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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: 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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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

Conference




19/05/2020

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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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The Global Alliance Public Relations and Communication Model Research survey goes live

Published by Unai Admin

18/07/2025

The Global Alliance Public Relations and Communication Model Research survey goes live

Global Alliance for Public Relations & Communication Management works across continents shaping the future of communication profession and helping practitioners to deal with the main challenges they face in their organizations and demonstrating the value and positive impact of communications and intangible assets. To further advance this goal, Global Alliance is developing, in collaboration with Corporate Excellence – Centre for Reputation Leadership, a leading research, knowledge and training center specialized in the management and measurement of intangible assets such as reputation, communications, brand, public relations, public affairs, social intelligence and corporate governance, a new roadmap for enhancing the role of PR and Corporate Communication and be agreed in a collaborative, deliberative and consensual process in a large-scale research project with GA members and other relevant professionals. We encourage you to participate in this survey as a powerful way of contributing to define together the future of our profession. In appreciation of your collaboration, we will share with you an executive summary of the report that will be launched at the World Public Relations Forum 2020, which will be celebrated in Auckland, New Zealand, on October 12 to 15. Please notice the survey will be available until April 30. To participate in this survey, please click on the link below: http://gacomsmodel.mystrikingly.com/


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Corporate Excellence, new member of the Global Alliance board

Published by Unai Admin

18/07/2025

Corporate Excellence, new member of the Global Alliance board

The Global Alliance for Public Relations and Communication Management's 17th Annual General Meeting was held on Saturday 6 April in São Paulo, Brazil. The Chairman José Manuel Velasco presented and hosted the selection of the members that will form the board of the association the next two years.The incoming board includes leading professionals, academics and industry association leaders as Ángel Alloza Losana, CEO of Corporate Excellence - Centre for Reputation Leadership. Below the complete list of the selected members for the board 2019-21:Main Board Members President: Justin Green, PRII - Public Relations Institute of Ireland Inmediate Past- President: José Manuel Velasco, Dircom - Communication Directors Treasurer: Joe Truncale, PRSA – Public Relations Society of America Secretary: Fiona Cassidy, PRINZ - Public Relations Institute of New Zealand Delegate-at-Large (Academic/ Research): Ángel Alloza, Corporate Excellence - Centre for Reputation LeadershipDelegates-at-Large Alastair McCapra, CIPR - Chartered Institute of Public Relations Sarah Hanel, CPRS - Canadian Public Relations Society Hamilton dos Santos, ABERJE - Brazilian Association for Business Communication Prita Kemal Gani, APRN - Asean Public Relations Network Paula Portugal Mendes, APCE - Portuguese Association of Corporate CommunicationsDelegate: Jane Gitau, APRA – African Public Relations AssociationRegional Delegates-at-Large North- America: Dr. Marcia DiStaso, UFL - University of Florida Latin America: Dr. Amybel Sánchez de Walther, USMP – San Martin de Porres University Asia: Candy Hernandez, LSPR – London School of Public Relations Africa: Dr. Rotimi Oladele, NIPR – Nigerian Institute of Public Relations India-Middle East: Amith Prabhu, The Promise FoundationThe role of Corporate Excellence - Centre for Reputation Leadership in the Global Alliance will stand out for leading the project "The Global Communication Model" in which we will advance, as their knowledge partners, towards the identification of the keys of the new corporate communication model, updating and revitalizing The Melbourne Mandate:In 2012, the traditional communication model did not respond to the challenges of the new digital era. That is why The Global Alliance for Public Relations and Communication Management adopted The Melbourne Mandate, a research-based vision of the communicative organization and the emerging role and value of public relations and communication management. While The Melbourne Mandate remains both relevant and aspirational, the increasing value of intangible assets in companies and the consolidation of the “reputation economy”, create a need and opportunity to review and renew it, with a holistic view to making it a durable, sustainable and global consensus-based expression of what is the future of communication and intangible assets management."The Global Communication Model" will be presented in 2020 at the World Public Relation Forum to be held in Auckland, New Zealand. Meanwhile, you can check more information about the Global Alliance Annual General Meeting by clicking here.


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Approaching The Future 2019

Published by Unai Admin

25/07/2025

Approaching The Future 2019





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Global Intangible Value Exceeds US$50 Trillion for the First Time

Published by Unai Admin

18/07/2025

Global Intangible Value Exceeds US$50 Trillion for the First Time

Global intangible value has surpassed US$50 trillion for the first time in history, reaching US$57.3 trillion at the beginning of the current financial year, according to the latest Brand Finance Global Intangible Finance Tracker (GIFT™). This constitutes 52% of the overall enterprise value of all publicly traded companies worldwide, which now amounts to an equally record-breaking US$109.3 trillion, exceeding the US$100 trillion mark also for the first time. Worryingly, however, 76% of the world’s intangible value – US$43.7 trillion – remains unaccounted for on balance sheets. At US$35.0 trillion last year, undisclosed intangible value has grown by a whopping 25% year on year – five times faster than the value of disclosed intangible assets (up 5%) – and outpacing by far the overall global enterprise value growth (up 18%). The past year has also seen a decline in the granularity of intangible asset reporting as the gap between disclosed intangible assets – accounted for in detail on balance sheets – and goodwill has widened dramatically. Goodwill is a premium paid over the fair value of assets in the event of a company being purchased and is sometimes used as a shortcut to avoid performing a more granular valuation of intangibles. Companies now list a stunning US$2.3 trillion more goodwill than disclosed intangible assets, compared to US$1.8 trillion last year. David Haigh, CEO of Brand Finance, commented: “Insufficient reporting of intangible assets leads to a host of problems for analysts, investors, boards, and stakeholders. With little information on particular assets, analysts’ assessments are not as accurate, forcing investors to act with one eye closed. This, in turn, has negative effects on share price volatility, affecting the stability and sustainability of finance. Equally, the lack of granular information on the true value of assets leaves boards and shareholders prone to hostile takeovers or selling and licencing individual assets below competitive prices.” Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “In Spain, intangibles account for 36% of total business value with slightly over 40% undisclosed ¡ (15% of the total). This is less than the global average and partly shows that the dominant sectors in Spain tend to be more dependent on tangible assets. Given the value of all publicly listed Spanish companies has not yet reached its pre-crisis peaks, it seems evident that better managing intangible assets –in particular tech and marketing IP – will help Spanish companies grow faster in the new digital economy.” Ángel Alloza, CEO of Corporate Excellence- Centre for Reputation Leadership, commented: “Year after year we see an increase in the presence of intangible resources as opposed to tangibles when we talk of an organization’s total value, as this study clearly indicates”. Also claims that “organizations have become aware of the importance of managing these resources due to the fact that, among other things, they need to be part of a society that is increasingly demanding and concerned about its future. Citizens and consumers expect businesses to hold an active part in the world they live in and to make a positive impact in it”. For the general manager of this think tank “an organization’s value will depend on its support of adequate management of their intangible resources”. Intangible assets (such as brands, relationships, know-how) make up a greater proportion of the total value of many businesses than tangible assets (such as plant, machinery, and real estate). However, current financial reporting rules allow intangible asset disclosure only during M&A activity, resulting in no knowledge of the worth and business importance of intangibles unless they are subject to an acquisition. David Haigh, CEO of Brand Finance, commented: “A commitment to undertake an annual revaluation of all company assets, including tangible assets, acquired intangibles, and intangibles generated internally, would be a boon for boards, accountants, investors, and analysts. Newly-gained transparency and clarity would enable boards to make more effective use of their assets, accountants to have a more detailed picture of asset values, and investors and analysts to more accurately price shares.” According to Brand Finance’s survey of financial analysts, conducted in 2016, the majority backs this demand for an annual revaluation of all intangible assets (73%), including the full disclosure not only of acquired intangibles (79%) but of all internally generated ones too (68%). The problem is best highlighted by the stark disparity between the list of the world’s top 100 most intangible companies and an equivalent list ranked by disclosed – as opposed to total – intangible value. Amazon (with intangibles worth US$827 billion), taking over as the most intangible company in the world, as well as last year’s leader Apple (US$648 billion) do not even make the list of top 100 companies by disclosed intangible value. Their intangible value remains undisclosed at 98% and 99% respectively. The Internet & Software sector, where Amazon is joined by other digital giants such as Alphabet and Alibaba, has a very high percentage of enterprise value attributable to intangibles overall (87%), placing it just behind the Cosmetics (90%) and Aerospace (90%) industries. It also has the second-highest absolute intangible value among all sectors of the economy, at US$6.8 trillion, behind only Banking’s US$8.5 trillion. Despite this exposure to intangible value, Internet & Software is among those sectors which account for a very low value of their intangibles, reporting just 9.1% in goodwill and disclosed assets. About Brand Finance GIFT™ The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets, considering 58,000 publicly quoted companies (with a total value of over US$100 trillion) across 179 jurisdictions. In its analysis, the Brand Finance GIFT™ 2018 report provides detailed insight into intangible value reporting by company, sector, and country. Consult the report document for graphs, executive commentary, and opinion pieces by our experts. Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671. Data compiled for Brand Finance reports are provided for the benefit of the media and are not to be used for any commercial or technical purpose without written permission from Brand Finance. See the full Brand Finance GIFT™ 2018 report here


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Más empresas deberían usar métricas avanzadas para analizar el valor de sus acciones

Published by Unai Admin

18/07/2025

Más empresas deberían usar métricas avanzadas para analizar el valor de sus acciones

Madrid, 19 de abril de 2018. En una economía cada vez más digitalizada, crece la importancia estratégica de intangibles como la marca, la reputación o la comunicación, que llegan a representar en torno al 50 % del valor total de una organización (por término medio, agregando todos los sectores de actividad y todos los países), y alcanzan el 80 % en ámbitos como los gigantes de Internet.En ese entorno, contar con métricas que definan el alcance de la actividad de comunicación resulta cada vez más relevante para empresas e instituciones, como se ha puesto de manifiesto en el encuentro «Making Measurement Matter! La importancia de la medición en las áreas de comunicación corporativa», organizado por la Asociación Internacional para la Medición y Evaluación de la Comunicación (AMEC, por sus siglas en inglés), con la colaboración de Acceso, Corporate Excellence – Centre for Reputation Leadership y la Asociación de Directivos de Comunicación – Dircom.Sin embargo, Richard Bagnall, presidente de AMEC, ha recordado durante su intervención que el 80 % de las organizaciones aún miden, básicamente, solo el AVE (valor publicitario equivalente, por sus siglas en inglés) que logran con sus acciones, un rango insuficiente para analizar el comportamiento real de las marcas con sus grupos de interés. Apenas el 20 % de las empresas utilizan métricas avanzadas para extraer insights y tomar decisiones estratégicas.La ciencia de los datos lidera el ranking de preocupaciones de los directivosAquellas organizaciones que apuestan por la integración de sistemas de medición en sus procesos de toma de decisiones obtienen mejores resultados, como ha expuesto Sergi Guillot, CEO de Acceso, compañía de referencia en inteligencia de medios y consumidores. Guillot ha explicado también que los ciudadanos forman hoy en día el «gran stakeholder» y las marcas han de ser capaces de entender qué valores mueven a la ciudadanía. «Las organizaciones tienen que aprender a escuchar y dialogar, y no centrarse tanto en difundir sino en lograr relevancia. Además, sólo con objetivos bien definidos será posible analizar qué acciones logran engagement y su impacto en el negocio», ha resumido el CEO de Acceso.Entre los principales retos que se presentan a los departamentos de comunicación en este terreno emergen la transformación digital y la necesidad de ser capaces de gestionar en tiempo real datos relevantes de forma masiva (smart data). Íñigo Roy, responsable de Inteligencia y Métricas de CaixaBank, José Carlos Martínez, Communication Intelligence & Reputation Analyctics Manager de Iberdrola, y Elena Surdu, responsable de Eficiencia Operativa en la Dirección de Comunicación de Cepsa, han hecho hincapié en la importancia de desarrollar modelos de medición consensuados e indicadores no financieros que complementen a los indicadores tradicionales. Tal y como ha asegurado Barry Leggetter, director de AMEC, «lo que no se mide, no se puede gestionar».Por su parte, Sebastián Cebrián, director general de la Asociación de Directivos de Comunicación, Dircom, ha profundizado en la idea de que los responsables de comunicación necesitan métricas para poner en valor la importancia estratégica de su función para la consecución de los objetivos de las propias empresas.El encuentro, celebrado en la sede de Corporate Excellence – Centre for Reputation Leadership, ha reunido a una veintena de profesionales de Comunicación, que han coincidido en la importancia de contar con estándares internacionales para evaluar la eficiencia de la comunicación y su impacto en el negocio. También han señalado otros retos para el sector, como la complejidad de analizar la información relevante dentro del big data disponible, pudiendo anticipar tendencias; y la definición clara de objetivos, a partir de un mejor conocimiento de las audiencias, para comunicar con mayor precisión y aumentar el ROI (return on investment).En cuanto al big data, solo el 20% de los responsables de los departamentos de Comunicación lo entienden y utilizan en su actividad, según datos del estudio European Communication Monitor. La dificultad de manejar el enorme volumen de información digital es el segundo desafío más importante para los Dircom, según el estudio, tras la necesidad de alinear la comunicación con la estrategia de negocio de sus organizaciones.Según Ángel Alloza, CEO de Corporate Excellence – Centre for Reputation Leadership, la medición de la comunicación, así como de otros intangibles como la marca y la reputación, es esencial para tomar decisiones mejor informadas y aportar valor a la estrategia global de toda organización. Para Alloza, los profesionales de la comunicación deben reflexionar más allá de la medición de su actividad, y generar indicadores y modelos para conocer la contribución real de las áreas de intangibles a la cuenta de resultados de la empresa. De hecho, la necesidad de crear estándares internacionales y modelos de referencia en gestión de intangibles es una de las líneas de actividad de este think tank.Global Summit 2018Durante la jornada, Bagnall ha profundizado en la Global Summit de métricas que AMEC organiza en Barcelona del 12 al 14 de junio, bajo el título «Measurement and the Three i’s: Insights, Innovation and Integration driving the future». Se trata de la tercera vez que se selecciona a España para este congreso de referencia internacional.La Global Summit es el mayor encuentro mundial sobre medición de la comunicación, que reunirá a más de 300 expertos internacionales en esta área de conocimiento. La cumbre servirá para conocer los casos de éxito más disruptivos en el terreno de la medición de la comunicación en todo el mundo como elemento clave en el desarrollo de estrategias de comunicación. En el mismo presentarán casos de buenas prácticas algunas empresas españolas como CEPSA, Iberdrola o CaixaBank.Acceso es la anfitriona de esta cumbre anual (Headline Sponsor) y la fundación Corporate Excellence – Centre for Reputation Leadership participa como aliada estratégica en la organización del evento (Special Global Summit Partner). Además, la cumbre mundial cuenta con el apoyo de la Asociación de Directivos de Comunicación, Dircom y de Fundacom, la fundación para el impulso de la comunicación en español y portugués en el mundo y que cuenta con una red iberoamericana de las principales asociaciones de Directivos de Comunicación.Latam Measurement CensusPara comprender la importancia de las métricas y la medición en Latinoamérica, AMEC ha diseñado con el apoyo de Corporate Excellence – Centre for Reputation Leadership una investigación internacional dirigida a los profesionales de la comunicación y los asuntos públicos en esta región. La encuesta global, llamada LATAM Measurement Census 2018, ha sido lanzada con motivo de esta jornada y sus resultados serán analizados por un equipo de investigación independiente y presentados en la Cumbre Mundial de Métricas de Barcelona.El director de AMEC ha asegurado que estos datos permitirán tener una «foto» sobre el estado de madurez del desarrollo de indicadores y modelos de medición en Latinoamérica.Sobre AMECAMEC (Asociación internacional para la medición y evaluación de la comunicación) es la mayor organización profesional para la investigación en comunicación e inteligencia mediática. Ofrece consejo experto a los profesionales de la comunicación y las relaciones públicas. En la actualidad, AMEC cuenta con más de 150 miembros en más de 80 países. Sobre Acceso Acceso analiza la voz de medios y consumidores en España y América Latina. Ofrece a sus clientes soluciones avanzadas basadas en la escucha y el análisis de los contenidos en medios y redes sociales generando insigths relevantes en materia de comunicación y relaciones públicas. La compañía está presente en seis países: Colombia, España, Estados Unidos, México, Panamá y Chile. Acceso, Antevenio y Digilant forman parte de ispDigital, una organización de servicios de marketing que conecta marcas y consumidores en puntos de contacto potenciales durante todo el proceso de compra utilizando tecnología y análisis de datos para medir, seguir y optimizar estas interacciones para minimizar los costes y maximizar el engagement. Sobre Asociación de Directivos de Comunicación - DircomDircom es una asociación profesional que agrupa a los directivos y a los profesionales de la comunicación de las empresas, instituciones y consultora. Formada por más de 1.000 socios en la actualidad, cuenta con ocho delegaciones territoriales: Dircom Aragón, Dircom Canarias, Dircom Castilla y León, Dircom Catalunya, Dircom Galicia, Dircom Comunitat Valenciana y Región Murcia, Dircom Norte y Dircom Andalucía. Dircom tiene como visión poner en valor la función de la comunicación y del director de Comunicación en las organizaciones de tal forma que dicha competencia y sus responsables sean considerados como un área y un directivo estratégicos. Sobre Corporate Excellence – Centre for Reputation LeadershipCorporate Excellence – Centre for Reputation Leadership es una fundación sin ánimo de lucro creada por grandes empresas para profesionalizar la gestión estratégica de los intangibles clave como son la reputación, la marca, la comunicación, los asuntos públicos, la sostenibilidad, la responsabilidad corporativa, el gobierno corporativo y el talento, entre otros. Forman parte de este think tank 19 importantes empresas del sector público y privado: BBVA, CaixaBank, Gas Natural Fenosa, Iberdrola, Santander y Telefónica (como patronos), y Abertis, Bankinter, Cemex, Cepsa, Danone, DKV Seguros Médicos, El Corte Inglés, Gestamp, Ibercaja, MAPFRE, Quirón Salud, Suez Water Spain y Grupo Volkswagen España (como empresas colaboradoras). Entre todas suman más de un millón seiscientos mil empleados, 200 millones de clientes, trabajan en 100 países y representan en torno al 50 % del valor del IBEX 35.


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Research on Corporate Reputation - Craig Carroll

Published by Unai Admin

18/07/2025

Research on Corporate Reputation - Craig Carroll

Research on Corporate Reputation - Craig Carroll

Masterclass on Corporate Reputation organized by Corporate Excellence - Centre for Reputation Leadership where Craig Carroll (Professor, NYU) explains us the importance of reputation management.




17/02/2018

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Research on Corporate Reputation - Craig Carroll

Published by Unai Admin

18/07/2025

Research on Corporate Reputation - Craig Carroll

Research on Corporate Reputation - Craig Carroll

Craig Carroll talks us about Corporate Reputation. Here you can find an interview, a streaming and a document where you can learn the main ideas.

Masterclass


10/02/2018

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Cees van Riel presents the main points of the study Why people love art museums?

Published by Unai Admin

17/07/2025







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Why people love art museums?

Published by Unai Admin

18/07/2025

Why people love art museums?

Why people love art museums?

Cees Van Riel, professor of the Rotterdam School of Management, Erasmus University (RSM), present the study Why People Love Art Museums? Museums have higher reputations than companies. This is the main outcome of this study. The results are: the Louvre has the highest reputation worldwide. The Van Gogh Museum and Rijksmuseum follow in the second and third places, which puts them among the top in the world. In the study, it also became clear exactly what it is that makes museums so highly regarded. Van Riel thinks that businesses could learn from this.

Conference



06/02/2018

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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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The Impact of digital and social media on reputation management

Published by Unai Admin

17/07/2025





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Businesses guided by values are more successful and have a greater social impact

Published by Unai Admin

17/07/2025

Businesses guided by values are more successful and have a greater social impact





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