Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Propósito, Alineamiento & Marca Corporativa

Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Madrid, 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.