Entries by Proa Comunicación

Relate to excite the public, the most used strategy in 2018

Now that we´re in mid-January, we can take a few minutes to look back and analyze 2018 from an advertising point of view. Last year had left us a great legacy in terms of advertising trends. If we understand advertising, as a tool by which companies and organizations get in touch with their audiences, we […]

Dick Cheney, the last politician in the shadows

A few days ago, in the pre-release screening of Vice in Spain organized by the journalism forum Conversaciones con, Pablo Pardo, correspondent of the newspaper El Mundo in the United States, characterized the almighty Vice President Dick Cheney´s relationship with the press, noting how “Cheney decided to elude the press, did not talk to the […]

2019, the Year of Legal Innovation

Nobody denies that 2018 had been, from a legal point of view, a real revolution in matters such as personal privacy. After a year discussing the new European Data Protection Regulation, on May 25 the regulation became fully aplicable, and with it came an important change in how companies and administrations treated and exploited personal […]

Innovation and Communication, the perfect tandem

The vast majority of the professional disciplines that make up the global economy have been affected in one way or another by the emergence of the Internet and its development, progressively bursting in and transforming our day-to-day work. But if there is one profession that is especially immersed in an authentic revolution, motivated by innovation […]

Public affairs: without trust there will never be influence

The management of Public Affairs has become an indispensable part of all organizations’ strategies. In an increasingly complex context, presided over by multiple uncertainties, exponential changes and permanent disruptions caused by technological change, organizations, whatever their vision and mission, must have a powerful Public Affairs department with which to draw strategic maps in the short, […]

The “Google tax”, a short-term solution

On March 21st, 2018, the European Commission presented a package of measures relating to the taxation of the digital economy, including a proposal for a Directive introducing a tax on the provision of certain digital services (the so-called “Google tax”). In line with the proposed EU Directive, the Council of Ministers reported on Friday, October […]

Risk auditing, a profitable investment

There isn´t a day that we open the digital version of any newspaper and not encounter a reputational crisis: a company, a public institution, a cultural organization or an NGO accused of illegitimate behavior. Some of the problems they face are of a technical nature: a toxic leak, an unexpected accident, food contamination, a defective […]

Technology dominates the intangible market

The top seven companies with the largest intangible value in the world belong to the technology sector. They are Amazon, Microsoft, Apple, Alphabet (Google), Alibaba, Facebook and Tencent. This is discussed by the Global Intangible Finance Tracker (GIFT) 2018, which was presented this Tuesday by Corporate Excellence and attended by Proa Comunicación. However, these intangibles, […]

Communication, a lever for growth in private banking

One of the greatest challenges that we, financial communication professionals, face is how to help reach the business objectives of private banking entities. A challenge that, after more than 20 years managing the reputation of private banking entities, managers, brokers, and insurance companies, has proved possible to achieve. Dual Advantage Communication is used by companies […]