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Faltan 2 semanas para el evento de comunicación más exclusivo de iberoamericana

Published by Unai Admin

18/07/2025

Faltan 2 semanas para el evento de comunicación más exclusivo de iberoamericana


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El 57% de los directivos ha incorporado a sus empresas medidas para frenar el cambio climático

Published by Unai Admin

18/07/2025


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Corporate Excellence, new member of the Global Alliance board

Published by Unai Admin

18/07/2025

Corporate Excellence, new member of the Global Alliance board

The Global Alliance for Public Relations and Communication Management's 17th Annual General Meeting was held on Saturday 6 April in São Paulo, Brazil. The Chairman José Manuel Velasco presented and hosted the selection of the members that will form the board of the association the next two years.The incoming board includes leading professionals, academics and industry association leaders as Ángel Alloza Losana, CEO of Corporate Excellence - Centre for Reputation Leadership. Below the complete list of the selected members for the board 2019-21:Main Board Members President: Justin Green, PRII - Public Relations Institute of Ireland Inmediate Past- President: José Manuel Velasco, Dircom - Communication Directors Treasurer: Joe Truncale, PRSA – Public Relations Society of America Secretary: Fiona Cassidy, PRINZ - Public Relations Institute of New Zealand Delegate-at-Large (Academic/ Research): Ángel Alloza, Corporate Excellence - Centre for Reputation LeadershipDelegates-at-Large Alastair McCapra, CIPR - Chartered Institute of Public Relations Sarah Hanel, CPRS - Canadian Public Relations Society Hamilton dos Santos, ABERJE - Brazilian Association for Business Communication Prita Kemal Gani, APRN - Asean Public Relations Network Paula Portugal Mendes, APCE - Portuguese Association of Corporate CommunicationsDelegate: Jane Gitau, APRA – African Public Relations AssociationRegional Delegates-at-Large North- America: Dr. Marcia DiStaso, UFL - University of Florida Latin America: Dr. Amybel Sánchez de Walther, USMP – San Martin de Porres University Asia: Candy Hernandez, LSPR – London School of Public Relations Africa: Dr. Rotimi Oladele, NIPR – Nigerian Institute of Public Relations India-Middle East: Amith Prabhu, The Promise FoundationThe role of Corporate Excellence - Centre for Reputation Leadership in the Global Alliance will stand out for leading the project "The Global Communication Model" in which we will advance, as their knowledge partners, towards the identification of the keys of the new corporate communication model, updating and revitalizing The Melbourne Mandate:In 2012, the traditional communication model did not respond to the challenges of the new digital era. That is why The Global Alliance for Public Relations and Communication Management adopted The Melbourne Mandate, a research-based vision of the communicative organization and the emerging role and value of public relations and communication management. While The Melbourne Mandate remains both relevant and aspirational, the increasing value of intangible assets in companies and the consolidation of the “reputation economy”, create a need and opportunity to review and renew it, with a holistic view to making it a durable, sustainable and global consensus-based expression of what is the future of communication and intangible assets management."The Global Communication Model" will be presented in 2020 at the World Public Relation Forum to be held in Auckland, New Zealand. Meanwhile, you can check more information about the Global Alliance Annual General Meeting by clicking here.


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El 56% de los directivos busca generar impacto positivo en la sociedad

Published by Unai Admin

18/07/2025

El 56% de los directivos busca generar impacto positivo en la sociedad


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Las acciones del CEO impactan un 35,9% en la reputación de la compañía

Published by Unai Admin

18/07/2025

Las acciones del CEO impactan un 35,9% en la reputación de la compañía


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El II HR & Dircom International Forum pone de manifiesto la importancia de la alineación entre Comunicación y Recursos Humanos

Published by Unai Admin

18/07/2025


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La Universidad de Navarra, Fundacom y Corporate Excellence - Centre for Reputation Leadership firman un acuerdo para formar a directivos de comunicación iberoamericanos

Published by Unai Admin

18/07/2025


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Global Intangible Value Exceeds US$50 Trillion for the First Time

Published by Unai Admin

18/07/2025

Global Intangible Value Exceeds US$50 Trillion for the First Time

Global intangible value has surpassed US$50 trillion for the first time in history, reaching US$57.3 trillion at the beginning of the current financial year, according to the latest Brand Finance Global Intangible Finance Tracker (GIFT™). This constitutes 52% of the overall enterprise value of all publicly traded companies worldwide, which now amounts to an equally record-breaking US$109.3 trillion, exceeding the US$100 trillion mark also for the first time. Worryingly, however, 76% of the world’s intangible value – US$43.7 trillion – remains unaccounted for on balance sheets. At US$35.0 trillion last year, undisclosed intangible value has grown by a whopping 25% year on year – five times faster than the value of disclosed intangible assets (up 5%) – and outpacing by far the overall global enterprise value growth (up 18%). The past year has also seen a decline in the granularity of intangible asset reporting as the gap between disclosed intangible assets – accounted for in detail on balance sheets – and goodwill has widened dramatically. Goodwill is a premium paid over the fair value of assets in the event of a company being purchased and is sometimes used as a shortcut to avoid performing a more granular valuation of intangibles. Companies now list a stunning US$2.3 trillion more goodwill than disclosed intangible assets, compared to US$1.8 trillion last year. David Haigh, CEO of Brand Finance, commented: “Insufficient reporting of intangible assets leads to a host of problems for analysts, investors, boards, and stakeholders. With little information on particular assets, analysts’ assessments are not as accurate, forcing investors to act with one eye closed. This, in turn, has negative effects on share price volatility, affecting the stability and sustainability of finance. Equally, the lack of granular information on the true value of assets leaves boards and shareholders prone to hostile takeovers or selling and licencing individual assets below competitive prices.” Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “In Spain, intangibles account for 36% of total business value with slightly over 40% undisclosed ¡ (15% of the total). This is less than the global average and partly shows that the dominant sectors in Spain tend to be more dependent on tangible assets. Given the value of all publicly listed Spanish companies has not yet reached its pre-crisis peaks, it seems evident that better managing intangible assets –in particular tech and marketing IP – will help Spanish companies grow faster in the new digital economy.” Ángel Alloza, CEO of Corporate Excellence- Centre for Reputation Leadership, commented: “Year after year we see an increase in the presence of intangible resources as opposed to tangibles when we talk of an organization’s total value, as this study clearly indicates”. Also claims that “organizations have become aware of the importance of managing these resources due to the fact that, among other things, they need to be part of a society that is increasingly demanding and concerned about its future. Citizens and consumers expect businesses to hold an active part in the world they live in and to make a positive impact in it”. For the general manager of this think tank “an organization’s value will depend on its support of adequate management of their intangible resources”. Intangible assets (such as brands, relationships, know-how) make up a greater proportion of the total value of many businesses than tangible assets (such as plant, machinery, and real estate). However, current financial reporting rules allow intangible asset disclosure only during M&A activity, resulting in no knowledge of the worth and business importance of intangibles unless they are subject to an acquisition. David Haigh, CEO of Brand Finance, commented: “A commitment to undertake an annual revaluation of all company assets, including tangible assets, acquired intangibles, and intangibles generated internally, would be a boon for boards, accountants, investors, and analysts. Newly-gained transparency and clarity would enable boards to make more effective use of their assets, accountants to have a more detailed picture of asset values, and investors and analysts to more accurately price shares.” According to Brand Finance’s survey of financial analysts, conducted in 2016, the majority backs this demand for an annual revaluation of all intangible assets (73%), including the full disclosure not only of acquired intangibles (79%) but of all internally generated ones too (68%). The problem is best highlighted by the stark disparity between the list of the world’s top 100 most intangible companies and an equivalent list ranked by disclosed – as opposed to total – intangible value. Amazon (with intangibles worth US$827 billion), taking over as the most intangible company in the world, as well as last year’s leader Apple (US$648 billion) do not even make the list of top 100 companies by disclosed intangible value. Their intangible value remains undisclosed at 98% and 99% respectively. The Internet & Software sector, where Amazon is joined by other digital giants such as Alphabet and Alibaba, has a very high percentage of enterprise value attributable to intangibles overall (87%), placing it just behind the Cosmetics (90%) and Aerospace (90%) industries. It also has the second-highest absolute intangible value among all sectors of the economy, at US$6.8 trillion, behind only Banking’s US$8.5 trillion. Despite this exposure to intangible value, Internet & Software is among those sectors which account for a very low value of their intangibles, reporting just 9.1% in goodwill and disclosed assets. About Brand Finance GIFT™ The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets, considering 58,000 publicly quoted companies (with a total value of over US$100 trillion) across 179 jurisdictions. In its analysis, the Brand Finance GIFT™ 2018 report provides detailed insight into intangible value reporting by company, sector, and country. Consult the report document for graphs, executive commentary, and opinion pieces by our experts. Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671. Data compiled for Brand Finance reports are provided for the benefit of the media and are not to be used for any commercial or technical purpose without written permission from Brand Finance. See the full Brand Finance GIFT™ 2018 report here


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Ethics, Reputation and Public Relations go hand in hand

Published by Unai Admin

18/07/2025

Ethics, Reputation and Public Relations go hand in hand

Ethics, Reputation and Public Relations go hand in hand

Madrid, February 6th. Fake news and an inappropriate use of automated communications erode trust and reputations in our institutions. The current crisis in trust is diminishing the ability for organisations, institutions and governments to operate effectively in society. To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that guide hundreds of thousands of professionals around the world. Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession. Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale. They recognize the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes. A task force of the organizations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. We believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles. Participants and representatives International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA). Francis Ingham, CEO and Director General, respectively. International Association of Business Communicators (IABC). Dianne Chase, Inmediate Past Chair. Public Relations Society of America (PRSA). Joe Truncale, CEO. African Public Relations Association and Public Relations Institute of Ireland (APRA and PRII). Justin Green, Global Ambassador and Vicepresident, respectively. Canadian Public Relations Society (CPRS). Sarah Hanel, President. Asociación Española de Directivos de Comunicación (Dircom). Montserrat Tarrés, President. Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Paula Portugal, Managing Director. Fundacom. Teresa Mañueco, Board Member. European Public Relations Education and Research Association (EUPRERA). Ángeles Moreno, Executive Director. Corporate Excellence. Ángel Alloza, CEO. Richard Edelman, President and CEO Edelman Public Relations. Global Alliance for Public Relations and Communication Management. José Manuel Velasco, Chair. Jean Valin, founding member and Past Chair of the Global Alliance.


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