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A matter of trust

There are expressions that stand the test of time because they contain an almost instinctive truth. One of them is that, historically, a business deal was sealed with a handshake. I don’t know if the past really was better, nor do I have any intention of joining the growing club of professional nostalgics who see decline in every technological advance and every social change. But I do believe that behind that image lay something extraordinarily valuable that we are losing—that word which is now in danger of extinction. Trust.

And I’m not just talking about trust in governments, the media or institutions. I’m talking about something more everyday and, probably, more important. I’m talking about trust as the fundamental basis for relationships between people. That reasonable certainty that the person in front of you will, more or less, do what they say they’re going to do.

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Key Steps for the Banking Sector to Improve its Reputation

The latest scandals involving large banks picked up by the press - the illegal eavesdropping ordered by the previous BBVA chairman, the unsuccessful appointment of the Santander's incoming CEO and the lawsuits filed by investors who have lost their money in Banco Popular shares or mandatory convertible bonds - portray...

Proa Comunicación, Madrid SnowZone and the RFEDI, organise the 2nd National Snow Sports Awards

Proa Comunicación, in collaboration with Madrid SnowZone and RFEDI-Spainsnow, organised the II National Snow Sports Awards ceremony, held last Friday 16th November in the only indoor slope in Spain. This gala served for the second year in a row to pay tribute to the sector and...

Francisco Díaz -- Seven keys to avoid the failure of Artificial Intelligence projects

Digitalisation is one of the priority axes of business strategies both now and in the coming years. This is also the case for the Spanish government, which has set digital skills targets in the 'Agenda España Digital 2025', focusing both on the digital society and on the...

José Antonio Rodríguez Piedrabuena -- The nervous system bears little resemblance to the idea of an organ composed of neural networks.

A Spanish company reports that it works for companies with the following principle: "A model, which works like neurons", "Imitates neurons to predict consumer behaviour". I leave it to the readers to draw conclusions about this offer after reading the following: The brain is very...

Dr. Santiago Palacios -- "To be independent, you have to take care of yourself".

Santiago Palacios, director of the Instituto Palacios Medical Centre, describes the treatments needed to care for women's health and discusses the growing importance of communication in medicine. This text may be reproduced provided that PROA is credited as the original source.

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Coronavirus is a not-so-infectious emotional plague

Keep in mind that the flu in Spain in the 2018-2019 season were attended in outpatient clinics and hospitals, discounting those who stayed at home and did not consult, 490,000 sick, with 35,000 cases requiring hospitalisation. Other very serious cases were treated in the ICU, 2,500. And, attention, they died from the...

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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.