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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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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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Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory Board

Published by Unai Admin

18/07/2025

Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory Board

Madrid, May 7, 2014. Helping companies around the world to achieve excellence in the management of intangible assets, this is the dream of Corporate Excellence. Corporate Excellence - Centre for Reputation Leaderhiso is a unique organization, aiming to generate applied knowledge by six activity areas: Reputation, Brand, Communication, Public Affairs, Metrics and Education. The foundation draws on the coopetition model, which brings together direct competitors to share experience and make progress together. It is a business initiative, but its success is the fruit of alliance with partners, who represent both academic and professional domains. The working method based on cooperation and alliances allowed us to develop a unique experience, invaluable for generating knowledge and applied innovation. Corporate Excellence, together with its allies and partners, designs new studies, models and management tools aiming to help organizations excel and shares all this information with the professional and academic communities. Recently, Corporate Excellence has welcomed new members to its Advisory Board: Macarena Estévez , CEO and Founder of Conento, a mathematician and expert in non-financial indicators and their incorporation into balanced scorecards; Enrique Carreras, Lecturer at the Faculty of Economics, CEU San Pablo University, a research scientist and one of the co-authors of Corporate Reputation; Juan Benavides, Professor at the Complutense University of Madrid, Founder of the Academic Forum for Research in Communication and a renowned expert in corporate communication; and Roger Bolton, Chairman of the Arthur W. Page Society, and a professor in corporate communication. Corporate Excellence would like to acknowledge the work of all its allies, and especially of its Advisory Board and its new members. Corporate Excellence would be impossible without their support. Next week Roger Bolton will be visiting Corporate Excellence as a speaker within the framework of the Meetings with the Advisory Board Series, held at Corporate Excellence office. Find out more. inShare


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Innovations in Communication: Building Beliefs

Published by Unai Admin

18/07/2025

Innovations in Communication: Building Beliefs

Innovations in Communication: Building Beliefs

Madrid, April 9, 2014. Building Beliefs Project and the inter-University platform, launched by Corporate Excellence jointly with the Forum for Research in Communication, was presented yesterday within the framework of the Conference on Innovations in Communication. The project draws on the theoretical framework titled Building Belief, which was translated into Spanish as Compartir Creencias (Shared Beliefs), developed by Arthur W. Page Society in 2012. The project unites more than 60 scholars who will fill the model with content both on the theoretical and practical levels by applying its findings to business practice. Corporate Excellence cooperates with Arthur W. Page Society, one of the largest associations of communications directors in the USA, to promote the new model of communication in Spanish-speaking countries, and the team of academics will help us in this endeavour. This is a unique initiative, because for the first time different Universities join forces to create synergies and work together. Research will follow 6 major lines: the model’s application on the institutional level, corporate level, in the digital context, small and medium businesses, NPOs and Universities. In a nutshell, the new model aims to create a strong and unique identity able to differentiate a company and be relevant for stakeholders, resulting in a system of shared beliefs and identification that encourage action and allow key stakeholders of an organization voluntarily share these beliefs and actively recommend products, services and the organization itself to members of their network. This means that communication is driven by stakeholders, who become true “ambassadors” of products, services and the organization. Instead of trying to persuade, this communication model aims to unleash the powerful influence of stakeholders’ favourable attitudes and behaviours towards the company. The Conference on Innovations in Communication was a great opportunity to hear coordinators of different research lines talking about the progress that has already been made. A round table discussion held by business leaders as part of the conference showed that Spanish companies do their best meet the challenge of the new informational ecosystem, where they come under permanent careful scrutiny of stakeholders. Elena Gutiérrez, Deputy Director of the Master in Political and Corporate Communication, Professor at the Navarra University and coordinator of the institutional research line, presented her project Institutions’ Relations with their Stakeholders: Analysis of Reciprocal Influence. David Alameda, Professor at the Salamanca Pontifical University and coordinator of the work group for the model’s application on the corporate level, presented the project Discourse Contexts in Formulating Intangibles. Configuration and Management of Shared Beliefs. Carlos Rey, Professor at the International University of Catalonia and Director of the Department of Leadership Management and Corporate Governance, involved in the same research line, presented his project titled Using DpM Index in the Evaluation Process, which measures employees’ alignment with the company’s mission. This measurement tool has been used by 150 companies over the last few years. The model’s application in the digital context was presented by Leopoldo Seijas from CEU San Pablo University. The round table discussion for business leaders featured three brilliant examples of defining identity in organizations: Silvia Agulló, Business Responsibility and Reputation Director at DKV Medical Insurance, talked about The Methodology of a Dialogue with Stakeholders. It is an example of dreaming about what you want to be and transforming the dream into reality through building a relationship with stakeholders. Eduardo Puig de la Bellacasa, Director for Stakeholder Engagement at Telefónica, talked about Digital Strategies for Engaging Stakeholders and highlighted the digital economy’s potential for maximizing the power of identity, enabling organizations to deliver its corporate message immediately to a large number of stakeholders. Ignacio Villoch, Responsible for Innovation Activities and Events at BBVA, presented BBVA’s Centre for Innovation and described how the bank uses this symbolic space to generate interesting content for its stakeholders based on its identity and able to trigger conversations then spread “virally” by those who associate the concept of innovation with the brand itself. >Juan Benavides, a UCM Professor who established the Forum for Research in Communication 14 years ago, and Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, hosted and moderated the conference, which for the 16th time provides platform for discussing trends and developments in the area. inShare


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Building Conscious Capitalism by Inspiring People and Stakeholders

Published by Unai Admin

17/07/2025





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

Published by Unai Admin

18/07/2025

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

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 President, emphasized that one of the main challenges faced by Communication Directors today is to demonstrate the value of intangible assets internally in order to secure adequate resources for their management. In his turn, Corporate Excellence’s President Jose Luis González-Besada, said that today competition is not about size, price or any other financial variable – it is all about reputation. And competition over reputation emphasizes the importance of respect, admiration, empathy and support of all those who play the key role in organizations’ continuity – their stakeholders. This focus introduces a new way of doing business – a long-term multistakeholder approach to management. The first session titled The Methodology and Process of Defining Identity and Culture was presided by Mariano Maqueda, Partner and Director of Punto de Fuga, and María Such, Manager for Corporate Reputation at BBVA. It was discussed the case of identity-based redefinition of BBVA’s vision from within and the impulse that a shared culture may give a company, uniting its employees in the understanding of the common direction. Qualitative research tools played the key role in this process as well as the support provided by the top management. Millward Brown, represented by Pepe Martinez, Director & Marketing Responsible, and Adolfo Fernández, Client Service Director Madrid Office, presented its Brand Equity Model designed for identifying associations evoked by the corporate brand and thus determining its main competitive advantage. Both speakers argued that the area where brands can relate to their stakeholders is content creation. Carmen Dato, Director of Villafane & Asociados, presented the Commercial Reputation Index; while Beverly Nannini, Director at Reputation Institute, talked about the reputational risk management model. Macarena Estevez, Conento’s CEO argued that metrics are essential since they are the only way to improvement and talked about 6 key conditions that ensure their effectiveness: Involvement of the top management; 50 /50 distribution of financial and non-financial indicators in the company’s measurement structure; Regular reporting; Clarity about expectations; Combination of short-term and long-term vision; The more just in time, the better. The session titled Digital Spaces featured Juan Cardona, Reputation and Stakeholders Director at Llorente & Cuenca, who presented the 3rd issue of Online Comments Report – a methodology developed by Llorente & Cuenca together with Corporate Excellence to measure the impact of messages published online on corporate reputation. The methodology is used by 71 companies from seven countries. This presentation was followed by Sergi Guillot, Acceso’s CEO, who talked about Big Data, and José Carlos Martínez Lozoya, Corporate Reputation Manager at Iberdrola, who discussed the measurement tools used by his company. The speakers agreed that companies need to employ professionals with some new profiles in order to successfully manage these tools. Closing remarks were made by Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, and Sebastián Cebrián, General Director of Dircom Spain. Alloza and Cebrián emphasized the importance of incorporating non-financial indicators into balanced scorecards. Intangible assets are already on the top managers’ agenda, but in order to strengthen their position it is important to demonstrate their contribution to business and value generation.


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Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Published by Unai Admin

18/07/2025

Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Madrid. March 6, 2014. Llorente&Cuenca and Corporate Excellence – Centre for Reputation Leadership are presenting the 3rd issue of Online Comments Analysis, an analysis model designed for evaluating the impact of online messages on corporate reputation. This year 78,896 URLs, 45,063 references, 71 corporate brands and 16 industries were analyzed by 7 dimensions of reputation (Products and Services, Financial Results, Innovation, Workplace, Leadership, Governance and Citizenship). “The huge impact of new technologies has accelerated social changes that lead to more complicated relations between companies and their numerous stakeholders. The Internet turned everyone into potential producers of information”, says Ángel Alloza, the CEO of Corporate Excellence – Centre for Reputation Leadership, and goes on to add that “in this context, organizations should be aware that it is their responsibility to manage their reputation properly, making the most of those aspects that add value and correcting those aspects that are not welcomed by the public”. This year’s report highlights the fact that Consumer Electronics, analyzed this year for the first time, is the most popular sector by references and points to the fact that these references are mostly positive. “This good result is driven by companies’ efforts to launch innovative products and services, their easy adjustment to changes, business innovations as well as the ability to communicate a good organizational structure and clear vision of the future”, says Iván Pino, Online Communications Director at LLORENTE & CUENCA, Spain and Portugal. Hotels is among those sectors that experienced most significant changes by awareness as compared to previous years. It should also be noted that Oil and Gas companies saw an important improvement in the tone of their stakeholders’ comments - largely due to the companies’ ability to communicate their progress in the way they treat their employees. In terms of the profile of those users who publish their opinions and comments on the Internet, the report shows that “public opinion” drifted from neutral position towards more critical stance. Another important trend is the proliferation of journalists’ professional profiles in different networks. Journalists are the group that generates most information, especially with respect to such subjects as growth potential, profit, the quality of products and services and customer service. The report also shows that Google retains its top positions by awareness for the third year running, which means that this network generates best awareness results for companies. Besides, the quality of these comments increased as compared to the results of 2011 and 2012. About BEO BEO is a research tool designed to evaluate the impact of online comments on corporate reputation. The model has been applied to more than 70 organizations from seven countries. BEO methodology was included into the short list of the Digital Communication Awards 2013 in the category of Digital Monitoring and Evaluation. Full text of the study.


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