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Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Madrid, 16 October, 2014. Today we are holding a presentation of the newly published title in the Corporate Excellence Series, Comunicación estratégica y su contribución a la reputación (Strategic Communication and Its Contribution to Reputation). This is the Spanish version of Corporate Communication, a comprehensive manual by Paul A. Argenti.Corporate Excellence Series also includes Alinear para ganar (The Alignment Factor) by Cees van Riel and Reputación Corporativa (Corporate Reputation) by Carreras, Alloza and Carreras. Today, at 7 p.m. we will start a live broadcast of the masterclass delivered by the book’s author, a renowned expert in corporate communication. Paul A. Argenti, Professor of Corporate Communication at Tuck School of Business (Dartmouth), one of the top international experts both in the academic domain and strategic consulting, and a member of Corporate Excellence’s Advisory Board. The expert will deliver a masterclass for all participants of the presentation. He will also sign copies of the book and take part in the discussion and a networking cocktail which will conclude the event. Click here to watch the interview the expert gave to the Corporate Excellence team during our Global CCO course at Tuck School. The strategic function of corporate communication as well as the urge to find its right place within the organizational structure at the same level as other key corporate areas such as finance, strategy, human resource or operations, is an unstoppable trend. This is because all companies in the 21st century need to manage their intangible assets and resources in an excellent and integrated way in order to achieve success and continuity both in terms of brand and corporate reputation. The book is a practical guide designed to help organizations implement advanced communications strategies which will differentiate them from competitors and through a good reputation build strong relations with customers, employees, investors and the society in general. In order to illustrate this point, the book uses the cases of Abertis, Agbar, Banco Santander, Bankinter, BBVA, CaixaBank, Corporate Excellence - Centre for Reputation Leadership, Correos, Danone, DKV Seguros Médicos, Ferrovial, Gas Natural Fenosa, Iberdrola, MAPFRE, REPSOL and Telefónica. A great contribution of this book is its review of major Spanish companies’ success stories which allow the reader to apply the knowledge and expertise provided by Paul A. Argenti to his or her own organization. In line with our objective to share knowledge, we are offering the book’s first chapter and contents for a free download. The book’s review is also available. This and other titles are available in Corporate Excellence Series.


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Strategic Communication and Reputation - Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Reputation - Paul A. Argenti

Strategic Communication and Reputation - Paul A. Argenti

Masterclass by Paul A. Argenti (professor, Tuck School of Business and Advisory Board, Corporate Excellence - Centre for Reputation Leadership), where he talks about Strategic Communication and Reputation. There he also talks about his book, published jointly with Corporate Excellence.




03/10/2014

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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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New Communication Model, from persuasion to advocacy

Published by Unai Admin

18/07/2025

New Communication Model, from persuasion to advocacy

For the second year, Corporate Excellence - Centre for Reputation Leadership held a summer course about communication in the framework of the summer courses at the Complutense University of Madrid that was celebrated in San Lorenzo de El Escorial. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, were at the course “Communication and intangible assets: from persuasion to advocacy”. Students could learn about the main steps that are being taken related to communication and other intangible assets management key for organizations. Within this academic and professional framework, the New Communication Model was presented. Corporate Excellence has been working in this New Model along with The Arthur Page Society. At Corporate Excellence has adapted the report Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy, a paper developed by The Arthur Page Society, the most important American Association of Communication Directors in the United States. The report gathers a qualitative research carried out among the main partner organizations of this American Association; it has led to a proposal for a new communication model in order to understand communication managing. In the current new environment, this new model seeks to answer the challenges and needs of every organization to successfully navigate in the new digital age. The new model is proposed as a current alternative to the traditional communication model based on the massive release of one-way messages to persuade stakeholders and drive them to buy. However, the new model seeks to create a strong identity, relevant for stakeholders; it wants to generate an identification (beliefs) that draw people to action and makes key stakeholders to decide to share their beliefs about the organization and advocate for products, services and the organization itself. Therefore, this new communication model is not based on communication skills to persuade publics, but on the great power of communication to create process of influence and advocacy among attitudes and favourable behaviours of stakeholders. To multiply and get wider spread of this advocacy, relevant content generation and intense technology and social media use should turn into the most effective and efficient way to generate business, that is, the strengthen of stakeholders’ relationships and the building of strong brands and organizations with the best reputation. Corporate Excellence - Centre for Reputation Leadership is driving the building of an international and inter-academic platform in which there are already numerous professors and researchers working to make stronger this new model that will change the current perspective of corporate communication.


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Communication and Intangible Assets: from Persuasion to Advocacy

Published by Unai Admin

18/07/2025

Communication and Intangible Assets: from Persuasion to Advocacy

Communication and Intangible Assets: from Persuasion to Advocacy

Madrid, June 26, 2013. Summer Courses of the Complutense University of Madrid will be held for the 26th time in San Lorenzo de El Escorial. They are presented with a very diverse program as well as speakers. For the second year, Corporate Excellence - Centre for Reputation Leadership will hold a course on intangible assets management. The Summer Courses are sponsored by the División Global Santander Universidades. They will take place through the 1st of July and the 26th. There will be a total of 114 activities. Specifically, Corporate Excellence - Centre for Reputation Leadership will present the course “Communication and intangible assets: from persuasion to advocacy”. This specific course will take place on the 8th and 9th of July and will bring together top level speakers. Among them José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership and Mercedes Molina Ibáñez, Director of Fundación General de la Universidad Complutense de Madrid who will open the course and welcome participants. The course counts on experienced and top level directors: Juan Benavides, Professor at the Complutense University of Madrid and Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership who will open the first session of the course with a speech on reputation “The challenge: protecting and making better corporate reputation” followed by a colloquium with the authors of the book Corporate Reputation, recently published. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, will be presenting different topics at the course. Students will learn about the importance of communications and other intangible assets for large and international companies nowadays. Find out more.


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The Chief Communications Officer (CCO), key figure for companies to successfully compete in the Reputation Economy

Published by Unai Admin

18/07/2025

The Chief Communications Officer (CCO), key figure for companies to successfully compete in the Reputation Economy

Madrid October 18, 2012. 88% of large companies worldwide believe reputation has become a key factor for business success, according to the study “Navigating in the Reputation Economy” conducted among 300 major international companies by Reputation Institute. The report shows that 68.1% of companies admit to be in the incipient stage of this reputation strategic management, however, it anticipates that there will be an important progress in this field over the next five years. According to the companies surveyed, the main challenges are: active management of all their stakeholders (for 55.6% of respondents) and strategic alignment (36.3%). Therefore, communication is going to be one of the keys to reputation management, thus the role of the communications director is configured as the main role for managing corporate reputation (55.9%). According to Beverly Nannini, Director of Consulting and Operations at Reputation Institute in Spain and Latin America, "in order to successfully compete in the Reputation Economy, companies need to face the necessary organizational changes to integrate this intangible transversely across the company departments and thus, constitute a basic KPI when formulating corporate strategy. It is a complex process that involves the renovation of some traditional roles. In the most advanced companies, the strategic definition of reputation is made by consensus between the CEO and CCO (Chief Communications Officer), being the latter the responsible for its implementation". The reputation of Spanish companies According to the study Reputation Management in Spain, conducted by Dr. Ana Casado, researcher at the University of Málaga, in the last 10 years by 45% of companies surveyed have already started to manage corporate reputation. In the case of large Spanish multinationals and corporations, this figure rises to 80%. According to this study, 55% of reputation directors have the profile of the Communications Director and 60% of the reputation areas are integrated into corporate communications departments, although there is a great variety in organizational nomenclatures. In this regard, Dr. Casado believes that "reputation management is enabling communication areas increasingly influence the definition and implementation of the overall strategy." Five stages Analysing the success cases of leading firms in corporate reputation management, Reputation Institute has developed a “roadmap” (The Voyage of Reputation Management) that describes how to integrate at the highest level strategic reputation in five stages: 1. Defining reputation metrics and initial measurements. 2. Knowledge about stakeholder expectations and interests. 3. Linking reputation indicator with other business metrics. 4. Transversal reputation management within the company and integration of the reputation indicator in the scorecard. 5. Integration of reputation in the company strategy and operations. About Corporate Excellence - Centre for Reputation Leadership A new think tank to professionalize management of intangible assets and contribute to the development of strong brands with good reputation and able to compete in to the global market. About Reputation Institute Reputation Institute is the world's leading reputation management consultancy, enabling leaders to make more confident business decisions that build and protect reputational capital and drive competitive advantage. Founded in 1997 by Charles Fombrun (USA) and Cees Van Riel (Netherlands), they operate in 30 countries. Reputation Institute provides best-in-class reputation consulting to empower more confident decision-making, enabling its clients to achieve their corporate objectives.


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The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence (Cees van Riel)

Published by Unai Admin

17/07/2025







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Communication function becomes strategic

Published by Unai Admin

18/07/2025

Communication function becomes strategic

The results of the European Communication Monitor prove that the role of the manager for intangible assets is becoming more and more relevant in the strategic decision-making process. The Monitor shows that 67.8% of professionals in the field take into account Strategic Facilitators when they define the strategy. The results are based on rigorous analysis that identifies basic structures and the evolution of the communication. It is the most comprehensive international research in the field of public relations and communication management, with a sample of 2,209 professionals from 43 countries. In this context, it is important to note that Corporate Excellence works jointly with Rotterdam School of the Erasmus University to analyse how the role of director for communication is evolving into the role of the Chief Reputation Officer


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Congreso «Building Museum Reputation»

Published by Unai Admin

18/07/2025

Congreso «Building Museum Reputation»

The Museo Nacional del Prado, the University of Navarra and Corporate Excellence - Center for Reputation Leadership organize the "Building Museum Reputation" Congress that will take place at the Museum of the University of Navarra from September 18 to 20, 2019. In recent times, the management of reputation and intangible assets has become a key issue for the creation of value and the strategic direction of museums. For the first time, from an academic and professional perspective, a congress will be held to reflect on external and internal factors that influence the reputation of museum institutions. RECIPIENTS: The congress is aimed at expert managers in reputation, museum managers and sponsorship professionals, who will discuss the creation of museum value and the strategic alliance with sponsors and institutions. SPEAKERS: Miguel Falomir, director of the National Prado Museum Mikhail Piotrovskiy, General Director The State Hermitage Museum Axel Rüger, director of the Van Gogh Museum Richard Lambert, director of the British Museum Prof. Cees Van Riel, museum reputation expert Gilles Lipovetsky, philosopher and writer, about trends in art, museums and current culture. Ángel Alloza CEO Corporate Excellence Center of Reputation Leadership







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EUROPEAN COMMUNICATION MONITOR 2019

Published by Unai Admin

18/07/2025

EUROPEAN COMMUNICATION MONITOR 2019

The European Public Relations Education and Research Association (EUPRERA) is an autonomous organization with about 500 members from 40 countries interested in the development of research and scientific knowledge in strategic communication. Various transnational and comparative research and educational projects are carried out through the affiliated universities.In order to disseminate new methodologies and research results, each autumn EUPRERA organizes a well-known annual congress in collaboration with a selected university within Europe.The European Communication Monitor 2019 study in its thirteenth edition, once again explores the trends in the communication management sector. The survey explores trust in communications, the challenges of transparency, as well as Artificial Intelligence and the future of content creation. The study is based on the responses of 2,689 communication professionals in 46 countries. Detailed analyzes are available for 22 countries and different types of organizations (private quoted and unlisted companies, public companies, nonprofit organizations, government and policies, agencies and consultants).SPEAKERS:-Angeles Moreno, President Elect European Public Relations Education and Research Association (EUPRERA). Professor Group of Advanced Studies in Communication. King Juan Carlos University.-Angel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership.-Alfonso González, Director of Government Relations and Regulatory Affairs, IBM Spain. EACD Spain representative







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