María Domínguez -- Kate Winslet: empathy and confidence for the perfect interview
A video of Kate Winslet in an interview with a child journalist flooded all social networks, serving as a reminder about the importance of empathy, and about not forgetting the first times we also had to face a challenge, especially in the professional field. But from the point of view of [...]
Lucía Casanueva -- Benedict XVI: an ode to coherence
Lucía Casanueva, managing partner of PROA Comunicación, reflects in this column published in El Debate on the figure of Benedict XVI and his communication skills. Few deaths leave as many questions unanswered as that of Joseph Ratzinger. On the last day of the year, almost through the back door, with an intense brilliance, with a bibliography […]
Ricardo Cuevas -- What are the functionalities of AI in communication and public relations?
"Don't be fooled by the concept of Artificial Intelligence (AI), because there is nothing artificial about it: AI is made by humans, designed to behave like humans and intended to have an impact on human lives. Stanford Professor of Computer Science Fei-Fei Li often stresses to her students that there is nothing artificial about AI.
Valvanuz Serna Ruiz and Lucía Casanueva -- "We have a very senior team, with solid professional experience".
Valvanuz Serna and Lucía Casanueva, managing partners of PROA Comunicación, detail in an interview for Top Comunicación the values and attributes that differentiate this consultancy firm specialising in reputation management from its competitors. As both partners point out, PROA's sustained growth has been based on senior talent and the [...]
Lucía Casanueva -- Reinventing the concept of a communications consultancy firm
The managing partner of PROA Comunicación, Lucía Casanueva, has participated as a guest on the podcast NEWS TO YOU, a space for interviews with figures in communication and entrepreneurship. Lucía Casanueva and Javier Cabedo Figueredo take a look at the history of PROA, its corporate culture, its story, how it selects new professionals [...]
"Broadcasting the trial live neutralised any parallel trial".
The prosecutor of the Supreme Court who acted as prosecutor in the trial of the procés, Javier Zaragoza, has defended that transparency was the best weapon to fight against the parallel trials that could have arisen during the most mediatic hearing of the last decade. “Broadcasting the trial live neutralised any [...]
CEO, work on Christmas lunch --
Employees and bosses are looking forward to the Christmas lunch more than ever. The pandemic dampened the previous edition, and both are looking forward to this time of year with pent-up anticipation. Perhaps that is why this time the event presents greater risks than it does every year, especially for the organisers. However, [...]
Lucía Casanueva -- Entrepreneurs as a solution
Entrepreneurs are setting an example of how to deal with a crisis like the current one. Much of our analysis is based on experience and on the experience of...
Rethinking communication
In these days of obligatory stopover, which provide time to read more calmly and to stop and think, I am left with the following reflection by the British philosopher John Gray: "One advantage of quarantine is that it can be used to renew ideas. Cleansing the mind and thinking about how to live in an altered world is [...]".
PROA develops the online shop for the Marqués del Atrio Group.
PROA Comunicación has developed the online shop for the Marqués del Atrio Group, the Rivero family's Rioja winery group. Thanks to this development, completed in less than a week, the group's corporate website allows its wines to be sold directly to all consumers. Thus, the wines of Bodegas Marqués del Atrio and Bodegas Faustino Rivero [...]
The coming crises
No, I am no prophet of doom. But while we are busy with plans to relaunch our businesses and make up for lost time, let's not lose sight of the fact that the pandemic will not be the end of the communicators' woes. Anticipation will help us to spend time on prevention and, if something cannot be prevented, we can [...]
Social networks, key in the strategy to build a lovemark
For brands, social networks are key elements in their communication strategies due to their capacity to generate affective and lasting links with their consumers and potential clients, members of their digital community. These virtual communities are made up of a group of individuals who follow a brand on its social profiles, see its products and services, [...]