News

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

Communicating brand purpose

Communicating brand purpose adds more than ever to a company's reputation. In this context, Pilar LarreaThe director of communication in mass consumption, explains why it is important and what the purpose of companies should be like in an interview with Jaime Lobera, marketing and communication consultant.

Quotes from Pilar Larrea

"Purpose is the reason for the existence of a company or a brand. It should be something that intrinsically connects to your product or service and what it brings and benefits to society".

"The cause, the purpose that the company chooses has to be simple, relevant and creatively communicated and repeated in a coherent and consistent manner over time to acquire full credibility and legitimacy".

"The Dircom today, in addition to anticipating trends and listening to the environment, must be attentive to the expectations of its stakeholders. This is the opportunity to work with stakeholders as allies".

Alfonso Vara -- "A citizenry disinterested in the news is unprotected from manipulation and polarisation".

Alfonso Vara Miguel is a professor of Journalism at the Faculty of Communication (FCOM) of the University of Navarra, where he teaches Economics and Economic Journalism, as well as accounting and finance in the Master in Corporate Reputation (MERC). He is also a member of the Center for Internet Studies and Digital...

  • Analysis, Blog
  • 4 min. reading time

The economic and social consequences of the pandemic: facing a calculable recession (I)

Ramón Tamames, Professor of Economic Structure, Jean Monnet Chair of the European Union and member of the Royal Academy of Moral and Political Sciences, sets out his vision of the effects of the coronavirus on world economies, in a series of three articles which we summarise below for the Blog de...

  • Blog
  • 3 min. reading time

José Antonio R. Piedrabuena -- The global problem of having politicians

They create a distrustful and disoriented society that does not know where the truth is because polarization and psychopathic deception have been cultivated and used as their crutch and support. Situated in negligence, authoritarianism or in an ideology that could not be developed within a consensus, a unity, a common...

  • Blog
  • 3 min. reading time

José Antonio R. Piedrabuena -- Interview with Beatriz Aranda, PhD in Natural Sciences

Dr. José Antonio Rodríguez Piedrabuena interviews Beatriz Aranda, PhD in Natural Sciences and team leader developing immunotherapies in a biotechnology company in New York, about advanced genetics and future results in cancer research. This VIDEO may be reproduced provided that...

  • Blog
  • 1 min. reading time

Felipe VI and crisis communication

We are living through a few days of all kinds of emotions, all of them very strong. At a time when the coronavirus has paralysed our lives in their tracks, we are facing another scenario that deepens the crisis of the monarchical institution. Or perhaps strengthens it? Let's take a look at a case of...

  • Blog
  • 2 min. reading time

With this brain we won't get very far', next book by Dr Piedrabuena

Dr. Rodríguez Piedrabuena reflects on the human brain in a new PROA Comunicación video and previews the contents of his next book: 'With this brain, we won't get very far'.

...
  • Blog
  • 1 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.