Valvanuz Serna y Lucía CasanuevaThe partners and managing directors of PROA Comunicación, detail in an interview for Top Communication the values and attributes that differentiate this consulting firm this consulting firm specialising in reputation management of its competitors.
As both partners point out, PROA's sustained growth has been based on senior talent and excellent project implementation. In addition, it has recently strengthened its the area of public affairs and Dispute communicationand has just been launched the new Health area. All this in the context of a new year marked by uncertainty, where business leaders will bet more than ever on experienced teams and the strategic capacity of consultancy firms will be valued.
- We reproduce the text of Top Communication:
We interviewed Lucía Casanueva y Valvanuz SernaThe founding partners of PROA Comunicación, who describe the differential values and future projects of the consultancy firm they manage.
What are the main milestones in Proa's history from its birth until now?
Lucía Casanueva: The main milestone has been the progressive professionalisation of the company from 2015 until today. This year we have already been ranked 48th, among the top 100 communications consultancies in Spain, and we have experienced this as a recognition of the steps we are taking. The strengthening of the Litigation and Public Affairs areas and the launch of a Health, Pharma and Healthcare Technology area are also in line with the growth and development of our company for the immediate future.
What is your business model?
Valvanuz Serna: Our model offers strategic consultancy in corporate communication, with a differential positioning, based on senior talent and excellent project implementation. Our aim is to be a trusted partner for managers and company owners who need to outsource their communication department.
What are the main services offered by the agency to its clients?
Lucía Casanueva: At PROA We offer corporate communications, financial communications, crisis management and internal communications, and talent management. We also have an area of public affairs and litigation communication and we have just launched the new Health area, a sector in which we are sure we can add value. We are also currently developing our range of services in branding, audiovisual products, events, corporate reports... in a transversal way, all the services described have a 360º strategy, including digital.
What do you consider to be the differential advantage most appreciated by your customers??
Valvanuz Serna and Lucía Casanueva: We believe that our clients value the contribution of excellence and senior talent to projects, the ability to think strategically for them and the understanding of their business models. The average age of PROA's consultants is between 40 and 55 years old and all of them have had responsibility, both in the media and as communication directors of large companies. This contribution of experience and thought process, together with impeccable execution, is what makes the difference in every project that has the PROA brand.
What are your target sectors?
Lucía Casanueva: At the moment we believe there are interesting opportunities in the financial sector, pharmaceuticals and healthcare, and the energy sector. That said, our sectors target can be all of them, always looking for the best implementation team for each challenge.
Could you tell us about some of the main clients who trust Proa?
Valvanuz Serna: We prefer not to give specific names, out of respect for our clients. They are usually the ones who, when they see fit, talk about PROA as their partner in external relations. Generally speaking, we currently have various subsidiaries of multinationals, sectoral employers' organisations and medium-sized, family-owned national companies.
Can you tell us about a campaign or communication action that you are particularly satisfied with?
Lucía Casanueva and Valvanuz Serna: It is difficult to give specific examples, but a challenge for PROA has been the relaunch of the Vargas Llosa Chair and the Ibero-American Foundation for Freedom (FIL). Here we have provided strategic communication consultancy services, both for the Vargas Llosa Chair and for the Ibero-American Foundation for Freedom, which brings together intellectuals and leaders in the field. think tanks in the United States, Latin America and Europe, which work in defence of the principles that are the foundations of democracy, freedom and prosperity. The PROA team has given visibility to the activities carried out by these organisations in Spain and Latin America.
Another challenge with which we are satisfied is the documentary film we have made for the employers' organisation UNE, under the slogan "Shared Progress".
What challenges have you set yourselves at Proa for 2023?
Valvanuz Serna and Lucía Casanueva: We have many challenges and hopes for the coming year. Among others, we would like to highlight: the organisation of a quarterly PROA Observatory at our new headquarters in Montalbán Street. In this sense, we want to start the year with a forum dedicated to mental health, which seems to us to be one of the most relevant issues on the information agenda.
Another challenge is to increase awareness and recognition of the PROA brand throughout the country. Some of our potential clients know us, but we need to reinforce our presence and make PROA known throughout the country. top of mind of those who are looking for a reliable travel companion, a standard bearer for rigour and excellence in communication. We have also set ourselves the objective of continuing to grow by 30% per year, both through new business and growth among our current clients.
What are the main problems facing the communication sector today?
Lucía Casanueva: We are in an environment of maximum uncertainty that poses a constant change of scenarios and a lack of homogeneous criteria when it comes to establishing the fees for the provision of our professional service. The fees paid by companies for their services to communications companies are 'low', for the resources and talent we dedicate. We must demonstrate our value so that remuneration is matched to the quality of the service provided and improved.
It is clear to the people who run companies and institutions that communication is an essential factor for visibility, growth in reputation, attracting and retaining talent and customers. This requires experience and seniority from the consulting firms' side: there we find that it is difficult to surround ourselves with the best talent on the market and there is an excessive turnover of consultants. That is why at PROA we are committed to senior talent, loyal to the project.
Another challenge, rather than a problem, is learning to live with uncertainty. In medium-sized consultancies, such as PROA, we face difficulties every day, such as the departure of a client or when a team member leaves us.
Tell us about your team
Valvanuz Serna: PROA is made up of two owner-partners, Lucía and myself, and a team of 25 professionals, all of them very senior (between 40 and 55 years old), with solid professional careers and experience in managing people, clients and liaising with senior management, who provide services in the different areas of activity. The consultants have a great deal of autonomy and responsibility, and all of them have a final dialogue with the company's clients.
What changes do you see in the sector in the near future?
Lucía Casanueva: I don't really like predictions, but I think that in 2023 we will be in a year of movement in the sector and of consolidation of medium-sized communication consultancies, in the same style as PROA: senior professionals in the implementation of projects, rigour in the approach to strategies and excellence in the implementation of projects. As it is a year of great uncertainty, I believe that there will also be a lot of demand for internal communication, litigation and crisis management.
Business leaders will rely more than ever on experienced teams and the strategic capabilities of consultancies will be valued.
PROA has shown that it has been able to deal with and grow through major crises. We were born and grew in the midst of the 2008 crisis and we see 2023 as an opportunity to continue to grow our business. expertise of sailing in stormy seas.
Do you want to comment on any other topic of interest?
Lucía Casanueva and Valvanuz Serna: We are looking forward to a strong comeback the meetings of the PROA Observatory 'Beyond Communication, Reflection for Progress'.already in our new headquarters in Montalbán 3where we have a greater capacity to organise our own events and those of third parties.
The launch event that we organised last November, at which we presented the report The new business communication and marketing in times of post-pandemic, economic crisis and war'.The report, presented by José Antonio Zarzalejos, reflected our objective of going beyond communication and reflecting on the progress of society as a whole. We want to continue along these lines.
Communication consultancies can have a real and positive impact on companies and public opinion, and we believe that our obligation is to generate environments that favour reflection.