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  • Blog
  • 9 January 2020
  • 1 min. reading time

Brand purpose communication

Communications on brands purpose plays a role more important than ever in a company's reputation. In this matter, Pilar Larrea, former Campofrio's Communications Manager, explains the significance of this issue and what should be the company's purpose.

Pilar Larrea's Quotes

"Having a purpose is the reason for existence for a company or a brand. It must be something that intrinsically connects with your product or service and what it brings and benefits to society".

"The cause or the purpose the company chooses has to be simple and relevant. The communication of this purpose should be done constantly and creatively in a coherent and consistent manner to acquire full credibility and legitimacy".

"A Communication Manager should be able to foresee the trends and listen to their environment, he or she must pay attention to the expectations of his/her interest groups, as it is an opportunity to work with them as partners".

BCG report -- The growing demand for female digital talent

The demand for digital talent is currently very high and growing rapidly, so much so that companies are embarking on a desperate race to recruit the best talent. However, they are missing a great opportunity by not reaching women more effectively. Women make up 36% of university graduates in the...

  • Blog
  • 6 min. reading time

Communication, a valuable tool for managers and investors in Private Equity

The good times that the Private Equity (PE) sector is currently experiencing, both in Spain and at a global level, signifies an opportunity to add value for Financial Communication. Because PE is an asset with great competitive advantages: it generates constant business for managers or General Partners, high returns for...

  • Blog
  • 2 min. reading time

PROA Observatory presents: 'El Click', three personal testimonies on the importance of mental health

    The PROA Observatory has compiled in the documentary 'El Click' the testimony of professionals whose personal experience in the last two years has changed their lives. The pandemic and the post-pandemic, together with the Spanish socio-economic framework and the international context, have led to an explosion in the problems of...

  • Blog
  • 1 min. reading time

Carlos Barrera -- "Communication professionals must be transformative agents as well as ethical compasses".

Carlos Barrera is a lecturer at the Faculty of Communication of the University of Navarra (FCOM) and has a wide-ranging prestige and academic career. He is the director of the Master's Degree in Political and Corporate Communication (MCPC) at the same centre, where he also teaches the subject "Media and Public Opinion", and is a lecturer at the University...

  • Blog
  • 4 min. reading time

Dolors Marco -- When specialisation is a guarantee of security and confidence

There are areas in which one only enters if one is highly specialised in that content, or at least, one should not (financial information, for example). However, there are other subjects where one feels entitled to speak, even in public, even if they are highly sensitive topics, just for the sake of...

  • Blog
  • 2 min. reading time

The Evil of the Narcissist

Narcissistic personality disorder has some of the following traits: chameleon-like character and verbiage, and a vacuum that is plugged by the cultivation of the image. The narcissist is interested in power, -the rest does not count-, he is amoral, vain, envious, with strategic empathy, demanding of others and extraordinarily tolerant...

  • Blog
  • 3 min. reading time

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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.