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Online bootcamp: Create your Own Advanced Corporate Reputation Plan

17/07/2025

--- This course is conducted in Spanish ---Reputation is a feeling of admiration, respect and trust that is generated by doing and communicating what is relevant and is aligned with the expectations of the stakeholders. It is the most important intangible: the higher the reputation, the greater the support (purchase, recommendation, investment, etc.), profitability and social license to operate.The Corporate Excellence - Center for Reputation Leadership "Create your own advanced corporate reputation plan" bootcamp will provide you with the tools and knowledge necessary to manage each of the variables that reputation includes autonomously, systematically and in a planned way.Modality: OnlineNext edition: June 2023 (pending date confirmation)*Do not hesitate to write to us wit...

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New Reputation - 2023 global communication report

Published by Unai Admin

17/07/2025

New Reputation - 2023 global communication report

A new reputation, for the new times.USC Annenberg, Center for Public Relations, shares the 2023 Global Communications report: New Reputation. Study carried out and designed to provide information on the evolution of the fglobal communication industry, through the analysis of emerging trends.The report incorporates themes explored in previous reports on social purpose and corporate activism, always in the field of reputation.

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From Governance to Purpose to the Fundamental Reshaping of Finance

Published by Unai Admin

17/07/2025

Since 2012, Larry Fink, Chairman and CEO of BlackRock – the world’s largest fund manager, overseeing $7 trillion worth of investments – has sent out an annual letter to CEOs of the companies that BlackRock invests in on behalf of its clients. In the analysis presented here, GlobeScan traces the emergence and evolution of central themes in the letters from 2012 to 2020. This helps us better understand the shifting expectations for business and the extent to which purpose, stakeholder engagement, sustainability and particularly climate change are becoming more mainstream aspects of management. Our analysis tracks the changing outlook, from the fiduciary imperative of good governance, to a societal obligation for purposeful leadership to this year’s demand for action...

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The End of Globalisation?

Published by Unai Admin

17/07/2025

For most of the past 25 years, globalisation was seen as an unstoppable force, as sure to advance as the sun rises in the east. But increasingly, it looks more vulnerable than inexorable. Causes for concern are easy to find. For instance, the last set of World Trade Organisation negotiations over further trade liberalization, the Doha Round, was a failure; Donald J. Trump has disavowed free trade agreements such as NAFTA and the Trans-Pacific Partnership (TPP); Brexit will reduce economic integration between the United Kingdom and the European Union, and possibly between the U.K. and the world; and regional opposition almost scuppered the Canada- EU Comprehensive Economic and Trade Agreement (CETA). Is the age of globalisation coming to an end?

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The future world order

Published by Unai Admin

17/07/2025

International politics for most of the past quarter century was relatively straightforward. The United States reigned supreme, with no other nation coming even close economically or militarily. Under its aegis, globalisation flourished, and conflicts were relatively confined in scope. Politics seemed to have become secondary. While globalisation is still alive, the prognosis is not favourable. In addition, China’s re-emergence means that for the first time since the end of the Cold War, the U.S. has to contend with another player in its league. China now has the world’s largest economy and its third-most capable military. If it grows much further – admittedly not a foregone conclusion – it may replace the U.S. as the world’s predominant power. What does this...

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Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Published by Unai Admin

18/07/2025

Madrid, 16 October, 2014. Today we are holding a presentation of the newly published title in the Corporate Excellence Series, Comunicación estratégica y su contribución a la reputación (Strategic Communication and Its Contribution to Reputation). This is the Spanish version of Corporate Communication, a comprehensive manual by Paul A. Argenti.Corporate Excellence Series also includes Alinear para ganar (The Alignment Factor) by Cees van Riel and Reputación Corporativa (Corporate Reputation) by Carreras, Alloza and Carreras. Today, at 7 p.m. we will start a live broadcast of the masterclass delivered by the book’s author, a renowned expert in corporate communication. Paul A....

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Innovations in Communication: Building Beliefs

Published by Unai Admin

18/07/2025

Innovations in Communication: Building Beliefs

Madrid, April 9, 2014. Building Beliefs Project and the inter-University platform, launched by Corporate Excellence jointly with the Forum for Research in Communication, was presented yesterday within the framework of the Conference on Innovations in Communication. The project draws on the theoretical framework titled Building Belief, which was translated into Spanish as Compartir Creencias (Shared Beliefs), developed by Arthur W. Page Society in 2012. The project unites more than 60 scholars who will fill the model with content both on the theoretical and practical levels by applying its findings to business practice. Corporate Excellence cooperates with Arthur W. Page Society, one of the largest associations of communications dire...

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New Communication Model, from persuasion to advocacy

Published by Unai Admin

18/07/2025

For the second year, Corporate Excellence - Centre for Reputation Leadership held a summer course about communication in the framework of the summer courses at the Complutense University of Madrid that was celebrated in San Lorenzo de El Escorial. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, were at the course “Communication and intangible assets: from persuasion to advocacy”. Students could learn about the main steps that are being taken related to communication and other intangible assets management key for organizations. Within this academic and professional framework, the New Communication Model was presented. Corporate Excellence has been working in this New Model along with The Arthur Page Soc...

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Communication and Intangible Assets: from Persuasion to Advocacy

Published by Unai Admin

18/07/2025

Communication and Intangible Assets: from Persuasion to Advocacy

Madrid, June 26, 2013. Summer Courses of the Complutense University of Madrid will be held for the 26th time in San Lorenzo de El Escorial. They are presented with a very diverse program as well as speakers. For the second year, Corporate Excellence - Centre for Reputation Leadership will hold a course on intangible assets management. The Summer Courses are sponsored by the División Global Santander Universidades. They will take place through the 1st of July and the 26th. There will be a total of 114 activities. Specifically, Corporate Excellence - Centre for Reputation Leadership will present the course “Communication and intangible assets: from persuasion to advocacy”. This specific course will take place on the 8th and 9th o...

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Communications Director in Latin-America

Published by Unai Admin

18/07/2025

Madrid, May 6, 2013. Communications Directors are becoming a key figure within organizations and society in Latin-America, their rise and development has been very different from Spain and Europe though. Last week, Joan Costa, communications expert and guru, and member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, was with us to explain how has evolved and rised the Communications Director role from the 80s in Spain and from the first years of the 21st century in Latin-America. According to the expert in communication, this role is at its peak in Latin-America. In 2001, it was funded the “Círculo de Dircoms de Argentina” (Director of Communications Argentinean Association) in Buenos Aires, it was funded following ...

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Innovations in communication: need for new ideas to engage the entire society

Published by Unai Admin

17/07/2025

Doing things differently is as important today as making things that are different from the ones produced by others. Traditional challenges in the area of communication are complemented by new challenges of the digital world and force professionals and companies to look for new creative ideas that would boost not only communication proper, but business in general. Is it possible that the ideas that worked in the pre-digital era are still viable? This document analyzes the drivers for innovations in communication at the moment, in the context of the new digital world.This document was prepared by Corporate Excellence – Centre forReputationLeadership and contains references among other sources to the statements of Ben Padfield, Chief Innovation Officer EMEA, Weber Shandwick, durin...

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Communications in the Age of Engagement: the Public Engagement

Published by Unai Admin

18/07/2025

Communications in the Age of Engagement: the Public Engagement

Robert Phillips, Edelman EMEA President and CEO, was the speaker of the workshop “Communications in the Age of Engagement” held by Corporate Excellence – Centre for Reputation Leadership. The goal of the meeting was to analyse every aspect related to the social changes and trust; examine the new behaviours that companies should adapt in order to successfully compete in the Age of Engagement, and reflect on how companies shall create new tools to prosper in this new world. After analysing results and conclusions of the Edelman Trust Barometer 2012, Phillips confirmed that our current communication is more about what we do than what we tell, therefore it should be more open, honest and frequent than ever before, evolving from traditi...

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