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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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Management of Reputational Risks: from Prevention to Creating Value

Published by Unai Admin

18/07/2025

Management of Reputational Risks: from Prevention to Creating Value

Management of Reputational Risks: from Prevention to Creating Value

In the current environment, management of business risks became a strategic issue for all companies. Today most of the organisations are incorporating reputational risks in their Enterprise Risk Management Systems (ERM). 30 experts from Spain’s largest companies were convened by Corporate Excellence for an in-depth discussion of this topic. Speakers of this high-profile event included Tomás Garicano, lecturer at the IE Business School and the Director of IE’s Corporate Governance Centre, Helena Redondo, Partner for Sustainability at Deloitte, and Alberto Andreu, Chief Reputation & Sustainability Officer of Telefónica. All speakers emphasised the importance of incorporating reputational risks in the risk systems and the need to view them as an opportunity for creating value. According to Garciano, “management of reputational risks is vital for companies. Even though most of the companies still do not account for reputational risks in their financial statements, in the next few years we’ll see this trend”. In her turn, Redondo explained that in order to achieve an integrated approach to risk management, it is recommended to follow the COSO model and emphasised that “the implementation of an efficient Risk Management system is a key tool for managing the entire organisation”. Key advantages of this approach are creating value, improvement of operating results, reputation and effective governance. A practical perspective was added by the presentation of the Telefónica Case, delivered by the Company’s Chief Reputation and Sustainability Officer. For more than a decade Telefónica has been integrating reputational risk in the Enterprise Risk Management System. According to Andreu, Telefónica implemented COSO, included the reputational risk in the global risk map of the Company and is currently trying to introduce some innovations: correlate the reputation metrics with other indicators (e.g. satisfaction of customers, employees and suppliers), which is expected to improve the Company’s capacity to anticipate and prevent risks.


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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.


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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








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Introduction to Corporate Reputation Management

Published by Unai Admin

18/07/2025

Introduction to Corporate Reputation Management

Introduction to Corporate Reputation Management

--- This course is conducted in Spanish ---

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