Believe in
communication again

PROA Comunicación has organised a new edition of its current affairs dialogues to bring together business leaders and executives with the Mayor of Madrid, José Luis Martínez-Almeida, who, together with political analyst Ignacio Varela, analysed the main challenges facing the city and the political and economic context in Spain....

In a context in which Spain's reputational and institutional deterioration is entering a worrying phase, we are faced with a media landscape that fosters «TV news pity». For the reader who is not familiar with the term, we are referring to an episode that usually involves the arrest of prominent figures...

The former president of Chile, Ricardo Lagos, the first left-wing leader to come to power after the Pinochet dictatorship, coined a phrase in 2011 that could be valid for any democracy, and even more so for the Spanish one these days: “Let the institutions work”. A socialist, but a democrat,...

I confess that I was moved when I heard the hymn Raise Your Eyes on the occasion of Leo XIV's apostolic journey scheduled for 6 to 12 June. Less than a month to go. This song is inspired by a quotation from the Gospel of St John (Jn 4,35) and is presented as a...

The elections in Andalusia consolidate the PP's leadership in the south and reinforce the trend of territorial strengthening of the right in the current political cycle. Juanma Moreno consolidates his majority with an electorate that rewards stability and moderation, while the PSOE continues to struggle to recover ground...

Today marks the first anniversary of Leo XIV's election as head of the Catholic Church. A few days before the first anniversary of his pontificate, the Pope imposes a sober communicative style that invites to a “disarmed and disarming peace” in the face of the polarising noise that takes control of...

PROA Comunicación has organised a new edition of its Current Affairs Dialogues with the participation of Joaquín Mouriz (BNP Paribas Personal Finance), Fernando Geijo (Prosegur) and Patricia Peiró (Takeda), which addressed the strategic role of corporate communication in a context marked by uncertainty, the need for...

In the economy of intangibles, reputation is no longer a soft asset: in Spain, for 44% of directors of listed and unlisted companies, reputation is equally or more important than traditional financial criteria. A good board reputation acts as an inverse risk premium:...

In April 2017, a passenger was forcibly ejected from a United Airlines plane. He was dragged down the aisle while other travellers filmed the scene with their mobile phones, which, today more than yesterday but less than tomorrow, constitutes in all the world's communication manuals...

Building a brand from scratch is not a question of aesthetics. It is, above all, a strategic exercise that requires rigour, time and active listening that goes far beyond the management offices. This is what Julia Montoro, director of PROA Comunicación, a strategic consultancy firm specialising in reputation, communication...

Defence, like other strategic sectors, moves today in a space where industry, innovation, public policy and social sensitivity converge and sectors in which growth does not depend solely on investing more, innovating better or gaining size. It also depends on something less tangible, but increasingly decisive: being...

In Spain there are themes that work like long-running series, new seasons are announced, some actors change and the plot remains the same, but with few twists in the script. La vivienda is probably the longest-running series of them all, long anchored in the drama genre ....