Yago de la Cierva: “Crises affect all companies, not just poorly managed ones”

“Crises affect all companies, not just poorly managed ones,” warned Yago de la Cierva, professor of Corporate Communications and Crisis Management at IESE Business School, during his speech at the Proa Observatory, held at Degussa’s headquarters. Professor De la Cierva gave a lecture on ‘How to ask for forgiveness after a mistake: examples of corporate apology’ and did so in a very didactic way, explaining his premise through several relatively recent cases.

He compared the crisis communication with a milk jug that breaks and shatters, “there is no way to recover the milk and the jug”, but “you can always manage the post-crisis situation.” In his opinion, what we must try to do is to prevent and know how to ask for forgiveness, “which is very difficult for us because when we ask for forgiveness we reveal our weakness and become targets for the enemy, but it is the only way to overcome a problem.”

But how can you ask for forgiveness? Professor De la Cierva made three assumptions: if I am responsible, I ask for forgiveness immediately; if I am innocent, I defend myself; if I do not know if I am responsible, I open an investigation. The reason for this is “we have a duty to protect our organization.” He also pointed out that we must bear in mind that we will be judged not according to the law, but according to ethics, “the law is one of the least important things in crisis management.”

Using real-life examples, such as the mistakes made in the Harvey Weinstein and Kevin Spacey sexual abuse cases, he recommended showing sincere and brief pain and solidarity with those who have been offended. The crisis suffered by Amazon because of the sale of two books over which it had no rights to sell served to add that, in addition to the previous advice, something must always be offered. And a Starbucks employee’s incident, that led to the unlawful arrest of two people of color at one of the store´s locations, was used as an example by Professor De la Cierva. He recommended that CEOs are the ones who face public opinion, take the lead and not only apologize, but also communicate the steps they are going to take to try to prevent similar mistakes from occurring. Furthermore this policy extends to not only the CEO, but also any employee “because no company can say it won’t happen again, all risks are never eliminated.”

One of the aspects he considered most effective in the face of a crisis is to act quickly, as L’Oreal did after hiring a young follower of the Belgian team as a model that television made famous during the World Cup in Brazil. She turned out to be an experienced hunter with an important photographic imprint on her social networks, and the French company immediately dismissed her. “With social networks, companies are naked before public opinion,” De la Cierva said.

An episode triggered by the announcement of an H&M sweatshirt with a message that in some countries outside Sweden was considered racist led De la Cierva to recommend that companies that go international should first hire people who know the local market. Secondly, they should not only briefly apologize, but also connect with the sources that they have offended, try to hit bottom as soon as possible and maintain their unity in the spokesperson’s office.

During his speech, there was also plenty of humor, similar to the humor used by the American fast food company, KFC, to quell criticism when it closed its 900 restaurants in the United Kingdom because it ran out of chicken, the main ingredient in its culinary offering. KFC saved the situation with a creative campaign in which it asked for forgiveness by laughing at itself.

Professor De la Cierva’s ‘commandments’ for success in a crisis communication can be summed up in seven principles: to manifest grief, to explain what went wrong, to acknowledge responsibility, to express regret, to communicate readiness to offer compensation, to commit to informing the public about the recovery plan and to make oneself available. Additionally, companies must be aware at all times that “it is impossible to prevent the company from having a crisis again, even if you are prudent.” Nor can we forget, the professor stressed, to have a protocol drawn up that establishes how to ask for forgiveness, “learning to do so is part of a healthy corporate culture.”

The Proa Observatories are stable discussion forums with the participation of prominent executives, politicians and professionals. They are born with the vocation of being a laboratory of ideas where a genuine dialogue is fostered to debate current business issues, as well as corporate reputation, brand and public affairs as important elements for the improvement of companies.

Among the personalities who participated in these meetings were the economist Manuel Conthe; the former Minister of Public Administration Jordi Sevilla; the former Minister of Education, Culture and Sport José Ignacio Wert; the writer and priest Pablo D´Ors; the Director of External Communication of Deloitte, Antonio Belmonte; the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besada; the High Commissioner for the Spanish Brand, Carlos Espinosa de los Monteros; the writer and journalist Pilar Urbano, and the General Director of Information and Control of Publications S.A. (OJD), Manuel Sala, among others.

The Alicia Koplowitz Foundation presents its XIII Scientific Conference at the headquarters of PROA Comunicación

Leoncio Areal, patron-secretary of the Alicia Koplowitz Foundation, and Dr. María Concepción Guisasola, scientific coordinator of the Foundation, presented the Foundation´s XIII Scientific Conference during a press conference held at the headquarters of PROA Comunicación. The conference will be held on 25 and 26 October at the Ilustre Colegio Oficial de Médicos de Madrid. In this edition the presentations and round tables will focus on ‘Mental health in adolescence (13-17 years): Healthy development, risks and opportunities’, thus closing the cycle that began two years ago, when the Foundation decided to address mental health in the different stages of the life cycle of children and adolescents.

This vital period, informed the Foundation’s scientific coordinator, is one of the most productive stages of life, “but not all development during these years is positive, especially given the increasingly digital and competitive environment in which most of our adolescents live.” Among the most common mental disorders at the time, she noted “anxiety, depression, alcohol and substance abuse, or eating disorders,” in many cases caused by the search for self-identity. Additionally, she put special emphasis on cyberbullying, a phenomenon that has appeared with technological advances and the emergence of social networks and will also be addressed in the conference. The doctor cited as an example a Microsoft report that shows that 37% of users between the ages of 8 and 17 around the world have reported being victims of cyberbullying, and 24% are authors of said cyberbullying.

He also added interesting data such as that 25% of the world’s population are adolescents, and 40% of pregnancies at this age are unwanted. In this sense, he stressed that “today’s adolescents will be the parents of the next generation and are not aware of how, for example, alcohol affects the mental health of the fetus.”

The Alicia Koplowitz Foundation has 175 scholarship holders specializing in Psychiatry, a specialty that in the European Union only Spain and Bulgaria lack. However, Dr. Guisasola hopes that by 2020 it will have been implemented into the curriculum, given that “the Ministry of Education recognized it last January.”

The XIII Scientific Conference of the Alicia Koplowitz Foundation will be inaugurated by Dr. María Concepción Guisasola, who will give a brief introductory talk on adolescence, and will include five round tables, two master conferences and a conference for scholarship holders, as well as the ceremony for the awarding of Research Project Grants, which will be given by the President of the Foundation, Ms. Alicia Koplowitz.

The first keynote lecture, late Thursday morning, the 25th, will be given by Sarah-Jayne Blakemore, Deputy Director of the UCL Institute of Cognitive Neuroscience in London, who will illustrate to attendees ‘Adolescence as a sensitive period for the social development of the brain’. It will be presented by Dr. Gisela Sugranyes, Child and Adolescent Psychiatrist at the Hospital Clinic de Barcelona.

The round tables will be attended by renowned professionals such as Dr. Susana Monereo, Dr. Javier Urra, Dr. Marta Rapado, Dr. Veronica de Miguel Luken, Dr. Rosa Calvo, Psychologist Patricia Escriva Martínez, Dr. Josep Matali, Dr. Dolores Mosquera Barral, Dr. Hilario Blasco Fontecilla, Dr. Pedro Manuel Ruiz Lázaro, Dr. Cristina de la Cuerda, Dr. Luis Beato, Dr. María Mayoral, Dr. Blanca Reneses, Dr. María de Gracia Domínguez and Josefa Aymat Molina, the president of Adaner (Asociación para la Defensa de la Atención a la Anorexia Nerviosa). They will address issues such as hormonal changes in puberty and the psychosexual aspects associated with them, risk behaviors (behavior disorders and transgressions), affective-sexual education in the 21st century (gender violence, sexuality in adolescents with Autism Spectrum Disorders), the reward system and risky behaviors (new technologies, self-injurious behaviors), eating disorders and the transition to adulthood.

The scholarship holders’ conference, which will open on the afternoon of the first day, will be given by Dr. Laia Villalta, Child and Adolescent Psychiatrist, Unit 0 to 5 years old and Functional Unit for Child Sexual Abuse Care (UFAM) at the Hospital Sant Joan de Déu de Barcelona and former scholarship holder of the Alicia Koplowitz Foundation. It will be presented by Dr. Marta Casanovas, Child and Adolescent Psychiatrist at the Hospital Sant Joan de Déu de Esplugues (Barcelona) and also a former scholarship holder at the Alicia Koplowitz Foundation, and will talk about `Emotional Dysregulation and Trauma in Adolescents’.

The meeting will conclude late on Friday morning with a keynote address by José Antonio Marina, professor and PhD in Philosophy, educator and writer, who will speak on ‘The talent of adolescents. The second golden age of learning’, after being presented by Dr. Luisa Lázaro, head of the Department of Psychiatry and Child and Youth Psychology at the Hospital Clinic de Barcelona.

“Gold is a form of money that may even deserve to be called the last means of payment”

  • The chief economist of Degussa, Thorsten Polleit, points out that low interest rates, high debt, political instability and “the safety net of central banks” are the main dangers of the European economy

Low interest rates, high debt, political instability, “without forgetting the safety net of central banks”, are the main dangers that threaten the European economy, according to Professor Thorsten Polleit, Degussa’s chief economist, company of reference in Europe in the investment gold trade. The German professor spoke yesterday morning about ‘The value proposition of gold’ at the headquarters of his company in Madrid and in the afternoon before a group of businessmen in Barcelona.

Polleit began his lecture by referring to the intervention of Warren E. Buffett at the annual meeting of shareholders of Berkshire Hathaway Inc in early May. In his introductory words, Buffett pointed out how important is the long-term vision to achieve the success of the investment and compared the performance of corporate actions (productive assets) with gold (which represents unproductive assets). 10,000 dollars invested in gold in 1942 would have appreciated only up to 400,000, according to Buffett, considerably less than an investment in shares. Statement that disagrees with the chief economist of Degussa, who believes that “we must first understand what gold is from the investor’s point of view. Gold can be classified as an asset, a commodity or money. If an investor considers that gold is an asset or a commodity, he can consider whether he should keep the yellow metal in his investment portfolio. “

The German professor points out that, when gold is seen as a form of money, Buffett’s comparison does not hold: “Each investor has to make the following decisions: (1) I have investable funds, and I have to decide how much I invest (for example, in stocks, bonds, houses, etc.) and how much I hold in liquid assets (cash). (2) Once I have decided to keep X percent in cash, I must determine which currency to choose: US dollar, euro, Japanese yen, Swiss franc, or gold money. ” On the contrary, he believes that a comparison between the purchasing power of the US dollar and the precious metal would be necessary. This exercise would show that the latter, “in sharp contrast to the American currency, not only has preserved its purchasing power in recent decades, but has even increased it.”

He explained that the international fiduciary money system is getting “into increasingly difficult waters, mainly because the level of world debt, already vertiginously high, continues to rise”, which, according to him, causes investors to be exposed to risks that have not existed in previous decades. On the contrary, he stressed that gold can help deal with the aforementioned risks. And he cited several qualities of the precious metal that have become increasingly important to investors: “it can not be devalued by the monetary policy of the central bank, it is immune to the printing of increasing amounts of money, it does not carry the risk of default or counterparty risk, while bank deposits and short-term debt securities can be destroyed by bankruptcy or debt restructuring. ” In short, “your market value can not fall to zero.”

On the other hand, he pointed out that the fiduciary money feeds an incessant expansion of the State to the detriment of civil liberties, the increase of military interventions and wars throughout the world, the economic and financial crises with their adverse effects on the living conditions of many people and, “last but not least, the socially unfair distribution of income and wealth.”

Supported by data and graphs from Thomson Financial, the question was raised about how long the recovery will last, analyzed the trend towards lower and lower interest rates and how these support the global debt burden and increase asset prices. In this regard, he warned that credit default concerns have been left aside and addressed the situation of the European currency, which considers that it is at risk of being affected by the Italian crisis, “because the ECB will do everything that have to do, even buy debt from the Italian government, which would degrade the euro. “

In addition, he noted that people also want to have liquid means in the form of money to support unforeseen events. “Money is the most liquid, most marketable good. Anyone who has money can exchange it at any time, and thus take advantage of investment opportunities that arise along the way, “he explained.

And against the risks of the banking system, he argued that gold can be seen as a form of money that may even deserve to be called “the last means of payment”. In this regard, he ruled that gold protects against devaluations and failure to pay: “Gold has proven to be the best money, has proven to be a better reserve of value than the US dollar or other fiduciary currencies.

Pilar Urbano at the Proa Observatory: “In the Nóos Case, the ethics of the Royal Household and the impartiality of Justice are under suspicion, only the judge is saved”

“Having the last word does not mean having the truth,” said Pilar Urbano, presenting her book ‘La Pieza 25’, key to understanding the ins and outs of the ‘Nóos case’, but with a certain irony she recommended “not reading the last three pages to avoid falling in melancholy. These are the pages dedicated to the sentence of the magistrates of the Audiencia of Palma, which acquits Infanta Cristina. Urbano started his lecture on ‘State Plot to Save the Infanta’, the central axis of his last book, at the Proa Observatory of Communication, held at Degussa’s headquarters.

For almost an hour, he explored the details of how the work was conceived and how he obtained the enormous amount of information with which he wrote the book. Thus, he said that he spoke with the judges who investigate or have investigated the most mediatic cases of recent years, but in private. None wanted to publish anything, “until I meet with Judge Castro”, José Castro, instructor of the ‘Nóos case’. He acknowledged that he had the aim of addressing him when the case was closed “and he felt free to speak”. After a hundred hours of conversation with the instructor, another 40 hours were added to the anti-corruption prosecutor of Palma, Pedro Horrach and those who were with the UDEF police (Economic and Fiscal Crime Unit) who carried out the searches, tributary agents, defenders , prosecutors, private attorneys and the State. An investigation to which he dedicated three years.

Pilar Urbano was narrating, before an expectant audience and surprised in many moments, how the operation to save Cristina de Borbón is “a plot that originates in the Headquarters of the State” and has its origin in a meeting called by King Juan Carlos in Zarzuela, attended by the then Head of the House of the King, Rafael Spottorno; the President of the Government, Mariano Rajoy; the Minister of Justice, Alberto Ruiz-Gallardón; the State Attorney General, Eduardo Torres-Dulce, “and a very important sixth person that I will not name, and who was only a hearing witness”. Hence, according to Urbano, the slogan that “in no way the Infanta can sit as imputed”.

Who carried out the “dirty work”, in the words of the veteran journalist, was the prosecutor Horrach: “I believe that it does it by hierarchical obedience, because it is something that the Fiscal Statute establishes: it fulfills orders that must keep secret”. Otherwise, it is difficult to understand this radical change, from accuser to champion defender, in a person who “has been a mastiff, a relentless persecutor of corruption until that moment”. She revealed that she has the “five pages” in which Horrach writes the ‘operation to save the Infanta’, “whose first point was ‘to shut up Zarzuela and the Government’ …”. “I showed them to Horrach and he recognized that, in effect, that strategic road map to save the Infanta had been written by him on his computer.”

Urbano points to the year 2012 as the turning point in the case. At that time, he explains, Manos Limpias asks for the imputation of Cristina de Borbón, but the judge says he has no reasonable grounds to do so. A short time later, he begins to receive boxes of documents, invoices, emails from the defender of Diego Torres, the former partner of Iñaki Urdangarin. From there, a battery of records is practiced and statements are received from more than three hundred witnesses, and Judge Castro finds between 14 and 20 elements to impute to the Infanta, and warns the accusers of the Prosecutor Horrach and the lawyer of the State in the Balearic Community, Mariángeles Berrocal. The prosecutor opposes, after ‘consultation trip’ to Madrid.

The case becomes, following the narrative of Pilar Urbano, in a kind of thriller in which, in addition to officials of the Ministry of Justice and the Tax Agency or ’emissaries’ of the King’s trust, CNI agents intervene “well corbatados “, hackers that supposedly make disappear the answers of Cristina de Borbón to the mails of her husband …

The speaker also made it very clear that Iñaki Urdangarin had not been received nor would he have obtained so much money from public institutions, nor such substantial counselor positions in private companies, without using the title of his wife, and therefore his membership of the Royal Household. “If Urdangarin pulled the trigger, the smoking revolver was her,” she said, after mentioning the entire sequence of irregularities committed both in the Nóos Institute and the Aizoon company. The explanation that the author of ‘The piece 25’ has for an Infanta of Spain to accept this is “love, she is very, very much in love; he has a very strong self-esteem and she gives him what he wants: a play-station of economic power “.

The acquittal of the Infanta in the case is, for Urbano, “the miracle of Santa Samantha Romero (the magistrate of the Provincial Court of the Balearic Islands who presided over the court that judged the ‘Nóos case’), since, in her opinion, the Infanta entered accused and was acquitted without having dismantled “not a single charge”. As a result, they have also freed Ana Tejeiro, the wife of Diego Torres, “that she left traces,” according to the summary. And all this, seasoned with invitations to prevaricate Judge Castro on the part of the prosecutor Horrach (recorded by the latter!), Or to meet secretly with the defender Miguel Roca, whom Judge Castro did not agree to. “The ethics of the Royal Household and the impartiality of justice are under suspicion, in the Nóos Case. Only the judge is saved, “concluded the speaker.

The Proa Observatories are stable discussion forums that include the participation of prominent executives, politicians and professionals. They are born with the vocation to be a laboratory of ideas where a genuine dialogue is encouraged to discuss current business issues, as well as corporate reputation, brand and public issues as important elements for the improvement of companies.

Among the personalities that have participated in these meetings include the economist Manuel Conthe; the former Minister of Public Administration Jordi Sevilla; the former Minister of Education, Culture and Sport José Ignacio Wert; the writer and priest Pablo D’Ors; the Director of External Communication of Deloitte, Antonio Belmonte; the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besada, and the High Commissioner for the Spain Brand, Carlos Espinosa de los Monteros, among others.

Proa Comunicación organizes a survey on physical gold with Professor Thorsten Polleit, Chief Economist of Degussa

Next Monday June 4 will take place at the headquarters of Degussa (C / Velázquez, 2), the conference: ‘The value proposition of gold’, presented by Professor Thorsten Polleit, Chief Economist of Degussa, will make a presentation at the It will explain how and why invest in physical gold to diversify the investment portfolio.This event will be organized by Proa Comunicación. Read more

Ben Kendall highlights the importance of corporate storytelling at the Proa Communication Observatories

Last Thursday, April 26, a new edition of the Observatorio Proa de la Comunicación was held, which was presented by Ben Kendall (CEO of Warren Films): ‘The storytelling in corporate management’. “Storytelling is prevailing in the business environment in response to the fact that we live in the economy of attention and meaning. That is, we have created a world that constantly emits messages that we can not assume in its entirety. We only stay with those who bring meaning to our lives. Therefore, get the attention of our interlocutors is a treasure to conquer by those who want to get their messages and proposals of value, “he said. Read more

Pilar Urbano will participate in the Proa Observatory of Communication: “State plot to save the Infanta.”

Next Thursday, May 24 at 9:00 a.m. in the Degussa headquarters (c / Velazquez 2), a new edition of the Proa Observatory of Communication will be held. On this occasion, Pilar Urbano will intervene with her dissertation: ‘State Plot to Save the Infanta’, the core of her latest book, ‘La pieza 25’. Read more

Proa Comunicación organizes the first FaqFraud meeting at the ISDE headquarters

FaqFraud, a non-profit initiative that constitutes a line of help to stop fraud in the ecosystem of digital advertising, held on Thursday, April 26, the I FaqFraud Meeting in the new headquarters in Madrid of ISDE Law Business School. The event, organized by Proa Comunicación, featured four presentations and a round table that addressed the theme of the day: “fraud in digital advertising.” FaqFraud, a pioneering project in Spain, has the collaboration of LiniCom, Xaxis, Rubicon Project, Adobe Advertising Cloud, CMVocento, IAS, Zeotap, ISDE Law Business School, Nugg.ad, AMNET, Tap Tap and Sunmedia by Fibonad. Read more

The Luca de Tena Foundation renews the portal of the Laboratory to deepen trends and journalistic training

The Journalism Laboratory of the Luca de Tena Foundation starts a new stage. After having closed several national and international agreements to share training resources and jointly promote events, efforts are now directed towards the web, which has been completely redesigned and a broad content plan has been created so that www.laboratoriodeperiodismo.org becomes the reference on the evolution of journalism in Spain and in Spanish-speaking countries.

The Journalism Laboratory will publish relevant information on three major areas on a daily basis: firstly, audience development, both specifically in terms of contents, as well as mobile strategies, social networks, innovation, etc .; Secondly, the development of a business model, with information on advertising, content payment strategy, and business diversification; and the third pillar is the formative one.

Journalism Laboratory will try to help journalists and media to know and develop the necessary skills to face the challenges posed by the new society. Both in the case of hearing or business development, as well as in the training section, the information will be completed with success stories that are being carried out at this time.

Interviews, weekly newsletter, webinars … In addition to this daily information, the Journalism Laboratory will also publish interviews with people who are at the head of newsrooms or sections, lead projects or have something to say in the digital transformation of journalism, both active in the profession, as from the academic perspective.

There will also be a weekly newsletter with interesting information on the reinvention of journalism and current news. The aim of the Journalism Laboratory is also that the newsletter becomes, little by little, a reference for all those people linked to the world of journalism.

In addition, once a month, the Journalism Laboratory will offer live a free access webinar under registration, in which aspects of interest of any of the three main pillars on which the Journalism Laboratory focuses will be addressed. Some of the webinars that will be offered will address, for example, issues such as Seo for journalists, how do we measure journalistic quality with Google Analytics ?, cases of success of payments for content, etc.

According to the director of the Journalism Laboratory, José Suárez de Lezo, this new initiative is “one more step in the Luca de Tena Foundation’s effort to try to help journalists in the most pressing needs for the profession: specialized information, research, training and updating of knowledge “.

The Luca de Tena Foundation has signed agreements with reference institutions such as NiemanLab, of Harvard University, Tow Knight Center, of the University of the City of New York (CUNY), the University of Boston and the Engagement Lab of Emerson College. the translation and dissemination of relevant content on new journalistic trends and the possibility of enabling courses and specialized programs for students and journalists.

In Spain, the Foundation has also closed agreements with the CEU-San Pablo Journalism faculty and the Rectors Conference, and works hand in hand with institutions and reference companies to continue enabling new ways of collaboration.

The development of the web and the elaboration of the contents and webinars have been entrusted to Next Idea Media. The founder and director of Next Idea Media and Medialab Press Spain, Lluís Cucarella, who also assumes the functions of editorial director of the Journalism Laboratory, indicates that “Journalism Laboratory comes to fill an important gap in the information landscape in Spanish. There are other international reference websites on innovation in journalism or digital transformation of journalism, such as Poynter, or NiemanLab, but there is a lack of space in Spanish not attached to private companies, but linked to a Foundation, which allows journalists and the newspaper industry to general information about success strategies of any kind. When from Next Idea we advise newspapers and managers, one of the recurring questions is where they can be informed daily of the latest trends. Journalism Lab also come to cover that important gap “.

Juan Antonio Samaranch reviews the Olympic news in ‘Objetivo Tokio’

Proa Comunicación has managed the last interview of the vice president of the International Olympic Committee (IOC) Juan Antonio Samaranch, who has participated in the program of the channels Teledeporte and Canal 24 Horas ‘Objetivo Tokio’, a weekly chapter of ten minutes dedicated to sports competitions annuals with the participation of the athletes who received a scholarship in the ADO Plan, their preparation, rivals, medal options and the technical aspects of the sports discipline.

Samaranch has analyzed in this program the main novelties of the next Olympic Games of 2020 to be held in Tokyo, the importance of intelligence and technology in the Olympic system, the different tools used in the fight against doping, or the memory to the Olympic Games of Barcelona 92 ‘.