On Wednesday 16 November, PROA celebrated the inauguration of its new headquarters in Madrid located at Calle Montalbán number 3The change of headquarters to a historic and emblematic neighbourhood such as Madrid's historic and emblematic neighbourhood of Madrid," he said. "The change of headquarters to a historic and emblematic neighbourhood of Madrid, as is Retreatis part of a strategic decision that represents a new stage of growth for our communications consultancy," they say. Lucía Casanueva y Valvanuz Serna RuizPROA's managing partners.
The event was inaugurated by both partners, who announced that in this new phase, the consultancy will reinforce the Public Affairs practice and will create the Health Communication and Pharmaceutical Industry Division.
After the welcome, José Antonio ZarzalejosThe Deputy to the Presidency of the El Confidencialformer editor of the daily newspapers ABC y The Courierjournalist and lawyer, presented the report The new business communication and marketing in times of post-pandemic, economic crisis and warThe report, produced in collaboration with PROA. "Business communication should be the reverse side of politics", Zarzalejos pointed out.
"As the study points out, we are in an era of uncertainty and risk. And PROA is here to accompany companies in the enhancement of their intangible assets, facing this uncertainty and assuming the contingencies involved in facing the risks they take in this new context. On this path, our mission as consultants is to make a clear difference between political communication and rigorous, empathetic and socially committed communication, which also responds to what citizens demand from corporations and private companies," said Lucía Casanueva.
Valvanuz Serna Ruiz added that, "at the same time, we have the responsibility to act by building bridges to return to this scenario of collaboration and joint work between public and private services, especially in particularly sensitive areas such as education, health, infrastructure and transport".
An analysis of the current situation of the media, the relationship with politics, the role of social networks and the future of communication was brought to the public in a debate from a business perspective, both nationally and internationally.
"The businessman cannot live away from the political pulse and cannot ignore public affairs, which, at the end of the day, have a profound impact on him. Businessmen must assume that they have an essential role in these times and must tune in to social sentiment, in addition to valuing their reputation, refusing to be presented as the extractive elite that benefits from the crisis and exploits in times of calamity", warned José Antonio Zarzalejos.
The inauguration event ended with a cocktail party in the offices themselves, which represent a qualitative leap forward in terms of providing a meeting point for PROA's clients.