The Director of Communication and Institutional Relations of the European University and President of Multinationals for Marca España, José María Palomares, stressed the responsibility of the dircom in managing the reputation of his organisation to become a true "guardian" of reputation, a very precious asset for companies.
During his speech at the Proa Observatory, Palomares highlighted what, in his opinion, are the three most important ingredients relevant to reputation: direct experience, consistency and coherence between what is said and what is actually done, and what others say about us (the company).
For Palomares, one of the stakeholders who can contribute most to a company's reputation are the employees themselves, whom he considers to be the best brand ambassadors.