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You Are What You Communicate

Published by Unai Admin

17/07/2025

You Are What You Communicate






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A New Communication Model - Roger Bolton

Published by Unai Admin

18/07/2025

A New Communication Model - Roger Bolton

A New Communication Model - Roger Bolton

Masterclass on Communication by Roger Bolton (President, Arthur W. Page Society), where he presents a new communication model: Building Belief. Besides, Bolton talks about the key points of the research Corporate Character: How Leading Companies Are Defining, Activating & Aligning Values.




21/10/2014

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The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence

Published by Unai Admin

17/07/2025





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Communications in the Age of Engagement: the Public Engagement

Published by Unai Admin

18/07/2025

Communications in the Age of Engagement: the Public Engagement

Communications in the Age of Engagement: the Public Engagement

Robert Phillips, Edelman EMEA President and CEO, was the speaker of the workshop “Communications in the Age of Engagement” held by Corporate Excellence – Centre for Reputation Leadership. The goal of the meeting was to analyse every aspect related to the social changes and trust; examine the new behaviours that companies should adapt in order to successfully compete in the Age of Engagement, and reflect on how companies shall create new tools to prosper in this new world. After analysing results and conclusions of the Edelman Trust Barometer 2012, Phillips confirmed that our current communication is more about what we do than what we tell, therefore it should be more open, honest and frequent than ever before, evolving from traditional Public Relations to Public Engagement. This is explained in depth in this video: Public Engagement According to Robert Phillips, “increasing levels of peer-to-peer trust, the rise of citizen networks, as well as the evidence of the increasing trust in traditional hierarchies, are the facts that prove there are tensions and polarities in our society. However, from this base, we can create an energy and impulse to recover trust, revaluate values and change old practices in communications to the ones of the Age of Engagement. The engineer of this change is perhaps the most important challenge that communications professionals are currently facing”. “The Age of Engagement demands a new approach of the operating models, as well as an approach based in social values where “doing what is right” can last. However, the change will bring inevitable challenges –a social world organized in networks cannot move into a redundant and operative structure-. The evident conflicts between the political structure and the economical resolution, as an evidence of the financial crisis in Europe, require a review of how we cooperate and which should be our motivations” added the President and CEO of Edelman in Europe, who concluded: “Companies have to put into practice an authentic transparency and they should show real responsibility. Operating models that are flexible enough should be implemented in order to adapt to the different speeds and technological changes”. If you want to read more about our workshop, please visit our corporative blog.


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Robert Philips (Edelman EMEA) explains us what is the most fundamental challenge facing corporate communications

Published by Unai Admin

17/07/2025

Robert Philips (Edelman EMEA) explains us what is the most fundamental challenge facing corporate communications







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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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Semantic analysis: A revolution in communications

Published by Unai Admin

18/07/2025

Semantic analysis: A revolution in communications

Semantic analysis: A revolution in communications

Internet is increasingly becoming a new channel for stakeholder-company relations. We find ourselves before a new information ecosystem, where the power of stakeholder opinion multiplies several fold. This has been one of the conclusions of the workshop entitled, “Semantic analyses, challenges and opportunities for managing communication and reputation in the online environment”, which has brought together the highest experts on the topic of Semantic Analysis with teams from the member companies of Corporate Excellence – Centre for Reputation Leadership. The high volume of information available, the immediacy with which it is disseminated, connectivity and content interrelations are factors representing significant challenges for managing and measuring the reputations of companies on the net. According to Miguel Lucas, Technologist and Consultant at Llorente & Cuenca, the same volume of information (5 exabytes) was generated in two days in January 2011 as from the beginning of time through to 2003. This volume of information, which is increasing all the time, is impossible for the human being to digest. For Lucas, it is essential to put machines to work, but to do so “we have to teach the machines to do things that they do not know how to do today or they do in a very constrained way.” Surfing on internet and identifying when, how and why a company is being talked about is a difficult task and although search engines are progressively incorporating language processing techniques, many of the problems this represents are as yet unsolved, making this a matter being addressed by many research teams worldwide. On this issue, Julio Gonzalo, a member of the Spanish National Distance-Learning University (UNED) Dept. of Computer Languages and Systems states that “for the time being we are actually unable to automatically understand the semantic meaning of a message, but we are getting closer and if we do manage to achieve this, we will be facing a revolution that would completely change the communication paradigm: Once we have that potential we will be able to assimilate all messages and extract new information”. Adolfo Corujo, partner and Online Communication Director of Llorente & Cuenca, discussed the project known as LIMOSINE (Linguistically Motivated Semantic Aggregation Engines), the most recent research in this field to progress in basic research into the analysis of online expressions and their applications in business, being undertaken by the NLP & IR-UNED Group, Amsterdam, Glasgow and Trento universities, Yahoo’s Barcelona Media Research and Llorente & Cuenca.


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Tales as communication tools

Published by Unai Admin

18/07/2025

Tales as communication tools

Tales as communication tools

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 events that contains conflicts, emotions and provides sensations and plausibility. But a tale largely brings sense into our lives. According to Núñez, tales have many advantages because they provoke neuronal attention, virality; they are mnemotechnical and they involve participation; at the same time they generate community, cohesion, culture and a sense of fun. Storytelling techniques shake up traditional ways of communication in organisations, awarding stakeholders a star role as narrators of the organisation’s history. Success resides in finding tales that truly represent what the company is about and forge bonds with its key stakeholders.


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Corporate Excellence and LID present Alinear para ganar

Published by Unai Admin

18/07/2025

Corporate Excellence and LID present Alinear para ganar

Corporate Excellence and LID present Alinear para ganar

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 and minimizes problems”. The message is very simple: if business areas and departments work together, respect and contribute to one another, then the possibilities of success increase exponentially. The book explains how to build up an excellent reputation by aligning stakeholders with corporate strategy. In recent years Van Riel has studied the cases of Barclays, BBVA, Deloitte, Delta, FedEx, Gas Natural Fenosa, General Electric, Google, Iberdrola, IBM, IKEA, ING, Johnson&Johnson, KLM, La Caixa, McDonalds, Monsanto, Nestlé, Nokia, Novartis, Petrobrás, Philips, PWC, Randstat, Repsol, Santander, Shell, Sony, Southwest Airlines, Telefónica, Toyota and Unilever, among other firms. He asserts that the most successful firms understand that “the most brilliantly designed and calculated strategy is (…) doomed to utter failure if the key stakeholders that the organization depends upon do not support it”. Luis Abril, Chair of Corporate Excellence - Centre for Reputation Leadership states that “today a sound message can only be transmitted if companies manage to align their internal and external stakeholders with their strategy through corporate reputation management”. He believes that the book presented here “represents a highly valuable, useful asset for CEOs, General Managers and other management committee members seeking to tackle the processes of far-reaching transformation entailed by the new economy of reputation”.


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Commitments, leadership and management systems as key elements for managing stakeholder relations

Published by Unai Admin

18/07/2025

Commitments, leadership and management systems as key elements for managing stakeholder relations

Commitments, leadership and management systems as key elements for managing stakeholder relations

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 the processes of stakeholder engagement it is necessary to undertake clear, concrete and concise commitments and communicate them to the stakeholders, which would allow the company to involve them in the organisation. Secondly, companies should develop systems of managing indicators and set objectives that are consistent and coherent with the company’s mission and vision. Finally, a leadership model has to be developed which would ensure that the commitments are supported by the top management of the company. But how to develop this leadership model? According to Carlos Rey, we are witnessing a transition from the individualistic leadership model (leader – follower framework) to the shared leadership model (leader – leaders framework). Because organisations are governed by systems, the shared model ensures that the vision, the values and the commitments are shared at all levels and permeate the whole organisation. In his turn, Carlos Vicente Alberto, Monsanto’s Director for Sustainability and International Relations in Europe explained how the company is managing its relations with the stakeholders and the focus on the role of employees in the organisation. Both speakers agree that it is necessary to break the barriers between different departments of the organisation in order to achieve firm-wide commitment, to promote the mission within the company and to project it outwards. One of the most important conclusions of the meeting was that it is necessary to align an organisation’s strategy with the stakeholders, based on the long-term vision and starting with internal stakeholders, most importantly, with the employees.


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Trust is key for building the reputation

Published by Unai Admin

18/07/2025

Trust is key for building the reputation

Trust is key for building the reputation

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 rating respectively. The study reveals differences between the expectations of the society and performance of companies. Values such as “treating the employees well”, “placing customers ahead of profits” and “offering high quality products or services” are of paramount importance at the time when it is necessary to build trust. Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, stressed that today power is in the hands of stakeholders and that reputation management implies responsiveness to the expectations of stakeholders. According to Alloza, the key is to do what one promises and to do it well. Alloza also emphasised the need to create a common roadmap for the public and private sectors in order to develop new trusted brands based on integrity, transparency and long-term vision. Growing credibility of the employees and “someone like you”. As for the credibility of information sources, results of the study point to a significant change of roles. Employees and the figure of “someone like you” are becoming more and more important, 24 points higher in both cases – a significant increase of trust. On the opposite, trust in the CEO plunged dramatically (18 points), hitting the last but one position. NGOs are still reported to be the most trusted institution by the society. Growth of trust in the social media With respect to the sources of information, the study shows a significant growth (7%) of trust in the social media, which comes 6 points ahead of the corporate information sources. Traditional mass media are still the most trusted sources, although the level of trust decreased slightly. Participants of the presentation included Alan VanderMolen, President and CEO of Edelman Global Practices, Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, Javier Noya, Chief Researcher for International Studies of Real Instituto Elcano, and Miguel Ángel Aguirre, CEO of Edelman Spain.


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