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The End of a Challenging Year

Published by Unai Admin

18/07/2025

The End of a Challenging Year

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Global Alliance launches, The 2021 Global PR & Communication Model

Published by Unai Admin

18/07/2025

Global Alliance launches, The 2021 Global PR & Communication Model

Global Alliance launches, The 2021 Global PR & Communication Model

A new roadmap for enhancing the role of PR and Corporate Communication Structure the PR & Comm job around five strategic building blocks A practical guide for achieving the most relevant outcomes for operating in every market in the 21st century: differentiation, reputation, trust with stakeholders. With the collaborative and participatory efforts of a network of 1,400 professionals on 5 different regions Global Alliance for Public Relations and Communication Management and Corporate Excellence – Centre for Reputation Leadership has unveiled today The Global PR and Communication Model, a new way to guide the job or PR and Communication professionals all over the world.The Model is structured around five strategic Building Blocks that generate and protect value in today’s world: corporate purpose, brand and corporate culture, reputation and reputational risks, communications and connected intelligence and intangible asset metrics. These Building Blocks enable organizations to achieve the differentiation, engagement, advocacy, trust and social legitimacy that they now require in order to maintain their license to operate.“With the collaborative and participatory efforts of a network of 1,400 professionals on five different regions, this has been a global consensus-based research on the present and future of the role and value of public relations and communications management. The core of our professions strength is our ability to build relationships, that connect us everywhere around the world” said Justin Green, President of Global Alliance. “The world is in a period of complete transformation because of the new intangible economy, and we needed a new direction by taking reputation and intangible assets as its focus” stated Ángel Alloza, CEO Corporate Excellence and Academic Research Director of Global Alliance. According to Alloza, who led the project, the research and the report, together with Clara Fontán and the great team at Corporate Excellence, “the Model emerges as a practical roadmap to help organisations and professionals achieve their most important and relevant outcomes for operating in every market in the 21st century: to achieve lasting differentiation, build a solid reputation, and consolidate trust with stakeholders, which means at the end of the day broadening your licence to operate”.“Developing this model, which is an evolution of the Melbourne Mandate, the Global Alliance is serving its mission: to create global standards to elevate our profession”, stated José Manuel Velasco, Immediate Past Chair and leader of the steering committee of the project. “The Model looks at the future of our function providing strong reasons to deserve a position in the executive committee of any kind of organizations”, added.The Model also consolidates the Stockholm Accords (2010) and the Melbourne Mandate (2012) and integrates the Global Capability Framework developed in partnership with Huddersfield University in 2018.The Model aims to enable organisations and professionals worldwide to improve their leadership and business decision-making process while promoting a real and authentic connection with their stakeholders for the post-COVID-19 world.The project today unveiled has the support of LLYC, the leading PR company in Spain and Latin America. LLYC “strive to improve the world around us, firmly believing honest, intelligent, innovative and efficient communications foster confidence and understanding among people, companies and institutions—in other words, the foundations of economic and social progress. In this way, we contribute to solving many of the challenges of our times”. The full report and executive summary of the Global PR and Communication Model can be found here: https://www.prcommsmodel.com/Developed by Global Alliance in partnership with Corporate Excellence – Centre for Reputation Leadership, as knowledge partner, a leading research, knowledge and training non-profit organisation specialised in the management and measurement of intangible assets, and with the sponsor contribution of LLYC, a global communications and public affairs consulting firm, this model defines the roadmap and building blocks of the functions of PR and Communications that contributes to the creation of differentiation, reputation, trust and social legitimacy.


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Conferencia Anual Corporate Excellence 2020: Claves para las empresas con futuro

Published by Unai Admin

17/07/2025




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The corporate purpose, a strategic priority for managers and investors around the world

Published by Unai Admin

18/07/2025

The corporate purpose, a strategic priority for managers and investors around the world

The corporate purpose, a strategic priority for managers and investors around the world

The Corporate Purpose Roadmap® is here, a new methodology to help companies in the process of creating, implementing, and activating their corporate purpose Superunion and Corporate Excellence - Center for Reputation Leadership together with DKV Seguros and BlackRock discuss the strategic importance of purpose and stakeholder capitalism Madrid, October 2nd 2020. In a context marked by the COVID-19 crisis, the corporate purpose has become a strategic priority for executives and investors worldwide. Companies must now abandon models focused exclusively on their shareholders to respond to all their stakeholders' needs. This has been stated in the launch of The Corporate Purpose Roadmap®, a new methodology developed by the brand consultancy firm Superunion and by Corporate Excellence - Centre for Reputation Leadership to help organizations create, implement, and activating their corporate purpose.The results of the presented studies, together with the continuous analysis of business practices and, most notably, the effects of the COVID-19 crisis, has demonstrated the fundamental role corporate purpose has. It is a lever for transforming and activating positive and value-creating behaviours aligned around a shared system of beliefs and values. Nevertheless, this purpose has not been defined or implemented in line with a rigorous framework in many cases. Consequently, it has become a mere publicity stunt or irrelevant message or, in the worst of cases, a counterproductive exercise. In the words of Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership, "a poorly conceived purpose lacks coherence and authenticity, and results in a lack of legitimacy and trust.""The consideration of one's benefit in parallel with that of society is not at odds with good economic and financial results, but rather the opposite," assures Aitor Jauregui, managing director of Blackrock in Spain, Portugal, and Andorra. The annual letters on corporate governance from Larry Fink, CEO of BlackRock, warned the need for companies to have values and principles that focus on the generation of value beyond profit and loss accounts. It is a significant example of how social change we witness is also reflected in investors' decisions, demanding more inclusive, integrated, and ethically responsible behavior. Jauregui reminds us that Fink's letter from 2019 was solely focused on the need for companies to understand their purpose. "As stated by Larry Fink in his 2019 letter, the purpose is so much more than a mere slogan or marketing campaign. It is the fundamental reason why a company exists: what they do each day to generate value for their stakeholders," the director of Blackrock Iberia concludes.The Corporate Purpose Roadmap® demonstrates how companies can define a purpose that connects employees, clients, and society. To activate supportive behaviors and attitudes, the corporate purpose must be created from the "inside out," through a process of strategic reflection and mechanisms that involve employees. It is strengthened by the "outside-in" through the integration of the expectations of the various stakeholders. In this sense, the CEO of DKV Seguros, Josep Santacreu, highlights that "launching a project for defining or redefining corporate purpose is a strategic activity that requires clear conviction from upper management and it should never be perceived as a fad that we are obligated to take on". In the words of Santacreu, "the definition, implementation and activation of purpose must stem from a reflected and consensual decision, and we must be willing to assume all implications and consequences with a long-term vision".The need for a demonstrated and proven methodology for effectively defining a corporate purpose and, above all, activating it in line with the needs of a company is why we have now launched The Corporate Purpose Roadmap®: a model that enables the identification of a company's true leitmotif - their raison d'être - (why and for what purpose the company exists), how they can develop this purpose (guiding values), what products or services they offer (mission statement), and what scope and the specific contribution they will offer their principal stakeholders (the vision they want to build with them).According to Almudena Clemente, Head of Strategy at the brand consulting firm Superunion, "defining a corporate purpose is relatively easy. What is harder is making it a reality and implementing it in a company's day-to-day activities to serve as a filter and a valuable and authentic guide for the company. Because having a purpose isn't about being perfect. It's about striving each day to be better".Task forces have developed the project at Superunion and Corporate Excellence, led by Almudena Clemente, Head of Strategy at Superunion, and Clara Fontán, Director of Intelligence & Knowledge at Corporate Excellence – Centre for Reputation Leadership. It has counted on the supervision and technical direction of Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership and Pilar Domingo, Managing Director at Superunion Madrid.


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The Corporate Purpose Roadmap® [Presentación del modelo]

Published by Unai Admin

17/07/2025





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Aprendizajes sobre innovación en métricas de intangibles. JIM 2020. Clausura

Published by Unai Admin

17/07/2025





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Descienden en 2020 las medidas de impulso a la igualdad y la inclusión en las organizaciones

Published by Unai Admin

18/07/2025

Descienden en 2020 las medidas de impulso a la igualdad y la inclusión en las organizaciones


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Approaching The Future: ¿Cuáles son las tendencias de LATAM?

Published by Unai Admin

18/07/2025

Approaching The Future: ¿Cuáles son las tendencias de LATAM?

Approaching The Future: ¿Cuáles son las tendencias de LATAM?

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Reflexiones estratégicas: la importancia del repensar en equipo para cocrear el futuro.

Published by Unai Admin

18/07/2025

Reflexiones estratégicas: la importancia del repensar en equipo para cocrear el futuro.

Reflexiones estratégicas: la importancia del repensar en equipo para cocrear el futuro.

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La importancia de la comunicación interna como activador del propósito corporativo.

Published by Unai Admin

18/07/2025

La importancia de la comunicación interna como activador del propósito corporativo.

La importancia de la comunicación interna como activador del propósito corporativo.

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Cómo adaptarse a las fases de la pandemia

Published by Unai Admin

18/07/2025

Cómo adaptarse a las fases de la pandemia

Cómo adaptarse a las fases de la pandemia

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Cómo el sector de banca y seguros ha conseguido diferenciar su marca tras el Covid-19

Published by Unai Admin

18/07/2025

Cómo el sector de banca y seguros ha conseguido diferenciar su marca tras el Covid-19

Cómo el sector de banca y seguros ha conseguido diferenciar su marca tras el Covid-19

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La hora de la estrategia: tres elementos clave post pandemia

Published by Unai Admin

18/07/2025

La hora de la estrategia: tres elementos clave post pandemia

La hora de la estrategia: tres elementos clave post pandemia

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Construyendo líderes a los que seguir

Published by Unai Admin

18/07/2025

Construyendo líderes a los que seguir

Construyendo líderes a los que seguir

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Trends & Reputation. Episodio V: Evolución de la reputación y el liderazgo frente al COVID-19

Published by Unai Admin

18/07/2025

Trends & Reputation. Episodio V: Evolución de la reputación y el liderazgo frente al COVID-19

Trends & Reputation




17/06/2020

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La importancia de la comunicación responsable en tiempos de coronavirus

Published by Unai Admin

18/07/2025

La importancia de la comunicación responsable en tiempos de coronavirus

La importancia de la comunicación responsable en tiempos de coronavirus

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Covid-19: El reto de poner en valor la gestión de la crisis (Ep.V)

Published by Unai Admin

17/07/2025




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Empresas y valor compartido: compromiso ante COVID-19 (Ep.V)

Published by Unai Admin

17/07/2025




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