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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

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

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. Argenti, Professor of Corporate Communication at Tuck School of Business (Dartmouth), one of the top international experts both in the academic domain and strategic consulting, and a member of Corporate Excellence’s Advisory Board. The expert will deliver a masterclass for all participants of the presentation. He will also sign copies of the book and take part in the discussion and a networking cocktail which will conclude the event. Click here to watch the interview the expert gave to the Corporate Excellence team during our Global CCO course at Tuck School. The strategic function of corporate communication as well as the urge to find its right place within the organizational structure at the same level as other key corporate areas such as finance, strategy, human resource or operations, is an unstoppable trend. This is because all companies in the 21st century need to manage their intangible assets and resources in an excellent and integrated way in order to achieve success and continuity both in terms of brand and corporate reputation. The book is a practical guide designed to help organizations implement advanced communications strategies which will differentiate them from competitors and through a good reputation build strong relations with customers, employees, investors and the society in general. In order to illustrate this point, the book uses the cases of Abertis, Agbar, Banco Santander, Bankinter, BBVA, CaixaBank, Corporate Excellence - Centre for Reputation Leadership, Correos, Danone, DKV Seguros Médicos, Ferrovial, Gas Natural Fenosa, Iberdrola, MAPFRE, REPSOL and Telefónica. A great contribution of this book is its review of major Spanish companies’ success stories which allow the reader to apply the knowledge and expertise provided by Paul A. Argenti to his or her own organization. In line with our objective to share knowledge, we are offering the book’s first chapter and contents for a free download. The book’s review is also available. This and other titles are available in Corporate Excellence Series.


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Innovations in Communication: Building Beliefs

Published by Unai Admin

18/07/2025

Innovations in Communication: Building Beliefs

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 directors in the USA, to promote the new model of communication in Spanish-speaking countries, and the team of academics will help us in this endeavour. This is a unique initiative, because for the first time different Universities join forces to create synergies and work together. Research will follow 6 major lines: the model’s application on the institutional level, corporate level, in the digital context, small and medium businesses, NPOs and Universities. In a nutshell, the new model aims to create a strong and unique identity able to differentiate a company and be relevant for stakeholders, resulting in a system of shared beliefs and identification that encourage action and allow key stakeholders of an organization voluntarily share these beliefs and actively recommend products, services and the organization itself to members of their network. This means that communication is driven by stakeholders, who become true “ambassadors” of products, services and the organization. Instead of trying to persuade, this communication model aims to unleash the powerful influence of stakeholders’ favourable attitudes and behaviours towards the company. The Conference on Innovations in Communication was a great opportunity to hear coordinators of different research lines talking about the progress that has already been made. A round table discussion held by business leaders as part of the conference showed that Spanish companies do their best meet the challenge of the new informational ecosystem, where they come under permanent careful scrutiny of stakeholders. Elena Gutiérrez, Deputy Director of the Master in Political and Corporate Communication, Professor at the Navarra University and coordinator of the institutional research line, presented her project Institutions’ Relations with their Stakeholders: Analysis of Reciprocal Influence. David Alameda, Professor at the Salamanca Pontifical University and coordinator of the work group for the model’s application on the corporate level, presented the project Discourse Contexts in Formulating Intangibles. Configuration and Management of Shared Beliefs. Carlos Rey, Professor at the International University of Catalonia and Director of the Department of Leadership Management and Corporate Governance, involved in the same research line, presented his project titled Using DpM Index in the Evaluation Process, which measures employees’ alignment with the company’s mission. This measurement tool has been used by 150 companies over the last few years. The model’s application in the digital context was presented by Leopoldo Seijas from CEU San Pablo University. The round table discussion for business leaders featured three brilliant examples of defining identity in organizations: Silvia Agulló, Business Responsibility and Reputation Director at DKV Medical Insurance, talked about The Methodology of a Dialogue with Stakeholders. It is an example of dreaming about what you want to be and transforming the dream into reality through building a relationship with stakeholders. Eduardo Puig de la Bellacasa, Director for Stakeholder Engagement at Telefónica, talked about Digital Strategies for Engaging Stakeholders and highlighted the digital economy’s potential for maximizing the power of identity, enabling organizations to deliver its corporate message immediately to a large number of stakeholders. Ignacio Villoch, Responsible for Innovation Activities and Events at BBVA, presented BBVA’s Centre for Innovation and described how the bank uses this symbolic space to generate interesting content for its stakeholders based on its identity and able to trigger conversations then spread “virally” by those who associate the concept of innovation with the brand itself. >Juan Benavides, a UCM Professor who established the Forum for Research in Communication 14 years ago, and Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, hosted and moderated the conference, which for the 16th time provides platform for discussing trends and developments in the area. inShare


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New Communication Model, from persuasion to advocacy

Published by Unai Admin

18/07/2025

New Communication Model, from persuasion to advocacy

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 Society. At Corporate Excellence has adapted the report Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy, a paper developed by The Arthur Page Society, the most important American Association of Communication Directors in the United States. The report gathers a qualitative research carried out among the main partner organizations of this American Association; it has led to a proposal for a new communication model in order to understand communication managing. In the current new environment, this new model seeks to answer the challenges and needs of every organization to successfully navigate in the new digital age. The new model is proposed as a current alternative to the traditional communication model based on the massive release of one-way messages to persuade stakeholders and drive them to buy. However, the new model seeks to create a strong identity, relevant for stakeholders; it wants to generate an identification (beliefs) that draw people to action and makes key stakeholders to decide to share their beliefs about the organization and advocate for products, services and the organization itself. Therefore, this new communication model is not based on communication skills to persuade publics, but on the great power of communication to create process of influence and advocacy among attitudes and favourable behaviours of stakeholders. To multiply and get wider spread of this advocacy, relevant content generation and intense technology and social media use should turn into the most effective and efficient way to generate business, that is, the strengthen of stakeholders’ relationships and the building of strong brands and organizations with the best reputation. Corporate Excellence - Centre for Reputation Leadership is driving the building of an international and inter-academic platform in which there are already numerous professors and researchers working to make stronger this new model that will change the current perspective of corporate communication.


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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

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 of July and will bring together top level speakers. Among them José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership and Mercedes Molina Ibáñez, Director of Fundación General de la Universidad Complutense de Madrid who will open the course and welcome participants. The course counts on experienced and top level directors: Juan Benavides, Professor at the Complutense University of Madrid and Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership who will open the first session of the course with a speech on reputation “The challenge: protecting and making better corporate reputation” followed by a colloquium with the authors of the book Corporate Reputation, recently published. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, will be presenting different topics at the course. Students will learn about the importance of communications and other intangible assets for large and international companies nowadays. Find out more.


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Communications Director in Latin-America

Published by Unai Admin

18/07/2025

Communications Director in Latin-America

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 the Spanish model and several initiatives and programs have been carried out focusing on Communications Directors activities. Furthermore, in 2004 it was created the Latin-American Communications Director network, bringing together 15 Spanish and Portuguese Speakers countries on the role of Communications Director. This does not exist in Spain nor Europe. Moreover, since 2008 there is a Master Program for training future Communications Managers and Directors. Every Latin-American country but Venezuela and Brazil –although Brazil will join the network soon- is connected somehow to the Master Program that is led by Joan Costa in America. Joan Costa also talked about the needed skills for Communications Director. He stressed that Communications Directors have to become the internal strategic consultant for the C-Suite, he should be the reputation guard and a key figure when making decisions. Joan Costa also emphasized that public institutions and governments are very interested in topics related to Communications Director and how several successful cases have been based on the Dircom model.


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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

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 traditional Public Relations to Public Engagement. This is explained in depth in this video: Public Engagement According to Robert Phillips, “increasing levels of peer-to-peer trust, the rise of citizen networks, as well as the evidence of the increasing trust in traditional hierarchies, are the facts that prove there are tensions and polarities in our society. However, from this base, we can create an energy and impulse to recover trust, revaluate values and change old practices in communications to the ones of the Age of Engagement. The engineer of this change is perhaps the most important challenge that communications professionals are currently facing”. “The Age of Engagement demands a new approach of the operating models, as well as an approach based in social values where “doing what is right” can last. However, the change will bring inevitable challenges –a social world organized in networks cannot move into a redundant and operative structure-. The evident conflicts between the political structure and the economical resolution, as an evidence of the financial crisis in Europe, require a review of how we cooperate and which should be our motivations” added the President and CEO of Edelman in Europe, who concluded: “Companies have to put into practice an authentic transparency and they should show real responsibility. Operating models that are flexible enough should be implemented in order to adapt to the different speeds and technological changes”. If you want to read more about our workshop, please visit our corporative blog.


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