Lucía Casanueva, founder of PROA CommunicationHe is close, calm and full of curiosity. At the age of 48, he has built a project that reflects both his roots and his professional vision. PROA Comunicación, born in 2009, is deeply linked to the sea and sailing, inspired by the geographical origins of Casanueva and his partner Valvanuz Serna. Terms such as "at the helm", "course", "crew" and "navigators" are part of their everyday language and symbolise the way they approach corporate communication: strategic, coordinated and precise.
"Proa a la mar, from the Spanish naval league, was a magazine we used to receive at my parents' house. I saw that the domain was free and that's how it all started," explains Casanueva, a native of Santander, who looked for a name that connected with her essence.
Strategic consulting and corporate reputation
PROA Comunicación is dedicated to the strategic consultancyThe firm supports companies, associations and entrepreneurs in reputation management and communication. The firm acts as a outsourced communication departmentespecially for companies that do not have a large in-house team or prefer a strategic partner to manage their communication in an integrated way.
The company combines the methodology of large multinationals, such as Llorente & Cuenca, with a boutique formatalways striving for excellence:
"We try to ensure that everything that carries the PROA Comunicación brand oozes excellence. We aspire to be like the 'Chanel of communication', although I think it's a bit pretentious to say so".
His mainly female team reflects a commitment to diversity and balance, according to Casanueva: "I believe in the richness that diversity brings, but above all, in people and their talent".
Ethical principles and limits
For Casanueva, effective communication requires honesty, rigour and professional ethics. PROA sets clear limits on the sectors or projects it works with. Topics such as paedophilia or political communication have been rejected, always prioritising projects that respect the company's values:
"We aspire to be like a good doctor and make a good diagnosis of what is wrong with the patient. Not everything is paid for by money. If a client goes against my principles, I recommend another provider.
In terms of advertising versus communication, Casanueva clarifies that while advertising is what a company says about itself, communication is what a company says about itself. strategic communication persuades third partiesThe aim of the project is to raise awareness, as journalists or opinion leaders, about the real value of a company or a project.
Polarised society and common sense
Casanueva notes with concern the growing polarisation in society:
"We live in an increasingly tense and polarised society. There is nothing more beautiful than dialogue between people who think differently, but always with respect. At PROA we would like the word Faro to stand out: a lighthouse that gives light in times of confusion".
In his opinion, the political class fails to put the citizen at the centre of its strategies. He considers it essential to bring the institutions closer to society and to prioritise the common goodLet's go back to common sense and a vision of the state".
Keys to effective communication
For Casanueva, all effective communication starts with a solid idea that translates into a clear and relevant message. The overabundance of information and "infoxication" - an excess of data - make it difficult for messages to get through:
"You have to get to the essence of things. Summarising a message in one and a half pages is very difficult, but that is where the effectiveness lies. It is easier to give 20-page reports than to synthesise the key idea.
In addition, it considers it essential that communication has a cultural componentadapting to the social, economic and cultural context to generate impact and relevance.
Flagship projects and PROA observatories
Among the company's milestones, Casanueva highlights projects like the Alhóndiga of Bilbao with Philippe Starck and crisis management as the Santiago de Compostela train accident. It also highlights the PROA ObservatoryThe event is a multidisciplinary forum to reflect on issues of social impact, from mental health to water management and the media, seeking to generate transformative ideas.
Future challenges and responsible communication
PROA plans new observatories on water and misinformationreflecting on the role of the media in the defence of democracy and freedom of expression. Casanueva stresses the importance of keeping information truthful and separate from opinion:
"We cannot rely on TikTokers or influencers to inform us. The media must validate the facts and ensure the viability of our democratic system".
As for social media, he sees them as an ally, but warns that they are no substitute for the critical and verified work of the media.
Artificial intelligence and human talent
On the emergence of the artificial intelligenceCasanueva sees it as an opportunity that empowers human talent:
"With AI, human talent shines brighter than ever. The important thing is to combine technological innovation with the authenticity that only human beings can offer.
At PROA, they apply technological advances in real timeensuring that each innovation adds value and improves the management of its customers.
Acknowledgements and strategic objectives
PROA Comunicación currently occupies the 37th place in the ranking of Spanish consultancy firms and has been recognised as the Best Communication Agency in Spain for the Ana Baschwitz awards. However, Casanueva considers that the greatest recognition is the the satisfaction of their customers and the recommendation they generate.
Among its future objectives are projects with a high social and business impact, including communication about nuclear energy and complex public issues that require a strategic and transparent approach.
"The success or failure of a business project will increasingly depend on the importance given to communication. It is not optional; it is the tool that builds trust, influence and reputation in an increasingly complex and polarised environment.