The Luca de Tena Foundation y PROA Communication have renewed their collaboration agreement, consolidating their commitment to different projects that address the new needs of journalists. PROA will contribute to the development and implementation of the Foundation's communication strategies, as well as to the dissemination of the knowledge it generates through reports and studies.
The signing of the agreement took place this Tuesday at the central Madrid headquarters of PROA, and was attended by the following participants María Victoria Barandiarán Luca de TenaThe Foundation's director; José María Suárez de Lezodirector of the Journalism Lab of the Foundation; as well as Lucía Casanueva y Valvanuz Serna RuizPROA's managing partners.
José María Suárez de Lezo expressed that "the foundation has been at the side of journalism since 1930 in social and educational issues; and is currently immersed in a project aimed at research, dissemination and training on the new trends that have transformed journalism in recent years to continue supporting journalists. The alliance with PROA is key to the dissemination of this work.
"At PROA we want to continue an alliance with which we are very satisfied, given the great work that the Luca de Tena Foundation has been carrying out for almost a century. And we are particularly excited about the challenge of supporting the dissemination of its studies and analyses on the journalistic sector," said Valvanuz Serna Ruiz.
"For those of us who work in communication, it is very important to support research, journalism professionals, and the knowledge of a sector that is constantly changing. Issues such as media literacy or misinformation are of great importance for society," said Lucía Casanueva.
PROA will disseminate the activity of the Journalism Lab
The Luca de Tena Foundation is a non-profit institution, dedicated since 1930 to the care of families of journalists in vulnerable situations, especially those who suffer a process of family loss. In addition, in 2017 it expanded its activities to create its own Journalism Laboratory, which over the years has become a reference in the Spanish-speaking world.
The Lab seeks to meet the needs of journalists, derived from the transformation of the sector, the disruptive change in the information business and the demand for new professional profiles in environments where such training is, in most cases, not available to new professionals. It has become a reference medium both for information on the media industry and the development and future of journalism, as well as for training, with webinarsThe following are some of the most important examples, studies, comparative analyses and success stories.
PROA is one of the fastest growing reputation management consultancies in Spain. It is among the top 50 in the country, and continues to strengthen and create new areas of operation such as Litigation, Public Affairs, and Health, Pharma and Healthcare Technology.
The effective communication model proposed by PROA is based on a differential positioning, which seeks excellence in implementation through senior talent. In this way, PROA positions itself as a trusted partner for managers and owners of companies that need to outsource their communication department.
Signing of the agreement at PROA headquarters. From left to right: José María Suárez de Lezo,
Lucía Casanueva, María Victoria Barandiarán and Valvanuz Serna Ruiz.