. Detailed analyzes are available for 22 countries and different types of organizations (private quoted and unlisted companies, public companies, nonprofit organizations, government and policies, agencies and consultants).SPEAKERS:-Angeles Moreno, President Elect European Public Relations Education and Research Association (EUPRERA). Professor Group of Advanced Studies in Communication. King Juan Carlos University.-Angel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership.-Alfonso González, Director of Government Relations and Regulatory Affairs, IBM Spain. EACD Spain representative







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Launch of Approaching the Future 2021. Annual Trends on reputation and Intangible Assets

Published by Unai Admin

18/07/2025

Launch of Approaching the Future 2021. Annual Trends on reputation and Intangible Assets

We invite you Thursday, May 13 at 4:00 p.m. (CET) to the online presentation of the Report "Approaching the Future 2021: Trends in Reputation and Management of Intangibles", which includes the present and future of the management of intangibles, especially emerging trends in reputation, sustainability, ethics and transparency.Find out more about this report at: https://www.approachingthefuture.com/











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Global Alliance Board Meeting & PRSA’s 2019 International Conference

Published by Unai Admin

18/07/2025

Global Alliance Board Meeting & PRSA’s 2019 International Conference

The Global Alliance for Public Relations and Communications Management is the confederation of the main associations and institutions of communications and public relations management in the world, representing 280,000 professionals and academics around the world. It is a non-profit organization based in Switzerland. The mission is to unify the public relations profession, raise professional professionals worldwide, share knowledge for the benefit of its members and be the global voice for public relations in the public interest. The Global Alliance relies on the efforts of communication professionals to address common problems with a global perspective. By partnering with regional, national and international organizations to increase professionalism in public relations and communication management, this alliance works to improve the collaborative professionalism of the industry among its constituents worldwide. If you want to know more, click on this link. On the other hand, we also celebrate the International PRSA Conference that this year is committed to the leading minds in public relations, communication and marketing. The PRSA International Conference in San Diego highlights the intersection of technology and the media, and leads the competition by providing unmatched information, strategies and tools for new trends that impact the industry, essential to your professional success. This year's Conference will expand its network with powerful connections and improve its skill set with the latest best practices. In this link we provide you with the direct link for the conference registration, together with the program to be carried out. In addition, we have more information on April 6 where the Global Alliance for Public Relations and Communications Management held its 17th annual meeting in São Paulo, Brazil and where Corporate Excellence for a member of the board of directors.







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