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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".

Ángela Jordana -- "The WHO definition of health is a utopia".

"Suicidal thoughts have increased between 12.5 and 14% in young people" Ángela Jordana is a specialist in Health Literacy and Salutogenesis -a concept developed by the physician and sociologist Aaron Antonovsky in the 1970s-. Creator of the LifeCourse and MOA method, she teaches courses to individuals and organisations seeking to...

Pilates: Harmony between Mind and Body

Pilates highlights that physical health is an essential requirement for happiness. In its 10th Anniversary Videos, Proa Comunicación analyzes Pilates as a lifestyle that creates harmony between the mind and the body, elaborating as to what extent it can help improve our health and well-being.

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The beginning of regulatory constraints in the internet sphere: Facebook's content advisory board

The continuous technological progress, together with the existence of an increasingly globalised and connected world, must be accompanied by a normative regulation that establishes the limits of what is permitted and what is an infringement of rights and freedoms, as well as of institutions or bodies that are not only allowed but also...

The elections, part one

Our brains are not built for us, they come from a series of conserved adaptive successes, modules, parts, systems that come from way back in evolution, which explains why we are the way we are. What's more, the structure of our brain is common to all animals that have vertebrates.....

Roberto Ruiz Ballesteros -- What if we start by not prejudging ourselves?

In order to mitigate the damage caused by the pain of the news, it would be good to reflect on how we express our opinions on social networks, at dinners with friends or even in our own work environment. It is very difficult to recognise that one's own judgement on important things is not formed. That...

Beauty and Lifestyle Communication

Teresa de la Cierva, beauty and lifestyle journalist, explains in the newest video from Proa Comunicación how media has evolved and the role of journalists during the eruption of these new technologies. Additionally, she explains which is her preferred channel of communication.

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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.

Brand purpose communication

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More conversations, more ideas, more PROA.
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