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La reputación y la comunicación se posicionan como prioridades estratégicas para las organizaciones peruanas

Published by Unai Admin

18/07/2025


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La reputación corporativa y la comunicación, los intangibles más relevantes para las empresas

Published by Unai Admin

18/07/2025

La reputación corporativa y la comunicación, los intangibles más relevantes para las empresas


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Reputation and Corporate Communication: Key Intangibles in Business Management

Published by Unai Admin

18/07/2025

Reputation and Corporate Communication: Key Intangibles in Business Management

Reputation and Corporate Communication: Key Intangibles in Business Management

The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the future. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time. Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making. "The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management. Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact Business Sustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business Strategy Corporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study. Cybersecurity, Brand, New Work Models and AI Digitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning. There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard. Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end. Methodology and Collaborating Entities In addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain.


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Corporate Excellence presenta en CIM 2024: más de 30 modelos y herramientas para gestionar y medir los intangibles

Published by Unai Admin

18/07/2025

Corporate Excellence presenta en CIM 2024: más de 30 modelos y herramientas para gestionar y medir los intangibles


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Reputation and Corporate Communication: Key Intangibles in Business Management

Published by Unai Admin

18/07/2025

Reputation and Corporate Communication: Key Intangibles in Business Management

Reputation and Corporate Communication: Key Intangibles in Business Management

The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the futureSeptember 30th. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time.Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making."The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.“The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact BusinessSustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business StrategyCorporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study.Cybersecurity, Brand, New Work Models and AIDigitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning.There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard.Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end.Methodology and Collaborating EntitiesIn addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain.


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Corporate Excellence actualiza el Global PR & Communication Model y lo convierte en un curso online de formación ejecutiva para la gestión de activos intangibles

Published by Unai Admin

18/07/2025

Corporate Excellence actualiza el Global PR & Communication Model y lo convierte en un curso online de formación ejecutiva para la gestión de activos intangibles


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Approaching the Future 2023 - International Launch

Published by Unai Admin

18/07/2025

Approaching the Future 2023 - International Launch

Approaching the Future 2023 - International Launch

The 8th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 10 major trends in intangible asset management that are currently shaping the business agenda. Corporate communication, the trend being worked on the most by companies. Madrid, July 13th 2023.- The integration of sustainability and environmental, social and governance (ESG) criteria into core business strategies is now the most relevant aspect for organisations in terms of intangible asset management. It is also one of the priorities that companies are now working on the most, along with corporate communication and all aspects related to digitalisation and cybersecurity. This is according to the report Approaching the Future 2023: Trends in Reputation and Intangible Asset Management, created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and worldwide partner Global Alliance for Public Relations and Communication Management.This report has become an international benchmark for understanding the trends that, beyond financial aspects, mark the evolution of the business agenda each year. Now in its 8th edition, it condenses into 10 global trends the aspects that most matter and concern professionals. "The results this year reflect the evolving and significant role of companies as social, responsible, and transformative agents in the environments in which they operate. The fact that more than 40% of sample responses came from executives shows how the management of intangibles is now firmly on the agenda of senior management as an essential aspect of the business model of the future", says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.This year, the report also specifically considers the vision of senior management, paying special attention to their concerns and interests. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of the raison d'être and values of organisations. Intangible assets are more important now than ever, and are increasingly managed in a more strategic way. It is a significative step in how communication is playing a strategic role in amplifying the role of companies and where organizations and professionals are working at their most” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.According to the ATF 2023 report, which is based on the views of more than 1,200 professionals from 53 countries, sustainability and ESG criteria are vital to organisations. Almost half of them are already working on this triple bottom line vision, and 6 out of 10 are allocating time and resources to integrating sustainability into their business strategies. A second trend that has emerged as fundamental in this edition is the management of corporate communication. According to over half of surveyed professionals, this is now a key area of work. Moreover, of the 10 trends included in the report, it is the area that executives are now working on the most (56%).Another field of action being prioritised by companies is technology, consolidating its position as a crucial transformative lever for the management of intangible assets and the road to more sustainable business models. Digitalisation is transforming the way employees work and interact with each other and with the companies in which they work. It is also having a major impact on customer relations, opening up new opportunities and challenges, such as information governance and the processing of personal data. Cybersecurity is the backbone of this process of digitalisation: 46% of organisations are already making progress in strengthening the security and protection of the data that they handle in their systems. And the same percentage of executives consider this responsibility to be their greatest challenge in terms of technology.The other two trends that lead the ranking of priorities for organisations are responsible leadership and corporate reputation, which burst into the second and third priority areas and on which, in turn, organisations are working the most. In turn, the report indicates that reputation is the third most relevant trend for more than half of consulted companies, and 80% of executives are already working on defining their strategic reputation plan.Furthermore, and taking into account the comparison between this year's results and those from 2022, organisations are taking notable steps to manage their corporate brand. The role of the corporate brand as a platform for stakeholder relations continues to gain significance, rising from 27.6% to 40.7%. In line with this, the intensity of work in this area has also increased: 17.9% of professionals stated that this aspect was a priority in 2022, and this figure has reached 45.1% in 2023, representing an increase of 27.2%. The report demonstrates that, in terms of corporate brand management, the focus on impact and the development of a clear positioning in line with issues of general interest is particularly relevant.The other areas included in the Approaching the Future 2023 trend map, and therefore continue to feature prominently in the day-to-day work of organisations (as well as representing significant challenges for them) are managing corporate purpose, a priority for senior management; the increasingly hybrid and flexible future of work; corporate governance and board transformation; and the climate emergency, which has fallen to the bottom of the ten key trends, possibly driven by a more focused approach to triple bottom line strategies and ESG.Methodology and collaborating entitiesIn addition to over 1,200 surveys, the ATF 2023 report incorporates a network of 34 contributors, over 400 national and international sources and studies, and interviews with ten international experts: Aitor Jauregui, Director of BlackRock for Latin America; Andrea Bonime-Blanc, CEO of GEC Risk Advisory; Farid Baddache, CEO of Ksapa Sustainability; Gabriela González-Valdés, General Director of the Spanish Institute of Internal Auditors; Italo Pizzolante, Director & Itinerant Chair Pizzolante & Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics at Comillas Pontifical University; Oriol Iglesias, Professor of Branding at ESADE Business School and Co-Director of The Global CCO Executive Programme; Perrine Bouhana, Managing Director of GlobeScan; Silvina Bacigalupo, President of International Transparency Spain and Professor of Criminal Law UAM; and Jorge Gutiérrez, Metaverse Continuum Business Group European Lead at Accenture Song.> Download the press release> Approching the Future 2023 results


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Comunicación, digitalización y sostenibilidad: tendencias que más trabajan las empresas

Published by Unai Admin

18/07/2025

Comunicación, digitalización y sostenibilidad: tendencias que más trabajan las empresas


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