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Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

Published by Unai Admin

17/07/2025






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Findings and Conclusions from the Online Comments Report 2015

Published by Unai Admin

18/07/2025

Findings and Conclusions from the Online Comments Report 2015

The Online Comments Report is an analysis model that evaluates comments made voluntarily on the Internet by the stakeholders as well as their impact by the dimensions that constitute corporate reputation. According to the researchers, the online Comments Report has become a "management tool". On its 4th year, the Online Comments Report consolidated itself as a worldwide standard for reputation management on the Internet. The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account when developing a strategy of positioning on the Internet. For the 4th issue of Online Comments Report, analysis of 47,903 URLs, 24,692 mentions, 68 corporate brands and 15 industries and the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google were carried out. One more year, the Report evaluates comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance. This strategic focus has been applied to 70 companies based in Spain, Argentina, Brazil, Colombia, Ecuador, Peru and Portugal. The Report's conclusions highlight that, one year later "Consumer Electronics" still leads the chart in terms of awareness and recognition. This sector increased in more than three points positive evaluation contained in comments thanks to the positive assessment of the categories of Workplace, Citizenship and Products and Services. By dimensions, Innovation and Leadership achieved the best results regarding recognition Companies are now generating their own content, confirming the trend identified in last year’s report. Last but not least, regarding the findings by networks, the report shows that after four years, Google is still the network that scores better in terms of awareness. The Online Comments Report, a Pioneering Model The Online Comments Report is a research tool that enables the evaluation of the impact that online comments have on corporate reputation. It is used as a diagnostic tool and allows the classification of comments made on the Internet according the seven key dimensions driving corporate reputation and established by Reputation Institute: Products/Services, Innovation, Workplace, Governance, Citizenship, Leadership and Financial Performance. The Report provides a clear idea of what stakeholders are saying about a brand and what those comments mean. It also shows the positioning of a brand regarding its competitors in specific markets and helps companies to identify important trends and insights. Until now, companies in nine different countries around the world have used this model for more than seventy ad-hoc researches. Besides, this initiative was a finalist for the prestigious Digital Communication Award 2013 within the Digital Monitoring and Evaluation category, where it competed with Bosch Siemens and Wikipedia.


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Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Published by Unai Admin

18/07/2025

Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis

Madrid. March 6, 2014. Llorente&Cuenca and Corporate Excellence – Centre for Reputation Leadership are presenting the 3rd issue of Online Comments Analysis, an analysis model designed for evaluating the impact of online messages on corporate reputation. This year 78,896 URLs, 45,063 references, 71 corporate brands and 16 industries were analyzed by 7 dimensions of reputation (Products and Services, Financial Results, Innovation, Workplace, Leadership, Governance and Citizenship). “The huge impact of new technologies has accelerated social changes that lead to more complicated relations between companies and their numerous stakeholders. The Internet turned everyone into potential producers of information”, says Ángel Alloza, the CEO of Corporate Excellence – Centre for Reputation Leadership, and goes on to add that “in this context, organizations should be aware that it is their responsibility to manage their reputation properly, making the most of those aspects that add value and correcting those aspects that are not welcomed by the public”. This year’s report highlights the fact that Consumer Electronics, analyzed this year for the first time, is the most popular sector by references and points to the fact that these references are mostly positive. “This good result is driven by companies’ efforts to launch innovative products and services, their easy adjustment to changes, business innovations as well as the ability to communicate a good organizational structure and clear vision of the future”, says Iván Pino, Online Communications Director at LLORENTE & CUENCA, Spain and Portugal. Hotels is among those sectors that experienced most significant changes by awareness as compared to previous years. It should also be noted that Oil and Gas companies saw an important improvement in the tone of their stakeholders’ comments - largely due to the companies’ ability to communicate their progress in the way they treat their employees. In terms of the profile of those users who publish their opinions and comments on the Internet, the report shows that “public opinion” drifted from neutral position towards more critical stance. Another important trend is the proliferation of journalists’ professional profiles in different networks. Journalists are the group that generates most information, especially with respect to such subjects as growth potential, profit, the quality of products and services and customer service. The report also shows that Google retains its top positions by awareness for the third year running, which means that this network generates best awareness results for companies. Besides, the quality of these comments increased as compared to the results of 2011 and 2012. About BEO BEO is a research tool designed to evaluate the impact of online comments on corporate reputation. The model has been applied to more than 70 organizations from seven countries. BEO methodology was included into the short list of the Digital Communication Awards 2013 in the category of Digital Monitoring and Evaluation. Full text of the study.


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The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013

Published by Unai Admin

18/07/2025

The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013

The Analysis of Online Comments Report (BEO) jointly developed by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca has been nominated as one of the finalists to the Digital Communication Awards 2013 in the Digital Monitoring and Evaluation category. On September 20, theBEO will be presented before an expert jury at the Quadriga University Campus in Berlin. There is a total of 38 categories to be awarded by the Digital Communication Award 2013 and the winners will be announced on the same day. The Digital Communication Awards 2013 are the most significant awards to be given in Europe. An expert committee consisted of professors and professionals of communications will vote the best cases in this field. It is the first time that Corporate Excellence presents a project to these awards. This pioneer and innovative project has been developed jointly with LLorente & Cuenca, it analyzes the impact of online comments on corporate reputation. The analysis is made by the audiences about a company on the Internet and it offers strategic information about organizational positioning on the Internet.


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Corporate Excellence launches an app for managing intangible assets content

Published by Unai Admin

18/07/2025

Corporate Excellence launches an app for managing intangible assets content

Madrid, January 30, 2013. Corporate Excellence - Centre for Reputation Leadership has developed an app to help users to manage and share content on intangible assets. The app, for smartphones and tablets, makes easier the management of content from this think tank on reputation, brand, communications, public affairs and non-financial metrics. The app is free. The app has been named Corporate Excellence and is structured as a library. From the 1st of February, users will have access to 70 documents on strategy and 50 videos of experts explaining intangible assets issues, as well as workshops held by this think tank. The app also features an event section where the user can find activities from Corporate Excellence as well as other activities related to the management of intangible assets. Through this app, users can synchronize their starred content in various smartphones and tablets as well as on the web of Corporate Excellence. Furthermore, the app is multilingual, the user can navigate and have access to content in Spanish or English. Corporate Excellence will be available for Apple and Android devices. inShare


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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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Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Published by Unai Admin

18/07/2025

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

The pilot issue of The Analysis of Online Comments (BEO) designed for analysing comments about organisations made on the web and estimating their impact on corporate reputation is the fruit of cooperation between Corporate Excellence – Centre for Reputation Leadership and R+D Llorente & Cuenca, The Centre for Ideas, Analysis and Trends at Llorente & Cuenca. The study identifies the main opportunities and reputational risk areas for a company, sector, dimension, stakeholder or online platform. More specifically, it sets forth results of an analysis of 32,000 URLs, 15,200 references, 41 brands and 11 sectors at such online platforms as the real-time network Twitter, social network Facebook, multimedia network Youtube and hypertextual network Google. The Analysis is a biannual study aimed at in-depth investigation of numerous opinions and spontaneous comments made about a brand by its stakeholders as well as its relation with the dimensions that constitute corporate reputation in accordance with the RepTrak™ model suggested by the Reputation Institute and developed jointly with the Forum for Corporate Reputation – the model that became one of the global standards for measuring corporate reputation. According to Adolfo Corujo, Partner and Director for Online Communication at Llorente & Cuenca, the study allows an organisation to identify the trends and anticipate their reputational impact. The idea is to find a relationship between the information published on the Internet and the reputation index Reptrak Pulse in order to incorporate these insights in the company’s strategy. Ivan Pino, Director for Communication at Llorente & Cuenca believes that companies still have a long way to go in order to build dialogue with their clients and adapt their contents to the hypertextual environment. Pino goes on to say that the results of the study show that Marketing and Communication departments of companies pay a lot of attention to the social network Facebook and post audio and video content on Youtube. However, the lowest evaluation scores have been observed in the hypertextual resources: blogs, forums, websites, news portals and other web formats. The conclusion is that the variables used in The Analysis of Online Comments(awareness and recognition) enable companies to estimate their positions on the Internet. It is important because today favourable positioning in the online environment with 2,000 mn interconnected users is key for improving reputation of companies.


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Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Published by Unai Admin

18/07/2025

Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.


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Foro de Tendencias de Comunicación de Marca

Published by Unai Admin

18/07/2025

Foro de Tendencias de Comunicación de Marca

Jornada organizada por LLORENTE & CUENCA en la que colaboramos junto al Foro de Marcas Renombradas, el IE Business School y Dircom para reflexionar sobre cómo responder a la creciente preocupación de los consumidores por el rol de las empresas, la pérdida de confianza o la progresiva desconexión de consumidores y marcas.Más información







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