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 event...

Madrid, April 20, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have today presented Alinear para ganar, the Spanish-language version of The Alignment Factor. Leveraging the Power of Total Stakeholder Support, the latest book by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. This book, which deals with stakeholder management, is the first volume in the new Corporate Excellence Library on corporate reputation. In the words of the author, “Total stakeholder support, which is the strongest form of alignment, gives a company tremendous leverage that opens markets, wins government permission to do business...

One of the most important changes that companies are facing at the moment is acknowledging the fact that the control of power shifted to stakeholders. This is how the situation is understood by around 50 experts with academic and business profiles who took part in the meeting titled An Organisation Focused on Stakeholders held by Corporate Excellence – Centre for Reputation Leadership in Madrid. According to Carlos Rey, Professor of Strategic Management at the Universidad Internacional de Catalunya, organisations have to incorporate stakeholder management into overall corporate culture. The academic emphasised that although a lot of attention is currently paid to this topic, on many occasions the results are partial and unsustainable. Rey believes that in order to step up ...

Madrid, January 26, 2012. Trust in companies, governments and NGOs decreased significantly in Spain, according to the results of Edelman’s Trust Barometer 2012, a report presented today in Madrid in the Spanish office of the European Commission. The study reveals a sharp decline of trust in governments, year on year (27 points). Business also demonstrates a decrease in the level of trust from 53% to 32%. According to Alan VanderMolen, President and CEO of Edelman Global Practices, this may mean a great opportunity for companies. In terms of industries, Technology companies are still the most trusted companies in Spain (72%), followed by the sector of Food and Beverages (67%). Financial Services and Banking are the least trusted sectors, coming in the last two lines of the rat...

During the meeting, Anthony Parslow, Executive Director for Corporate Strategy and Global Development of the Corporate Executive Board (CEB), reviewed best corporate practices available today in the area of managing reputational risks in the environment where stakeholders play a decisive role. Participants of the workshop had an opportunity to analyse how reputational risks can be integrated into the corporate risk management strategy. As was rightfully noted by the Corporate Executive Board, all risks have a potential impact on the reputation. That’s why managers responsible for management of intangibles need to identify and face those risks that can be defined as purely reputational, while management of operational, financial and other risks should be left to directors of respecti...

El programa tiene como objetivo acercar la actividad de Lobby, fundamental para poder representar los intereses de una organización, a través de la experiencia de importantes actores de la empresa, la política, la sociedad civil y los medios de comunicación. El dominio de todos estos aspectos es el objetivo del PDAP, un curso que busca la profesionalización y transparencia en el sector de la representación de intereses. El Postgrado de Dirección de Asuntos Públicos se imparte en formato fin de semana, viernes por la tarde y sábado por la mañana, desde el 3 de febrero al 24 de marzo y pretende acercar a los alumnos la realidad de la actividad de lobby, una disciplina en a...