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Top 15 Trends Worldwide: A Global Perspective

Published by Unai Admin

17/07/2025

Top 15 Trends Worldwide: A Global Perspective





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Presentation Video: Approaching The Future 2021

Published by Unai Admin

17/07/2025






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PPT Global Results. Approaching the Future 2021 International Launch

Published by Unai Admin

25/07/2025

PPT Global Results. Approaching the Future 2021 International Launch





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Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles





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Executive Summary: Approaching the Future 2021

Published by Unai Admin

17/07/2025

Executive Summary: Approaching the Future 2021





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Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Approaching the Future 2021: Trends in reputation and management of intangibles





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The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Published by Unai Admin

18/07/2025

The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Are you a member of The Global Alliance for Public Relations and Communication Management association? The creators of the new global communication model offer an Express Live Session about the 2021 Global PR and Communication Model. Global Alliance, in collaboration with Corporate Excellence - Center for Reputation Leadership, developed a model that defines the roadmap and the building blocks of the PR and Communication functions, to promote its contribution to the creation of differentiation, reputation, trust, and social legitimacy of organizations. This model has been built with the collaborative and participatory effort of a network of 1,400 professionals from 46 countries in 5 different regions, through research based on global consensus on the present and future of the role and value of public relations and communication management. After the process of research, analysis, definition, and presentation with international participation, the developers of the model are trying to give back to its of the members of the Global Alliance by offering them exclusive express sessions on the bases and benefits of the model. With this, they aspire that organizations and professionals worldwide are capable of improving the business decision-making process, promoting a real and authentic connection with their stakeholders, and promoting differential leadership in the future post-COVID-world. Global Alliance has offered, with great success, Express Live Sessions for all the regional councils of the international association: Africa, Europe, North America, Latin America, Asia Pacific and India & Middle East. We want to invite you to organize this Express Live Session webinar for your professional community, as one of the benefits for being a GA member. Topic: Express Live Session about the 2021 Global PR & Communication Model + Q&A session. Duration: 30 minutes Date: To be confirmed with each GA local member Platform: Zoom: It will be hosted by Corporate Excellence – Centre for Reputation Leadership Agenda: Welcome & Introduction Video about the Global PR & Comms Model (12 minutes) Q&A session Speakers:​ ​​Dr. Ángel Alloza Academic & Research Director, Global Alliance & Director of "The Global PR & Communication Model 2021" CEO, Corporate Excellence – Centre for Reputation Leadership Dr. Clara Fontán Director of Intelligence & Knowledge of Corporate Excellence – Centre for Reputation Leadership Member of the research team "The Global PR & Communication Model 2021" This offer is free as one of the benefits of being a member of Global Alliance. If your association is a member, now is your opportunity to take advantage and learn from the new communication and public affairs model. More information at prcommsmodel.com or by contacting us at info@corporateexcellence.org


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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate emergency to the current COVID-19 health crisis, it is clear that both the present and future are uncertain. Here you will find all the materials of the report: The trends in the spanish version of the podcas The trends in the english version of the podcast

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19/05/2020

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Approaching the Future 2020: Trends in Reputation and Intangible Asset Management

Published by Unai Admin

28/07/2025

Approaching the Future 2020: Trends in Reputation and Intangible Asset Management





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Top 15. Approaching the Future 2020

Published by Unai Admin

17/07/2025

Top 15. Approaching the Future 2020





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Approaching the Future 2020 Executive Summary

Published by Unai Admin

17/07/2025

Approaching the Future 2020 Executive Summary





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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate emergency to the current COVID-19 health crisis, it is clear that both the present and future are uncertain. Here you will find all the materials of the report: The trends in the spanish version of the podcast The trends in the english version of the podcast

Conference



15/05/2020

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Approaching The Future 2019

Published by Unai Admin

25/07/2025

Approaching The Future 2019





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Ethics, Reputation and Public Relations go hand in hand

Published by Unai Admin

18/07/2025

Ethics, Reputation and Public Relations go hand in hand

Ethics, Reputation and Public Relations go hand in hand

Madrid, February 6th. Fake news and an inappropriate use of automated communications erode trust and reputations in our institutions. The current crisis in trust is diminishing the ability for organisations, institutions and governments to operate effectively in society. To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that guide hundreds of thousands of professionals around the world. Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession. Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale. They recognize the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes. A task force of the organizations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. We believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles. Participants and representatives International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA). Francis Ingham, CEO and Director General, respectively. International Association of Business Communicators (IABC). Dianne Chase, Inmediate Past Chair. Public Relations Society of America (PRSA). Joe Truncale, CEO. African Public Relations Association and Public Relations Institute of Ireland (APRA and PRII). Justin Green, Global Ambassador and Vicepresident, respectively. Canadian Public Relations Society (CPRS). Sarah Hanel, President. Asociación Española de Directivos de Comunicación (Dircom). Montserrat Tarrés, President. Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Paula Portugal, Managing Director. Fundacom. Teresa Mañueco, Board Member. European Public Relations Education and Research Association (EUPRERA). Ángeles Moreno, Executive Director. Corporate Excellence. Ángel Alloza, CEO. Richard Edelman, President and CEO Edelman Public Relations. Global Alliance for Public Relations and Communication Management. José Manuel Velasco, Chair. Jean Valin, founding member and Past Chair of the Global Alliance.


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Corporate Excellence presents the last book of its library: The Reputation Risk Handbook

Published by Unai Admin

18/07/2025

Corporate Excellence presents the last book of its library: The Reputation Risk Handbook

Madrid, November 7. Last Thursday, at the IE Business School, Corporate Excellence presented the last book of its library,The Reputation Risk Handbook, the Spanish adaptation of the work of Andrea Bonime-Blanc, one of the greatest international models in strategic risk management and corporate governance. This is the fourth title of the Corporate Excellence Library and the first of its imprint, now that the foundation just made a debut as independent publisher. The Corporate Excellence Library collects the most relevant works about integrated asset management and key intangible resources, like reputation, brand, communication, sustainability and public affairs. Up to now, Corporate Excellence has published three reference works in their fields of knowledge: The Alignment Factor by Cees Van Riel; Corporate Reputation by Professor Carreras and Professor Ángel Alloza; and Strategic Communication and Its Contribution to Reputation by Paul A. Argenti. However, one of the outstanding issues was the reputational risk effective management. This matter is finally answered in Bonime-Blanc’s handbook. Reputation is nowadays one of the issues that concern the most to the CEO of the companies. The executives claim that reputational risk is on the top at the ranking of strategic risks that the organisations have to face. Most companies consider reputation and brand strength the most valuable intangible assets; this shows the increasing importance that the area is getting for companies and the agenda of their chief executives. Reputation risk has become a strategic imperative as an effect of the age of hyper-transparency in which we live, where information is constantly running and a crisis can manifest in a matter of seconds. This handbook is based on the main questions —What we mean by “risk”? What is “reputation”? What is considered “reputation risk”?— to go in depth into the analysis of different types of reputational risks based on real practical cases. The work explores too which are the reputational risk factors; on one hand, those responsible for its management and on the other hand, those who take part in it. It also includes a strategic typology to manage the reputational risk depending on the maturity of the risk management structure of the organisation and presents a toolkit that summarises the functions and responsibilities of the key factors in the reputational risk management. The work is part of the initiatives promoted by the Research Centre of Governance, Sustainability and Reputation, an independent research centre created by Corporate Excellence in collaboration with the IE Business School to create knowledge, management models and training in corporate governance, sustainability and reputational risks issues. Participating in the presentation event were the author, Andrea Bonime-Blanc, CEO and Founder of GEC Risk Advisory LLC and leading expert in cyber risk and governance in The Conference Board; and a top level panel constituted by Ernesto Martínez, President of Instituto de Auditores Internos of Spain; Isabel López Triana, partner of Canvas Estrategias Sostenibles and member of the Committee of Experts at the Research Centre of Governance, Sustainability and Reputation; Helena Redondo, partner of Sustainability and Climate Change at Deloitte; and Tomás Garicano, Professor of IE, Director of Centro de Buen Gobierno and member of the Committee of Experts at the Research Centre of Governance, Sustainability and Reputation.


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Annual Meeting 2015: Corporate Excellence member companies are moving towards excellence in management of intangibles assets

Published by Unai Admin

18/07/2025

Annual Meeting 2015: Corporate Excellence member companies are moving towards excellence in management of intangibles assets

Ibercaja and Coca-Cola announce their incorporation to Corporate Excellence. With these new members, the Foundation now has 19 companies committed to the management of their intangible assets One more year, Corporate Excellence has held its annual meeting for all the companies that form part of the Foundation to share the progress made in the management of intangible areas over the course of 2015 with the professionals of the reputation, communication, public affairs, metrics and brand areas in those companies. It has also been presented the annual report of activities and projects and the main initiatives to address in 2016. In general, the balance has been very positive for 2015. During this period, Corporate Excellence has deployed30 activitiesincluding workshops, technical meetings, seminars and training programs, in which participated a total of 543 professionals; the satisfaction index reached the 85 %, and they had a grade of recommendation of 75, 4 %. Agbar, Bankinter, BBVA, CaixaBank, Coca-Cola, Correos, Danone, DKV Seguros Medicos, El Corte Angles, Gas Natural Fenosa, Ibercaja, Iberdrola, MAPFRE, Popular, Renfe, Repsol, Santander, Telefonicaand Volkswagen Spain have understood that 80 per cent of their total value, on which their success and future depends, lies in its intangible assets and resources. For this same reason, they have been working all these years on the strategic role of the management of intangible assets, placing it within the key areas of their organizations, such as the financial, strategic, human resources or operations departments. New additions This initiative has over a decade of experience and keeps growing every year. This year, additionally, there is an added reason to celebrate: the incorporation of Ibercaja and Coca-Cola to the Foundation. Both Antonio Martinez, Chief Financial Officer at Ibercaja and Ana Gascon, Corporate Responsibility Manager at Coca-Cola, expressed their enthusiasm about working towards the management of intangible assets hand in hand with Corporate Excellence. With these new additions, the Foundation now has 19 members, including founding and business partners. Major 2015 milestones Corporate Excellence continues to address projects to progress in developing tools and management models. This year, special emphasis has given to the R+D+i projects launched by CE and its strategic allies, which have enabled new management models. Prominent among these have been the model calledEmployee's responsibility on corporate reputation, fostered along with Alcor consultores, and the modelPositive calculation of the impact that companies have on the society regarding user experience, developed with EY. Corporate Excellence's journey is based on sharing and learning from each other thanks to the collaboration between public and private sector and also between companies, as well as to the partnership with the academic sector. Trust, joint collaboration, open innovation and co-creation are the greatest strengths of this think-tank.The Foundation has established more than 70 partnerships so far and has a global network comprising more than 24 experts in its Advisory Board. Among these partnerships, noteworthy is the formation of a newCollaboration Agreement with the Spanish Association of Directors of Communication, Dircom,to jointly launch an alignment and collaboration process thought to promote the strategic role of the CCO in the integral and integrated management of key intangible assets; a goal shared by both institutions. Jaume Giro, President of the Foundation since January 2015 and General Director of Communication Criteria CaixaHolding, recalled at the meeting that Corporate Excellence's aspiration is that "all organizations improve society through an excellent management of their intangible assets". These 19 companies have proved one more year to be moving towards an excellent and integrated management of key intangible assets. Giro stressed that "if approximately two thirds of the total value is determined by intangible assets, we must learn how to manage value creation levers, which will determine and guarantee the success of our organizations in the future". Co-creating the future of the management of intangible assets "Co-creating the future" has been the leitmotiv of the Annual Meeting of Corporate Excellence held at the headquarters of Bakinter where also Maria Parames, People and Corporate Communication Manager at Bankinter, participated in the welcoming ceremony. All the participants have emphasized that it is essential to know the context where we are. Identify the main social trends is the only possible way to create projects that are both profitable and sustainable in the long term. To explore the issue further, Juan de los Angeles, President of C4E Communication for Effectiveness, and Xavier Oliver, member of CE's Advisory Board and Professor at IESE Business School, have also shared their views on the subject. There were also explained what emerging trends are configuring new behavior models so everyone can identify and anticipate important topics for business management.


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Relevance of Communication for Corporate Reputation

Published by Unai Admin

18/07/2025

Relevance of Communication for Corporate Reputation

Madrid, 29 September, 2014.The World Public Relations Forum, a major event in the field of communication and public relations was held in Madrid on September 21 – 23, and allowed its participants to share important ideas related to the management of intangible assets. The first working day of the Forum brought together top academics representing universities from all around the world. They presented some recent and relevant trends in academic research: focus on shared values, sincerity of corporate narrative, true and effective leadership of professionals, common standards, professional ethical codes, best practices, contextual variables are just a few of the subjects referred to in the scholars’ papers and presentations. Speakers emphasized the opportunities that management of intangible assets presents to professionals, and pointed out that democratization of knowledge is one of the greatest benefits that communications professionals enjoy in the current context. The second and third days of the Forum were dedicated to corporate communication and public relations. Professionals from different industries got together to find out about best practices and trends, and to learn from top experts, who revealed the trends observed in major companies and their communications and public relations departments. Speakers of the day included José María Velasco, Chairman of Dircom, Anne Gregory, Chair of Global Alliance, Daniel Tisch, CEO of Argyle Communications and former Chair of Global Alliance for Public Relations and Communication Management. All of them agreed that companies should be aware of the need to adopt new approaches to communication and public relations. The mission of communications managers is to define the company’s vision and to carry out reorganization of stakeholders. Any professional working in the field of communication and public relations should be able to read the new social context and to be aware of the new rules. The second day made a special emphasis on corporate reputation. Ángel Alloza, CEO of Corporate Excellence, Luis Gallardo, Chairman for Brand Marketing EMEA and José Manuel Lancha, Partner and Board Member at Villafañe & Asociados Consultores, took part in a round table discussion, where they made it clear that reputation should be considered key to a company’s overall strategy. Ángel Alloza said that in the economy of intangibles only well-reputed companies are able to achieve differentiation and compete in global markets and with international brands, thus ensuring their continuity in the long run. The World Public Relations Forum highlighted great ideas and showed interesting trends of communications management’s further development. Global Alliancesummed up these principles and published them on their website: >Public relations and communication management must aspire to a social purpose, serve social cohesion, and aim to bring communities together. >Public relations and communication management can enable social integration by listening, identifying agendas, and creating shared narratives and safe places for dialogue around the social challenges of each society. >Public relations and communication professionals must take responsibility for identifying how they can serve their own societies. >By realizing the power of communication, each public relations and communication professional can be a leader. True leadership achieves personal, organizational and societal transformation. >By reflecting on transformational leadership moments, our profession can learn to serve our organizations better, and by doing that, serve society better. The next Forum will be held in Nairobi, Kenia, in November 2015. For more information please refer to corresponding posts in the blog of Corporate Excellence.


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Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Published by Unai Admin

18/07/2025

Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Madrid, February 26, 2014. In the current context it is important to demonstrate the effect and return on managing intangible assets in organizations. The event’s participants will focus on key tools used today to monitor and track major intangible assets and on how these tools may help to highlight the value of organizations. The discussion will be opened by Jaume Giró, Co-CEO of CaixaBank and Vice President of Dircom; José Manuel Velasco, the President of Dircom; and José Luis González-Besada, President of Corporate Excellence. Top level professionals will talk about cutting-edge developments in intangibles’ measurement, including Mariano Maqueda, Partner and Director at Punto de Fuga; María Such, Corporate Reputation Director at BBVA; Pepe Martinez, Firefly Director & Marketing Responsible, Millward Brown; Adolfo Fernández, Client Service Director Madrid Office, Millward Brown; Carmen Dato, Consulting Director, Villafañe & Asociados; Beverly Nannini, Director, Reputation Institute; Macarena Estevez, CEO of Conento; Juan Cardona, Director for Reputation and Stakeholders, Llorente & Cuenca; Sergi Guillot, CEO, Acceso; José Carlos Martínez, Corporate Reputation Manager, Iberdrola. Discussion topics include brand and reputation indicators in balanced scorecards, measurement tools for identifying and prioritizing reputational risks, measurement in the era of Big Data, etc. Ángel Alloza, the CEO of Corporate Excellence - Centre for Reputation Leadership and Sebastián Cebrián, the CEO of Dircom, will make closing remarks at the conference. Apart from that, the conference will feature the presentation of Analysis of Online Comments 2014 (BEO), a research model developed by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca to analyze the impact of the Internet on corporate reputation. The panel can be followed on Twitter (#innometrics) and by streaming.


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Latest Advances in our Reputation Roadmap

Published by Unai Admin

18/07/2025

Latest Advances in our Reputation Roadmap

Madrid, December 10, 2013. “Although we still have way to go, this time walking together, many goals have been reached. Many improvements have been made” this was the opening sentence of José Luis González-Besada, Chairman of Corporate Excellence and Communication Director at Iberdrola, at the First Annual Meeting held on December 3rd at Deusto Business School in Madrid. More than 60 top-level professionals from the 17 companies that form part of the Foundation participated in the meeting. Each company shared with the assistants the advances made in the last two years, as well as the main challenges to be faced in the future. Most of the speakers pointed out important topics related to managing large companies among all the difficulties they have to deal with: building stronger relationships with key stakeholders, breaking down silos, driving reputation management as a cross area affecting the whole company, etc. Every assisting company agreed that intangible assets management helps companies to be excellent. Actively listen to stakeholders brings continuous improvements; nowadays it is all about competing for a good reputation, for the recognition by stakeholders. As Josep Santacreu, CEO at DKV, pointed out “this new time needs a new way to do business”. DKV and Banco Popular just joined the Foundation. Corporate Excellence - Centre for Reputation Leadership is an open project to any company willing to compete for a good reputation and share best practices. Banco Popular and DKV, as well as all the companies that form part of Corporate Excellence are aware that corporate reputation is the key for the future of organizations, cities or countries. Having a good reputation is a guarantee for value protection and value growth: it protects companies against crisis and generates sustainable growth. Since the launch of Corporate Excellence in 2011, a complex model where competitor companies share knoledge and expertise has been implemented. Alliances with universities and other organizations have been built; all this to get a better understanding about intangible assets management. The chosen and implemented model by Corporate Excellence is based on public-private collaboration; In these two years, a strong network of partnerships with universities, business schools and other international and national organizations have been created.


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Spanish Companies Lead the Annual Global Conference on Corporate Reputation

Published by Unai Admin

18/07/2025

Spanish Companies Lead the Annual Global Conference on Corporate Reputation

Barcelona, June 6, 2013. Spanish companies are playing a key role at the Annual Global Conference on Corporate Reputation that is taking place in Barcelona since yesterday until tomorrow. The Conference, held by Reputation Institute has brought together 350 participants from all around the world responsible of intangible assets management. Participants are in the best environment to share the last and most important trends on Corporate Reputation. As previous years, Spanish Companies are leading the Conference with a participation of 22 speakers presenting 19 different subjects, what means a 26% of the total presentations. José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership opened the Conference yesterday. In his opening speech he pointed the importance of managing corporate reputation for the long term success of companies. The Chairman of Corporate Excellence – Centre for Reputation Leadership and Communication Director at Iberdrola emphasized that success means to lead by reputation since corporate reputation leads to excellence and contribute to competitive advantages and corporate differentiation. Mr González-Besada took the opportunity to inspire and guide participants through the reputation journey, name of the Conference this year.


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Corporate Excellence participated in the Summer Courses of El Escorial

Published by Unai Admin

18/07/2025

Corporate Excellence participated in the Summer Courses of El Escorial

Corporate Excellence participated in the Summer Courses of El Escorial

For two days along with thirty academics and professionals, we analyze the keys of the new competitive environment that opens in global markets and is based on the leadership of organizations for their good reputation, one of the relevant biggest changes in business management from the last fifty years. These are the new rules that are changing the way to manage organizations and to arise into the markets. A new context where power is being transferred again to stakeholders and where the quality of our relationships with these groups determined, accurately, an important part of business success, where the key is the confidence that we will be able to generate in the so-called reputation economy. During the conference, we discussed the issues that are part of the reputation economy agenda and also about the main keys to restoring confidence in markets. We shared the major changes that affect the business to adapt and compete in this new environment, among which emphasize the emergence of the new role of Chief Communications Officer, responsible for the overall management of intangibles of the companies. Some of the outstanding conclusions of the meeting include the following: trust is the key to the economic system and corporate reputation is the lever to manage it; business success is based on creating sustainable value in the long term and ability to distribute among the different stakeholders; the reputation management leads to business excellence; companies are part of the solution to the problems of society and finally, business, government and society together can do more.


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