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A matter of trust

Hay expresiones que sobreviven al paso del tiempo porque encierran una verdad casi atávica. Una de ellas es que, históricamente, un negocio se cerraba con un apretón de manos. No sé si realmente cualquier tiempo pasado fue mejor, ni tengo ninguna intención de incorporarme al creciente club de los nostálgicos profesionales que encuentran decadencia en cada avance tecnológico y en cada cambio social. Pero sí creo que detrás de aquella imagen había algo extraordinariamente valioso que estamos perdiendo, esa palabra en peligro de extinción hoy en día. Confianza.

Y no hablo solo de la confianza en los gobiernos, en los medios de comunicación o en las instituciones. Hablo de algo más cotidiano y, probablemente, más importante. Hablo de la confianza como mecanismo básico de relación entre las personas. De esa certeza razonable de que quien tienes delante hará, más o menos, lo que dice que va a hacer.

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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...

José Antonio R. Piedrabuena -- Not just vaccines. We depend on our immune system

We now have more data on why physical exercise prolongs life, rejuvenates the body and leaves us better protected against many diseases. From the moment we are born, a process of replacing cells that have reached the end of their useful life begins, by producing new ones from the body's own cells....

Coronavirus: status, risks and implications

The latest update on Covid-2019, also know as Wuhan's Coronavirus, informs that although deaths are still increasing, these are doing so at a slower rate than in previous weeks. However, we are faced with a cyclical risk in that we do not know when the pandemic will end. It also...

Communication strategy for the epidemic: information by flood

Information crisis management is a compulsory subject with a wealth of literature and many case studies. One of the golden rules of crisis communication is that it must contribute to success and not put sticks in the wheel, not become an additional problem. Like the good referee in a disputed...

Proa Comunicación organises the first FaqFraud meeting at ISDE headquarters

FaqFraud, a non-profit initiative that provides a helpline to stop fraud in the digital advertising ecosystem, held last Thursday 26th April the I FaqFraud Meeting at the new headquarters of ISDE Law Business School in Madrid. The event, organised by...

The Importance of Managing Crisis Communication

"Crisis communication is increasingly important in companies. It is a threat to relations with a target audience and as relations are increasingly weak, any threat can break them. Ideally, crisis communication should not be seen as the last link, but as another link in prevention and preparation". Yago de la...

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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.