Lucía Casanueva -- The success or failure of a business project will increasingly depend on the importance given to communication.

Lucía Casanueva, founding partner of PROA Communication, The Committee considers that the emergence of the artificial intelligence (AI) in business is not optional, but a strategic opportunity that is transforming all organisations.

“With AI, human talent shines brighter than ever,” says Casanueva, a specialist in corporate, financial and crisis communication, in an interview with Europa Press. “What we need to do is adapt and manage the tension between the fears and the opportunities that AI offers”.

Strategic communication and transparency

For Casanueva, the communication is a critical factor for business success and good advice in this area has a direct impact on the bottom line. The expert stresses that communication makes it possible to managing intangibles, building trust and protecting reputation:

“Reputational damage can have a devastating effect on the bottom line. Communication is no longer optional for a CEO or business owner”.

At PROA, we work with rigour and ethics: all content must be truthful, contrasted and relevant, avoiding hoaxes or biased information. Transparency is seen as “great medicine” in a world where scepticism and misinformation are on the rise.

Social networks and digital presence

Casanueva considers the social media an ally, but warns against its conscious use:

“We have an ethical, professional and moral obligation to transmit reliable information. Network management is essential, and we are working more and more on building profiles of CEOs and entrepreneurs, always appealing to common sense”.

The combination of AI and digital strategy allows PROA to adapt in real time, implementing technological advances to improve customer communication without generating unnecessary noise:

“The key is to create valuable content that reaches the right people and is not just noise”.

Communication as a driver of business success

Casanueva insists that today communication is not only a support area, but a strategic tool:

“Companies need to be influential so that their views are considered by investors, customers and the political class. Our mission at PROA is to help make those voices heard.

PROA Communication: excellence and leadership

Founded in 2009, PROA Comunicación offers communications, public affairs and digital marketing consultancy with customised solutions, sector specialisation and senior talent. He currently holds the position of 37 among the top 100 communication consultancies in Spain, reflecting its sustained growth and recognition in the sector.

“We must be committed to the truth, to the facts, and always take responsibility for what we say. Transparency and ethics are essential for success in today's society.

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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.

Lucía Casanueva -- The success or failure of a business project will increasingly depend on the importance given to communication.

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