Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model Published by Unai Admin 18/07/2025 Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication ModelMadrid, May 14, 2014. Today it was hold at Corporate Excellence headquarters a meeting with the Advisory Board: Roger Bolton. Mr Bolton is a member the President of the Arthur W. Page Society, one of the largest international associations of communications and public relations directors, which brings together major North American companies, all of them included in Fortune 500. In his capacity as a member of the Advisory Council, Roger shared with the event’s participants some interesting ideas about the Association and the way that North American organizations develop. The mission of Arthur W. Page Society is to strengthen the leadership of Chief Communications Officers (CCOs), providing a dynamic learning environment based on the highest professional standards that lead to improved understanding, practice and education experience in the area of corporate communication. Corporate Excellence fully supports the goal of strengthening the position of Chief Communications Officers and promoting integrated management of intangibles in organizations. That’s why Corporate Excellence signed a Cooperation Agreement with Arthur W. Page Society, aiming to encourage promotion of the New Communication Model (Building Belief) in the academic and professional communities. The basis of the New Model is presented in a report published by Arthur W. Page Society in 2012: Building Belief. The report suggests a new communication model for organizations based on defining a unique identity, able to differentiate a company and generate shared beliefs and associations in the company’s stakeholders. Corporate Excellence agrees with the principles set out in the report, and jointly with the Forum for Research in Communication, which unites public and private Universities from Spain and Latin America, established an inter-University platform, which brings together more than 70 scholars who will test the Arthur W. Page Society’s model on the academic and practical levels and promote it in all Spanish-speaking countries. The research team will test the Building Belief Model’s effectiveness on the institutional, corporate, online levels as well as the levels of NPOs, small and medium businesses and Universities. During today’s meeting, Roger Bolton talked about the first steps of putting the New Communication Model into practice – an insight based on a qualitative research which involved 25 companies included in Fortune 50 and aimed to find out how companies define, activate and align their corporate values with the organization’s overall strategy. Roger noted that the research explores the role of corporate values in defining and strengthening the identity of an organization as well as the leaders involved in this process. He also revealed that organizations that took part in the research follow an 8-stages’ process of defining, strengthening, implementing and aligning their corporate values with the company’s overall strategy: • Stage 1. Most of the interviewed organizations report being involved in the process of revising and defining their values. • Stage 2. Organizations do not change their values without a preliminary analysis of their position. The level of defining or redefining varies significantly in different organizations. • Stage 3. Although the process of redefining values varies among companies, CEOs and Board members are usually involved in the process. Besides, on many occasions, an important role is played by employees and key stakeholders. • Stage 4. Corporate values “activate” corporate culture in organizations. And communication is the key element of this process. • Stage 5. Apart from communication, many organizations use other methods to implement their values and differentiate themselves. • Stage 6. The level of alignment achieved by organizations varies significantly. However, all companies agree that alignment of corporate behaviours and activities with the organization’s beliefs is the key to success. • Stage 7. Although companies note that it is difficult to measure the financial impact in this area, most of them have internal and external measurement tools in place, helping to determine the level of alignment with corporate values. • Stage 8. Aligning values is a process that requires a high degree of cooperation and engagement on the part of Board members. Categories Marca Propósito & Valores Chief Communications Officer Tags arthur w page society encuentro consejo asesor alianza building belief cco may corporate excellence advisory board bolton president of the arthur w society north american fortune visibility 6 thumb_up_alt 0
Innovations in Communication: Building Beliefs Published by Unai Admin 18/07/2025 Innovations in Communication: Building BeliefsMadrid, 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 Categories Marca Comunicación Interna Comunicación política Co-creación Comunicación Externa Tags jornada de innovación en comunicación compartir creencias foro de investigación en comunicación identidad corporativa arthur w page society building belief april beliefs project corporate excellence forum research communication conference visibility 4 thumb_up_alt 0