Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas - Leading by reputation - Corporate Excellence
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WPRF September 2015


Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

This document explains how the current intangible economy provides a great opportunity for companies. It includes the main points discussed at the World Public Relations Forum 2014.

In every communication, it is very important to be aware of our identity as company, of our stakeholder's expectations and social issues. This is the only way to be able to make better decisions and create business projects that are sustainable in the long term and capable of value creation.

Management of intangible assets, in particular how the strategy is communicated, enables companies to influence attitudes and generate value behaviours. To do so, it is important to earn our stakeholders' trust and get their involvement by actively listening to their expectations and focusing on the values we share, on corporate authenticity, professional leadership, common standards, ethical codes and practice improvement.

Another important point of discussion was the future challenges for multinational companies and the right guidelines to manage reputation and align their communication strategy.

Afterwards, the discussion focused on new technologies and their consequences (collaborative economy, digitalization, online content creation or social business) and the importance of integrating social responsibility in the organization.

This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Daniel Tisch, former Global Alliance Chair; Anne Gregory, Chair at Global Alliance of Public Relations and Communication Management; Teresa Mañueco, Corporate Communications Executive at Cepsa; Rob Flaherty, partner and managing director at Ketchum; Natalia González-Valdés, Corporate Communication Chief at L'Oréal España; Paul Holmes, CEO at The Holmes Group; Antonin Léonard, OuiShare founder; Martina Larkin, Head of the World Economic Forum's Network of Global Agenda; Peggy Liu, Chair of JUCCCE; Luisa García, partner of Llorente & Cuenca; Marisa Toro, Corporate Diplomacy, Public Affairs and Communications at Google; Sergi Guillot, CEO of Acceso Group and AMEC chair and Juan Carlos Molleda, research professor and chair in the Department of Public Relations and director of the College of Journalism and Communications at the University of Florida during the World Public Relations Forum (WPRF) organized by the Spanish Association of Directors of Communication, Dircom, and the Global Alliance for Public Relations and Communication Management held in Madrid from the 21st to the 23rd of September, 2014.