The presentation of José Luis González-Besada, Director of Communication and Institutional Relations, El Corte Inglésat the Proa Observatory, where he gave a lecture on Communication in large corporationsThe event attracted the interest of a large number of communication directors and company managers.
Companies still do not assume that intangibles account for 40% of their value", concluded González-Besada in his speech, while pointing out that at the moment, "companies are not yet aware of the fact that intangibles represent 40% of their value". There are three major concerns in the world of communication: the competencies of the Communication Directorate, the objectives of the Communication Directorate and the status of the Communication Director.. On the first of these points, he stated that the problem is that communication is given a secondary role He also defended the need to group activities within this department: media relations, internal communication, shareholder relations, customer relations, social relations, sponsorship, events, institutional relations, etc. At the same time, he said, it was also necessary to group activities within this department. He also defended the need to group activities within this department: relations with the media, internal communication, relations with shareholders, with clients, with society, sponsorships, events, institutional relations... At the same time, I believe it is essential for this department to work together with the marketing department.
As far as the objectives of the Communication Directorate are concerned, he summarised them in two: improving reputation of the company, on the one hand, and convincing boards of directors that communication delivers resultson the other.
Lastly, he discussed the functions of the Communications DirectorHe regretted that they are very closely linked to the person who occupies the post, something which, he said, "does not happen with the directors of other departments". He also argued that the person occupying the post should be trained in the field, i.e. have "a good knowledge of the subject".knowledge, skills".
Born in La Coruña in 1959 and graduated in Information Sciences from the Complutense University of Madrid, González-Besada has spent most of his professional career at the newspaper 'ABC'.He has served as deputy director. Specialised in political and economic-financial affairs, he has also held the post of Iberdrola Communications Director between 2003 and 2015, exercising the maximum responsibility in the areas of Strategic Communication, Media Relations, Social Networks, Internal Communication, Reputation, Corporate Social Responsibility (CSR), Branding, Events, Institutional Relations and Advertising. He has participated as a commentator on the programme Herrera en COPE and on RTVE, among other media.
The Proa Communication Observatory is a forum to discuss new trends in communication corporate. The Observatory is born with the vocation of being a laboratory of ideas where a genuine dialogue is fostered to debate topics such as: corporate reputation, brand and public affairs as important elements for business improvement.
Among the personalities who have participated in these meetings are Antonio BelmonteDeloitte's Director of Communications; Manuel ContheChairman of the Advisory Board of Expansión and Actualidad Económica; who reflected on good and bad banking practices. The economist José Carlos Díez who analysed the economic situation and the Minister of Education, Culture and Sport, José Ignacio WertThe report was presented by the European Commission, which outlined the key aspects of the education reform.
