News

  • Blog
  • 29 March 2019
  • 1 min. reading time

How to Manage a Sponsorship to Enhance Reputation

Pablo De Villota, Director of Sports & Entertainment at PROA Comunicación, explains why sponsorship is important today, how a sponsorship program should be developed and the role of ambassadors in a sponsorship program. "A sponsorship is a very powerful program if it is well used, because through traditional advertising it is very difficult to connect with the audience. Today, there is widespread fragmentation and through sponsorship, you can make a true emotional connection with the values that the company desires to transmit".

Lorena Saura -- No culture without communication

"There is no communication without culture, and no culture without communication. Umberto Eco As Umberto Eco rightly pointed out, "there is no communication without culture, and no culture without communication". Communication and culture are intrinsically related from the very first moment in which communicating is part of culture itself and...

  • Blog
  • 2 min. reading time

José Antonio Rodríguez Piedrabuena -- Sugars and fats threaten our gut flora at Christmas

In these times of celebrations, toasts and copious meals, it is important not to forget the importance of the intestinal flora for the overall health of our organism. Even for emotional well-being, memory and the immune system, the state of the microbiota is key, which is why it is so important to take into account the...

  • Blog
  • 3 min. reading time

Digital Media, the New "Drug" for Children

Manfred Spitzer, German professor, director of the Department of Psychiatry at the University Hospital of Ulm and the Center for Transfer of Neurosciences and Learning, argues that digital media (computers, tablets and smartphones) "do not increase academic learning capacity, but rather the opposite". In his opinion, they can have a...

  • Blog
  • 3 min. reading time

Find Me a Foe and I'll Win

If there have been two outrageous episodes of the fake news being spread by robots through social networks managed by communication consultancies, they are the Cambridge Analytica and Birnbaum & Finkelstein incidents. Of the first one, almost everything is known. That Facebook "sold" to Cambridge Analytica - for academic purposes...

  • Blog
  • 2 min. reading time

José Antonio R. Piedrabuena -- Gut flora and our health

Gut flora is an amazing display of trans-kingdom symbiosis as gut bacteria cooperate with their animal hosts to regulate the development and function of the immune, metabolic and nervous systems through dynamic bidirectional communication along the "gut-brain axis". These processes can affect the...

  • Blog
  • 3 min. reading time

The president of the Global Summit of Women visits PROA ahead of the Dubai summit: "Communication plays a key role".

Irene Natividad is a pioneer in advocating for women's participation in the economic, business and political world. As president of the GlobeWomen Research and Education Institute and of the Global Summit of Women, she visited PROA's offices together with Margarita de Cos, president of the chapter of the GlobeWomen...

  • Blog
  • 6 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.