News

Degussa

CONVERTING INVESTMENT IN GOLD INTO A MATTER OF CONFIDENCE

Service Leadership and corporate positioning

Sector Investment

Managers Lucia Casanueva, Valvanuz Serna, Cristina García Alonso, Lorena Saura

Challenge

Degussa, a leading company in the gold investment sector, hired PROA to position it as the benchmark in commercializing physical gold as an investment in Spain, as well as to highlight the characteristics that make it stand out from its competitors. A second mission consisted of communicating the advantages of diversifying equity and investing a small part of your savings in physical gold.

Solution

PROA launched a very high-profile communication strategy. We managed media relations for the client, with special emphasis on the economic and investment sector-focused media. The main actions focused on raising the profile of the company through its CEO in Spain, for whom we managed interviews and opinion articles in the main media, printed, digital, television and radio; we prepared and issued press releases on the news and products that were a priority for the company; informative milestones were harnessed as they emerged from the news so that our client would appear as a benchmark source in information and reports; talks and meetings on investment were organised at its headquarters, both with the media and executives interested in the sector; and one-to-one meetings were arranged with general-interest, economic and investment sector media journalists.

The main actions focused on raising the profile of the company through its CEO in Spain, for whom we managed interviews and opinion articles in the main media, printed, digital, television, radio; preparing and issuing press releases on the news and products that were a priority for the company; informative milestones were harnessed as they emerged from the news so that our client would appear as a benchmark source in information and reports; talks and meetings on investment were organised at its headquarters, both with the media and executives interested in the sector; and one-to-one meetings were arranged with general-interest, economic and investment sector media journalists.

Results

We successfully positioned Degussa as the go-to company whenever the media needed an assessment of the market and the gold situation, which was one of the main objectives. Furthermore, the profile of physical gold was raised among investors as a viable option for diversifying portfolios. Ultimately, this led to a considerable increase in sales for our client. A total of 815 impacts were achieved up to March 2020 (inclusive), with an audience of 107,068,748 and a value of 1,640,990 euros.

-- Myriam Gómez, appointed Financial Communication Manager at PROA

PROA, a communications and reputation management consultancy, strengthens its team with the incorporation of Myriam Gómez as director of Financial Communication inside the firm. With a degree in Economics and Business from CUNEF, Myriam is an expert in communication and corporate reputation and has more than 20 years of professional...

The Minister of Education participates in the Proa Observatory: "evaluation is fundamental to achieve excellence".

The Minister of Education, Culture and Sport, José Ignacio Wert, was the guest speaker at the PROA Communication Observatory held last Wednesday, 5 March. In front of a group of businessmen and representatives of civil society, the Minister explained the keys to the educational reform: a...

-- Lucía Casanueva and Valvanuz Serna Ruiz in the guide of Top Women in Communication

Lucía Casanueva and Valvanuz Serna Ruiz, managing partners of PROA, have been included in the list drawn up by Top Comunicación of women who are a reference in the profession, from company communication directors to CEOs of communication agencies. Lucía Casanueva is an expert in corporate, financial and corporate communications....

Valvanuz Serna Ruiz -- Communication, a powerful weapon for the aerospace and defence industry

In the fast-moving 21st century, the aerospace and defence industry has become a fundamental pillar for the development and security of nations. Its technological innovations and major projects have a direct impact on the progress of mankind, from space exploration to the protection of the environment...

The Alicia Koplowitz Foundation awards five short-stay research scholarships

The Alicia Koplowitz Foundation has awarded five scholarships for short periods of specialization and research in psychiatry, psychology or neurosciences of children and adolescents and in neuropediatrics in its 2018 call for applications. The scholarship holders will study for six to twelve months at universities and hospitals in the United...

Irene Garrido: "At least two more years of economic growth are needed to recover pre-crisis employment levels".

The Secretary of State for Economy and Business Support, Irene Garrido, participated yesterday morning in an informative breakfast organised by Executive Forum, with the sponsorship of the Excellence in Management Club and Ibercaja. During the meeting, held at the Palace Hotel in Madrid, Garrido analysed the...

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

Receive ideas with criteria

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.