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In defence, legitimacy also counts

La defensa, como otros sectores estratégicos, se mueve hoy en un espacio donde confluyen industria, innovación, política pública y sensibilidad social

ay sectores en los que crecer no depende únicamente de invertir más, innovar mejor o ganar tamaño. Depende también de algo menos tangible, pero cada vez más determinante: ser comprendido, resultar legítimo y ocupar un lugar claro en la conversación pública. La defensa es hoy uno de los ejemplos más evidentes.

Europa ha entrado en una nueva fase. Una fase marcada por el aumento sostenido de la inversión, por la necesidad de reforzar capacidades, por la presión de ganar escala y por el peso creciente de la tecnología. España participa ya de ese movimiento, y con ello el sector adquiere mayor dinamismo, mayor centralidad institucional y también mayor exposición. Pensar, sin embargo, que este nuevo ciclo se jugará únicamente en el terreno presupuestario, industrial o tecnológico sería quedarse en una lectura incompleta.

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Source: The Debate

Lucía Casanueva -- Listening to be

PROA's managing partner, Lucía Casanueva, gives her own perspective on the concept of listening in this article published in El Diario Montañés. All of us reading this have friends who talk, and friends who listen. The former are interesting for an awkward meal....

Altran

Engineering and R&D

POSITIONING AS LEADER IN THE ENGINEERING AND R&D SECTOR...

Proa Comunicación organises the first FaqFraud meeting at ISDE headquarters

FaqFraud, a non-profit initiative that provides a helpline to stop fraud in the digital advertising ecosystem, held last Thursday 26th April the I FaqFraud Meeting at the new headquarters of ISDE Law Business School in Madrid. The event, organised by...

Manuel Sala, Director General of OJD, participates in a new PROA Comunicación Observatory

"The audit of media coverage and audience is required by advertisers, and quality content must be paid for," acknowledged Manuel Sala, general manager of Información y Control de Publicaciones S.A. (OJD), at the PROA Comunicación Observatory, held at Degussa's headquarters. "This is something that is already working in other countries,"...

Acting to Combat Climate Change is More Cost-Effective Than Inaction

Boston Consulting Group's new Center for Climate Action, in a recently published report determines that, in terms of climate change, the cost of inaction far outweighs the investment needed to combat it. Ignoring the problem comes at a very high price, estimated at a reduction in global GDP per capita...

Proa Communication's Digital Director Moderates a Roundtable on Cybersecurity and Robots

Bárbara Yuste, director of digital communication at Proa Comunicación, participated in a roundtable last Friday, November 15, about "New Professional Profiles" organised by the Spanish Digital Foundation. This roundtable was part of the Digital Employment Forum that took place at La Nave in Madrid. During the debate, Fernando Davara, president...

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Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.

In defence, legitimacy also counts

More conversations, more ideas, more PROA. Follow us on our networks.

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More conversations, more ideas, more PROA.
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