FILTROS

close
More recently Oldest date Relevance
search
arrow_drop_down
99 results

Achieving a good reputation based on coherence between internal values and external experiences

Published by Unai Admin

17/07/2025

Achieving a good reputation based on coherence between internal values and external experiences





Categories

Tags

You Are What You Communicate - Anne Gregory

Published by Unai Admin

18/07/2025

You Are What You Communicate - Anne Gregory

You Are What You Communicate - Anne Gregory

Masterclass on Corporate Communication by Anne Gregory. She has been Professor of Corporate Communication at the University of Huddersfield since September 2014 and has led numerous specialist research and consultancy programmes for public and private sector clients. She is part of the Global Alliance of Public Relations and Communication Management which is the confederation of the professional bodies worldwide and is being used by them to benchmark capability in the profession internationally.




17/09/2015

Categories

Tags

Sustainability as a Driver for Brand Value Creation

Published by Unai Admin

18/07/2025

Sustainability as a Driver for Brand Value Creation

Sustainability as a Driver for Brand Value Creation

Workshop «Sustainability as a driver for brand value» held in March 2014 jointly Between-Us. Bodegas Torres Business Case is presented at the workshop as a best pratice. Bodegas Torres is a Spanish wine factory created in 1870 by two brothers, Jaime and Miguel Torres. Since 1870, five generations of the Torres family were able to make a place among the wine world. Bodegas Torres case tells how this small family business has introduced the sustainability perspective inside the business strategy and over time, it has turned into an empire, retaining its prestigious reputation and the exceptional quality of its products. Interview with Jan der Kaaij, Managing Partner Between-Us, at the Workshop "Sustainability as a Driver for Brand Value" held in March 2014. Jan der Kaaij explains us the importance of sustainability to engage and align stakeholders with the global strategy.

Workshop



08/10/2014

Categories

Tags

Searching for sustainble solutions for the crisis, purpose of the 21st Conferece Eben-Spain

Published by Unai Admin

18/07/2025

Searching for sustainble solutions for the crisis, purpose of the 21st Conferece Eben-Spain

Searching for sustainble solutions for the crisis, purpose of the 21st Conferece Eben-Spain

Madrid, May 16, 2013. More than one hundred experts from around the world will meet in the 21st Conference Eben-Spain on June 19-20th. Building trust: ethic institutions and proposals for sustainable companies.The Conference has been consolidated has a reference point in the field; this edition seeks to find practical solutions for the current crisis: “In a crucial moment as the one we are going through, it is more important than ever to join visions and strength to re-build the trust that crisis has taken away. We need sustainability and ethics to be an important element for companies’ strategy and from the academic institutions we need to provide with pragmatic answers to the crisis” stated José Luis Fernández, Director at the Cátedra de Ética Económica y Empresarial at the Comillas University, and who is responsible for the Conference organization.Some of the participants of the 21st Conference Eben-Spain are: Steve Young, Global Director of Caux Round Table; Miguel Ángel García, CSR Director at the Spanish Ministry of Employment; Juan José Almagro, DIRSE President; Alberto Urtiaga, Honour President at Forética; Domingo Sugranyes Bickel, President at Fondazione Centesimus Annus-Pro Pontifice; Joan Fontrodona, President of Eben-Spain; Antonio Argandoña, Director Cátedra “la Caixa” CSR and Corporate Government; as well as professors from different universities, and Directors from sponsoring companies like Telefónica, BBVA, Ernds & Young.The Spanish Infanta, Mrs. Elena de Borbón y Grecia, will be at the The Honors Committee and the Minister of Employment and Social Security, Ms. Fátima Báñez García, both former students of Comillas University.Apart from the conferences, there will be seventy-five scholars presenting a total of thirty-five communications which will be subsequently published by the Cátedra de Ética Económica y Empresarial of the Comillas University. The Conference will take place at the Universidad Pontificia Comillas, located in Alberto Aguilera, 23 Madrid.


Categories

Tags

International Conference on Corporate Reputation: The Reputation Journey

Published by Unai Admin

18/07/2025

International Conference on Corporate Reputation: The Reputation Journey

International Conference on Corporate Reputation: The Reputation Journey

Madrid, April 17, 2013. The Annual Conference on Corporate Reputation held every year by Reputation Institute will take place in Barcelona. It is the 17thConference, already an international event that has become established among the activities on intangible assets management, particularly on the field of Reputation. It will be held in June 5-7. With the name, The Reputation Journey, the topics of this year are related to organizational change that companies are carrying out to conclude successfully the reputation journey and therefore, fully incorporate reputation management on the the definition of its corporate strategy. Reputation Institute Conference is the annual global meeting for practitioners and academia interested in reputation management and knowledge. In 2012, participation of Corporate Excellence associated companies was a total success; 25% of the communications and cases were Spanish companies related. This year, Corporate Excellence is the platinum sponsor of the Conference. More than a hundred of speakers from the main companies and universities around the world have already confirmed their participation in Barcelona. The final program will be available in the coming weeks.


Categories

Tags

Driving the Management of Intangible Assets

Published by Unai Admin

18/07/2025

Driving the Management of Intangible Assets

Driving the Management of Intangible Assets

Since Corporate Excellence - Centre for Reputation Leadership was created, we have achieved what we marked. 2012 has been a year in which a large number of projects and new initiatives have been implemented, all of them related to the six activity areas in Corporte Excellence: Reputation, Brand, Communications, Metrics, Public Affairs and Training. Now that the time for accounting has arrived, we are proud of our results. Along 2012, Corporate Excellence has conducted 36 activities for its members; from workshops, best practices meeting and training activities. All our activities have been very well received by professionals of this field. We have reached a participation average of 21 participants per activity, we have 87.8% of satisfaction, and 97% of recommendation by our participants. Throughout this exercise, Corporate Excellence has partnered with 43 organizations from both, public and private sector, and has participated in 17 business and academic conferences. Regarding the production and distribution of information and data about intangible assets management, we have prepared 70 documents, including research, case studies, articles and insights and 72 videos including top-level interviews among the highest qualified professionals of the field. In addition, this year we have reached 2604 subscriptions to our newsletter and we expect to keep growing in the intangible assets community in the years to come. In just over a year, Corporate Excellence has become an important worldwide model helping companies to navigate in the new economic cycle called "reputation economy". With this confidence, we are looking forward to keep working to face new and future challenges and take advantages of the opportunities that will come.


Categories

Tags

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.


Categories

Tags

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”.


Categories

Tags

Corporate Excellence & LID Editorial set up corporate reputation management library

Published by Unai Admin

18/07/2025

Corporate Excellence & LID Editorial set up corporate reputation management library

Corporate Excellence & LID Editorial set up corporate reputation management library

Madrid, April 19, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have set up their new Corporate Excellence Library “to help firms and professionals create strong brands with good reputations, capable of competing in global markets”. The Corporate Excellence Library seeks to become a benchmark for Spanish-language publications on the management of key intangibles such as brand, reputation and corporate communication. Its publications will initially be distributed in Spain, Latin America and the USA, and will also be available in e-book format through the main online sales platforms. The first volume in the Library is to be Alinear para Ganar, which deals with managing influence and stakeholder groups. This is the Spanish-language version of The Alignment Factor by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. In the words of LID editor César Piernavieja, “this library is a clear example because from this very first volume it is to offer the world of business the tools that it needs to strengthen its operations and become more competitive in an uncertain environment”. Corporate Excellence - Centre for Reputation Leadership is a think tank supported by major global companies with the remit of professionalising corporate reputation management as a strategic resource for guiding and building up business value throughout the world. LID Editorial was founded by Marcelino Elosúa in 1993. It is currently one of the leading business and management publishing houses in the Spanish language, and has a strong presence in both Spain and Latin America.


Categories

Tags

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Published by Unai Admin

18/07/2025

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Integration of non-financial indicators in scorecards and trying to understand the impact that this step may have on the business model in terms of strategic decision-making is the topic that was discussed today during the workshop titled Integration of Non-Financial Indicators in the Balanced Scorecard. According to the members of Corporate Excellence, financial indicators point to the results achieved in the past, while non-financial indicators (such as the reputation, the brand, customer satisfaction and commitment to the employees) may be indicative of the amount of wealth that will be generated in future. This was the starting point of the meeting, which attempted to combine theory and practice by developing non-financial indicators that could complement the financial ones and be included in the balanced scorecards of companies. Led by Enrique Carreras, Professor of the CEU – San Pablo University, participants reviewed the “reputation” construct and methods that are acceptable from the academic perspective for reputation management. These academically approved methods include RepTrak Pulse, praised for its simplicity and the capacity to involve different stakeholders in the measurement of reputation. In her turn, Macarena Estevez, the Director of the marketing consulting firm Conento, presented an in-depth overview of the characteristics, peculiarities and indicators of balanced scorecards. Balanced scorecards facilitate the decision-making process and control in companies. Conento’s Director emphasised the complexity of this business tool and noted that success depends on involving all divisions of the organisation in development and application of the balanced scorecard. The BBVA Case The practical perspective this time was contributed by BBVA. Maria Such, responsible for BBVA’s reputation and brand positioning, presented a project that was initiated by her company to integrate non-financial indicators (reputation, brand and experience, in this case). For two years the financial institution tried to demonstrate the impact of intangibles on its business model. Such concluded that there is a direct relationship between growth of non-financial indicators and business growth. According to Maria Such, this tool allows the reputation and brand department to identify the main drivers of value growth that affect the strategic decision-making process. Thus, BBVA is setting an example that may be followed by other members of Corporate Excellence that are just starting to work in this direction.


Categories

Tags

In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

Published by Unai Admin

18/07/2025

In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

During the meeting, Anthony Parslow, Executive Director for Corporate Strategy and Global Development of the Corporate Executive Board (CEB), reviewed best corporate practices available today in the area of managing reputational risks in the environment where stakeholders play a decisive role. Participants of the workshop had an opportunity to analyse how reputational risks can be integrated into the corporate risk management strategy. As was rightfully noted by the Corporate Executive Board, all risks have a potential impact on the reputation. That’s why managers responsible for management of intangibles need to identify and face those risks that can be defined as purely reputational, while management of operational, financial and other risks should be left to directors of respective business divisions. Topics discussed during the Reputational Risk Management workshop included risk maps, prioritisation of the stakeholders’ role, identification, monitoring, etc. Participants also analysed practical cases of such companies as BBVA, Monsanto, Diageo and Cadbury.


Categories

Tags

Global Alliance Board Meeting & PRSA’s 2019 International Conference

Published by Unai Admin

18/07/2025

Global Alliance Board Meeting & PRSA’s 2019 International Conference

The Global Alliance for Public Relations and Communications Management is the confederation of the main associations and institutions of communications and public relations management in the world, representing 280,000 professionals and academics around the world. It is a non-profit organization based in Switzerland. The mission is to unify the public relations profession, raise professional professionals worldwide, share knowledge for the benefit of its members and be the global voice for public relations in the public interest. The Global Alliance relies on the efforts of communication professionals to address common problems with a global perspective. By partnering with regional, national and international organizations to increase professionalism in public relations and communication management, this alliance works to improve the collaborative professionalism of the industry among its constituents worldwide. If you want to know more, click on this link. On the other hand, we also celebrate the International PRSA Conference that this year is committed to the leading minds in public relations, communication and marketing. The PRSA International Conference in San Diego highlights the intersection of technology and the media, and leads the competition by providing unmatched information, strategies and tools for new trends that impact the industry, essential to your professional success. This year's Conference will expand its network with powerful connections and improve its skill set with the latest best practices. In this link we provide you with the direct link for the conference registration, together with the program to be carried out. In addition, we have more information on April 6 where the Global Alliance for Public Relations and Communications Management held its 17th annual meeting in São Paulo, Brazil and where Corporate Excellence for a member of the board of directors.







Categories

Tags

Presentación del libro: LIDERAZGO ESTRATÉGICO Y GESTIÓN DE LA COMUNICACIÓN

Published by Unai Admin

18/07/2025

Presentación del libro: LIDERAZGO ESTRATÉGICO Y GESTIÓN DE LA COMUNICACIÓN

At present, reputational risk is a strategic resource. The most complete organizational cultures with more evolved and honest leaders will apply it more easily, but even in the most dysfunctional and backward cultures you can find ways to optimize the management of reputational risk. Effective management of this risk suggests that in the near future companies will not only be able to mitigate their risks, but will transform these risks into opportunities and added value. The information circulates cosntante and is able to cause a crisis in a matter of seconds, the effective management of reputational risk has become a strategic imperative. What do we understand by risk? What is reputation? What is considered reputational risk? In this manual, different types of reputational risks are analyzed based on practical cases to answer these questions. Analyze who are the actors of reputational risk: those responsible for its management, on the one hand and those who participate in it, on the other. The work also includes a typology of strategies to manage reputational risk based on the maturity of the organization's risk management structure. In addition, it presents a list of tools that summarizes the functions and responsibilities of the key actors in reputational risk management. PROGRAM 10:00 Reception of assistants Networking coffee 10:30 Welcome Elena Gutiérrez García, Professor at the University of Navarra Ángel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership 11:00 Book presentation: Strategic Leadership and communication management Presentations in English Anne Gregory, Professor of Corporate Communication, University of Huddersfield Paul Willis, Professor of Corporate Communication, University of Huddersfield. 12:00 Dialogue: Strategic leadership in the new economy of intangibles Moderator: Ángel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership Participate: Anne Gregory, Professor of Corporate Communication, University of Huddersfield. Paul Willis, Professor of Corporate Communication, University of Huddersfield. Elena Gutiérrez García, Professor at the University of Navarra Antonio López, Honorary President, Association of Communication Managers 12:30 Book signing








Categories

Tags

Purpose-driven Organizations

Published by Unai Admin

18/07/2025



Categories

Tags

Página

of 4

arrow_drop_down