A new roadmap for the future Global PR & Communication Model 2021 goes mainstream across the world. Published by Unai Admin 18/07/2025 A new roadmap for the future Global PR & Communication Model 2021 goes mainstream across the world.After over two years of intense research led by Dr. Ángel Alloza and Dr. Clara Fontán at Corporate Excellence, Centre for Reputation Leadership (Spain), the model was created with the collaborative and participatory contributions of a network of 1,400 professionals in 47 countries, this consensus-based approach makes it possible for the model to have worldwide and cross-cultural validity. Since it was released, it has received widespread global critical acclaim.The model defines the roadmap and building blocks of the PR and Communications functions that contribute to the creation of differentiation, reputation, trust and social legitimacy for organisations. The model consolidates the Stockholm Accords and the Melbourne Mandate, and also integrates the Global Alliance Capability FrameworkTo date, the model has been shared and presented to over 35,000 public relations and communication practitioners, academics, CEO’s and students across the world including Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Colombia, Ecuador, Guatemala, France, Germany, India, Indonesia, Ireland, Italy, Kenya, Malaysia, New Zealand, Mexico, Nigeria, Philippines, Peru, Poland, Portugal, Rumania, Singapore, South Africa, Spain, Thailand, the UK, and the USA.All the contents of the model are Open access: More than 1.000 downloads of the Full Report More than 2,200 views of the full video. 300 views of the videos on “Ethics the cornerstone of the model” and “Putting the model into practice” 4 000 visits to the site https://www.prcommsmodel.com/The Model is being translated into 11 different languages with the collaborative support of GA´s network and will be available: Bahasa Indonesian, Italian, Japanese, Korean, Chinese/Mandarin, Polish, Romanian, Spanish, Tagalog, Thai, and Turkish.If your organisation would like to host a free private members only presentation by Dr. Ángel Alloza and Dr. Clara Fontán, please contact them: info@corporateexcellence.org or CAO Mateus Furlanetto cao@globalalliancepr.org.More information about the GPRCM: https://www.prcommsmodel.com Categories Alineamiento y cultura corporativa Comunicación Comunicación Interna Corporate Excellence Propósito & Valores Noticias Comunicación Externa Tags comunicación reputación legitimación social relaciones públicas communication model global alliance visibility 34 thumb_up_alt 0
Global Alliance launches, The 2021 Global PR & Communication Model Published by Unai Admin 18/07/2025 Global Alliance launches, The 2021 Global PR & Communication Model A new roadmap for enhancing the role of PR and Corporate Communication Structure the PR & Comm job around five strategic building blocks A practical guide for achieving the most relevant outcomes for operating in every market in the 21st century: differentiation, reputation, trust with stakeholders. With the collaborative and participatory efforts of a network of 1,400 professionals on 5 different regions Global Alliance for Public Relations and Communication Management and Corporate Excellence – Centre for Reputation Leadership has unveiled today The Global PR and Communication Model, a new way to guide the job or PR and Communication professionals all over the world.The Model is structured around five strategic Building Blocks that generate and protect value in today’s world: corporate purpose, brand and corporate culture, reputation and reputational risks, communications and connected intelligence and intangible asset metrics. These Building Blocks enable organizations to achieve the differentiation, engagement, advocacy, trust and social legitimacy that they now require in order to maintain their license to operate.“With the collaborative and participatory efforts of a network of 1,400 professionals on five different regions, this has been a global consensus-based research on the present and future of the role and value of public relations and communications management. The core of our professions strength is our ability to build relationships, that connect us everywhere around the world” said Justin Green, President of Global Alliance. “The world is in a period of complete transformation because of the new intangible economy, and we needed a new direction by taking reputation and intangible assets as its focus” stated Ángel Alloza, CEO Corporate Excellence and Academic Research Director of Global Alliance. According to Alloza, who led the project, the research and the report, together with Clara Fontán and the great team at Corporate Excellence, “the Model emerges as a practical roadmap to help organisations and professionals achieve their most important and relevant outcomes for operating in every market in the 21st century: to achieve lasting differentiation, build a solid reputation, and consolidate trust with stakeholders, which means at the end of the day broadening your licence to operate”.“Developing this model, which is an evolution of the Melbourne Mandate, the Global Alliance is serving its mission: to create global standards to elevate our profession”, stated José Manuel Velasco, Immediate Past Chair and leader of the steering committee of the project. “The Model looks at the future of our function providing strong reasons to deserve a position in the executive committee of any kind of organizations”, added.The Model also consolidates the Stockholm Accords (2010) and the Melbourne Mandate (2012) and integrates the Global Capability Framework developed in partnership with Huddersfield University in 2018.The Model aims to enable organisations and professionals worldwide to improve their leadership and business decision-making process while promoting a real and authentic connection with their stakeholders for the post-COVID-19 world.The project today unveiled has the support of LLYC, the leading PR company in Spain and Latin America. LLYC “strive to improve the world around us, firmly believing honest, intelligent, innovative and efficient communications foster confidence and understanding among people, companies and institutions—in other words, the foundations of economic and social progress. In this way, we contribute to solving many of the challenges of our times”. The full report and executive summary of the Global PR and Communication Model can be found here: https://www.prcommsmodel.com/Developed by Global Alliance in partnership with Corporate Excellence – Centre for Reputation Leadership, as knowledge partner, a leading research, knowledge and training non-profit organisation specialised in the management and measurement of intangible assets, and with the sponsor contribution of LLYC, a global communications and public affairs consulting firm, this model defines the roadmap and building blocks of the functions of PR and Communications that contributes to the creation of differentiation, reputation, trust and social legitimacy. Categories Alineamiento y cultura corporativa Valoración de los intangibles Estrategia Comunicación Sostenibilidad & Responsabilidad Social Empleados Corporate Excellence Propósito & Valores Stakeholder engagement Liderazgo Ética Riesgo Reputacional Gobierno Corporativo Chief Communications Officer Innovación Noticias Diplomacia Corporativa Comunicación Externa Marca Corporativa Tags intangibles propósito covid-19 public relations the global pr & communication model communicacion modelo internacional global corporate communication www.prcommsmodel.com visibility 22 thumb_up_alt 0
More than 60 partners shape the Corporate Excellence network Published by Unai Admin 18/07/2025 More than 60 partners shape the Corporate Excellence networkCorporate Excellence bases its way forward on one of its biggest treasures: sharing and learning through the collaboration between public and private sector and also between companies, and thanks to the partnership with academic institutions Madrid, July 28, 2015. The companies belonging to this think thank are all willing to lead by excellence; they have understood that 80 per cent of their total value, on which their success and future depends, lies in its intangible assets and resources. Corporate Excellence bases its journey on sharing and learning from each other thanks to the collaboration between public and private sector and also between companies, as well as to partnerships with academic institutions. It is such a unique and exceptional opportunity to be able to learn from the success and mistakes of other initiatives held by important leaders in the field. Most recent alliances include: Accsos, Asociación de Comunicación Política (ACOP), C4E Comunicación for Effectiveness, Canvas Estrategias Sostenibles, Enterprises et Médias - Association des directeurs de communication, Foro de Marcas Renombradas Españolas,Instituto de Ingeniería del Conocimiento, Instituto de Intangibles, ISDI, Political Intelligence, Thinking Heads, Unviersidad Autónoma de Barcelona, Universidad del País Vasco, Universidad Internacional de Cataluña, Universidad Pontificia Comillas, Villafañe & Asociados, Universidad Loyola Andalucía More than 60 institutions comprise already this network: universities, business schools and consultancies that are a benchmark in the field of intangible assets. Under a framework of a collaboration agreement, these institutions and Corporate Excellence jointly boost interesting initiatives; disclose trends, events and important information and promote training and research in the field of intangible assets. Corporate Excellence – Centre for Reputation Leadership companies share a dream: "that organizations help improve our society through the excellent management of their intangible assets". Integrated management of key intangible assets such as reputation, brand, communication or public issues is one of the biggest opportunities for companies to create and protect value. inShare Categories Alineamiento y cultura corporativa Marca Tags colaboración inter-empresarial colaboración público-privada alianzas visibility 8 thumb_up_alt 0
Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory Board Published by Unai Admin 18/07/2025 Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory BoardMadrid, May 7, 2014. Helping companies around the world to achieve excellence in the management of intangible assets, this is the dream of Corporate Excellence. Corporate Excellence - Centre for Reputation Leaderhiso is a unique organization, aiming to generate applied knowledge by six activity areas: Reputation, Brand, Communication, Public Affairs, Metrics and Education. The foundation draws on the coopetition model, which brings together direct competitors to share experience and make progress together. It is a business initiative, but its success is the fruit of alliance with partners, who represent both academic and professional domains. The working method based on cooperation and alliances allowed us to develop a unique experience, invaluable for generating knowledge and applied innovation. Corporate Excellence, together with its allies and partners, designs new studies, models and management tools aiming to help organizations excel and shares all this information with the professional and academic communities. Recently, Corporate Excellence has welcomed new members to its Advisory Board: Macarena Estévez , CEO and Founder of Conento, a mathematician and expert in non-financial indicators and their incorporation into balanced scorecards; Enrique Carreras, Lecturer at the Faculty of Economics, CEU San Pablo University, a research scientist and one of the co-authors of Corporate Reputation; Juan Benavides, Professor at the Complutense University of Madrid, Founder of the Academic Forum for Research in Communication and a renowned expert in corporate communication; and Roger Bolton, Chairman of the Arthur W. Page Society, and a professor in corporate communication. Corporate Excellence would like to acknowledge the work of all its allies, and especially of its Advisory Board and its new members. Corporate Excellence would be impossible without their support. Next week Roger Bolton will be visiting Corporate Excellence as a speaker within the framework of the Meetings with the Advisory Board Series, held at Corporate Excellence office. Find out more. inShare Categories Alineamiento y cultura corporativa Marca Innovación Tags nuevas incorporaciones consejo asesor aliados corporate excellence visibility 8 thumb_up_alt 0
International Conference on Corporate Reputation: The Reputation Journey Published by Unai Admin 18/07/2025 International Conference on Corporate Reputation: The Reputation JourneyMadrid, April 17, 2013. The Annual Conference on Corporate Reputation held every year by Reputation Institute will take place in Barcelona. It is the 17thConference, already an international event that has become established among the activities on intangible assets management, particularly on the field of Reputation. It will be held in June 5-7. With the name, The Reputation Journey, the topics of this year are related to organizational change that companies are carrying out to conclude successfully the reputation journey and therefore, fully incorporate reputation management on the the definition of its corporate strategy. Reputation Institute Conference is the annual global meeting for practitioners and academia interested in reputation management and knowledge. In 2012, participation of Corporate Excellence associated companies was a total success; 25% of the communications and cases were Spanish companies related. This year, Corporate Excellence is the platinum sponsor of the Conference. More than a hundred of speakers from the main companies and universities around the world have already confirmed their participation in Barcelona. The final program will be available in the coming weeks. Categories Alineamiento y cultura corporativa Valoración de los intangibles Estrategia Reputación & Riesgos Reputacionales Tags the reputation journey reputation institute conferencia anual internacional de reputación corporativa reputación corporativa visibility 9 thumb_up_alt 0
Corporate Excellence launches an app for managing intangible assets content Published by Unai Admin 18/07/2025 Corporate Excellence launches an app for managing intangible assets contentMadrid, January 30, 2013. Corporate Excellence - Centre for Reputation Leadership has developed an app to help users to manage and share content on intangible assets. The app, for smartphones and tablets, makes easier the management of content from this think tank on reputation, brand, communications, public affairs and non-financial metrics. The app is free. The app has been named Corporate Excellence and is structured as a library. From the 1st of February, users will have access to 70 documents on strategy and 50 videos of experts explaining intangible assets issues, as well as workshops held by this think tank. The app also features an event section where the user can find activities from Corporate Excellence as well as other activities related to the management of intangible assets. Through this app, users can synchronize their starred content in various smartphones and tablets as well as on the web of Corporate Excellence. Furthermore, the app is multilingual, the user can navigate and have access to content in Spanish or English. Corporate Excellence will be available for Apple and Android devices. inShare Categories Alineamiento y cultura corporativa Marca Consumidores Digitalización Innovación Tags smartphones tablets biblioteca corporate excellence app visibility 6 thumb_up_alt 0
Iberdrola assumes presidency of Corporate Excellence Published by Unai Admin 18/07/2025 Iberdrola assumes presidency of Corporate ExcellenceMadrid, January 10, 2013. This morning, Iberdrola has been chosen by unanimity by Corporate Excellence - Centre for Reputation Leadership Board of Trustees -BBVA, Iberdrola, La Caixa, Repsol, Santander and Telefónica- to chair the Foundation during the period 2013-2015. In the Board of Trustees, Iberdrola is represented by José Luis González-Besada Valdés, Communications Director at Iberdrola. González-Besada, 53-year-old, native of Ponteceso (La Coruña), holds a degree in Communications from the Complutense University of Madrid. He is specialized in economic and financial journalism, and worked as head of the Economy section, Deputy Director and Assistant Director at the Spanish newspaper ABC for twenty years. New faces María Luisa Navas, Communications Director at Telefónica, has joined the Board of Trustees, replacing Luis Abril. Ignacio Moliner, Communications and Brand Director at BBVA has replaced Gregorio Panadero. The Board of Trustees has expressed "appreciation for the great work done by Luis Abril at the Foundation, helping to develop and implement a better corporate reputation among enterprises.” The Board of Trustees has also expressed appreciation for Gregorio Panadero's work at the Foundation since it was created. Categories Alineamiento y cultura corporativa Marca Indicadores no financieros Propósito & Valores Liderazgo Gobierno Corporativo Tags incorporaciones patronato iberdrola presidencia corporate excellence visibility 11 thumb_up_alt 0
CE4reputation Alumni Network Started Published by Unai Admin 18/07/2025 CE4reputation Alumni Network StartedThe Alumni.CE4reputation project was launched on Monday, October 8. Alumni.CE4reputation is a professional network for alumni of the training programs driven by Corporate Excellence and previously by the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. This network has been created to take advantage of the professional opportunities offered by the new economy of intangibles and to support professionals who were trained by us through networking and shared knowledge. So far, more than 100 professionals in the field have attended our programs, Corporate Excellence has a long experience in teaching and more important, it has a consolidated space where this network is perfectly developed. Corporate Excellence have driven the following training programs; Executive Program in Management and Analysis of Intangibles along with the Spanish School of Industrial Organization (EOI), Reputational Risks Program driven together with the IE Business School, and The Global CCO Program developed with ESADE Business School in collaboration with Georgetown University and Columbia University, of which the first edition has already started. At the opening ceremony it was announced that in January 2013, every member of the network will have access to a private community where they will be able to contact other professionals of the field and will have access to more than 500 documents about intangible management. In this way, Corporate Excellence becomes the best scenario to continue the course started about brand training, corporate reputation and intangibles. The event was held at the EOI centre. We were lucky to be part of the first activity of the network: a conference on "how to overcome the gap between R & D and market" by Eusebi Nomen, one of the professors for the Executive Program in Management and Analysis of Intangibles, which this year celebrates its 5th edition and will begin on October 26. Find more information on our blog. Here the contents of the Alumni Project launch. Categories Alineamiento y cultura corporativa Marca Bienestar y Engagement Tags foro de reputación corporativa red alumni ce4reputation economía de los intangibles programas de formación visibility 6 thumb_up_alt 0
Expert Groups Are Formed by Corporate Excellence Published by Unai Admin 18/07/2025 Expert Groups Are Formed by Corporate Excellence23/11/2011 Expert groups have been formed to deepen research supported by Corporate Excellence and promote participation and knowledge sharing. A working group has been set up for each activity line: reputation, brand, communication, public affairs, metrics and training. The work of these expert groups is organised according to the sections of the Programme of Activities: Reputation: Reputational Risk, Reputation Online, Country Reputation, Role and Functions of the Chief Reputation Officer. Brand: Product Brand/Corporate Brand, Brand Engagement, Brand and Innovation, Financial Evaluation of the Brand Communication: Future of the Communication Media, Innovation and Communication, New Formats, New Content, Social Networks, Internal Communication Public Affairs: Identification and Management of Relevant Issues, Management of Stakeholders, CSR as a Driver of the Reputation Metrics: RepTrak, Managerial Team for Intangibles, Long-Term Indicators, Methodology for Measuring Intangibles. Categories Alineamiento y cultura corporativa Marca Co-creación Tags grupos de expertos investigación intercambio de conocimiento visibility 16 thumb_up_alt 0