Last Thursday 25 May, Lucía Casanueva and Valvanuz Serna, managing partners of Proa Comunicación, participated in an day organised by ACEFAMthe Cantabrian Association of Family Businesses. As part of the cycle 'Entrepreneurs talking to Experts', the DeLuz Santander Restaurant hosted the conference. Communication and reputation in the family business. Along with Proa Comunicación, Rafa Gutiérrez, Director of Trevol Audiovisual, Manuel Huerta, president of ACEFAM, and Iñigo Noriega, director of eldiariomontanes.escompleted the panel of speakers.
The importance of reputation in business was one of the highlights of the session: "in the coming years, reputation will be the most relevant factor for the sustainability of companies. and will have a decisive influence on the bottom line".Lucía Casanueva pointed out.
The offline and digital spheres and their convergence in the communication sector was also another of the main topics of debate. "We understand communication as a whole, we do not distinguish between offline and online strategies.. The poor coexistence between on and off has often been a consequence of how companies understand communication, integrating it into a watertight department instead of making it something transversal, which includes and involves the entire management and all departments".said Valvanuz Serna.
All these questions were framed in a reflection on the strategic component of communication, since, said Lucía Casanueva, "Communication must be understood by companies as something strategic.This is something that has been reflected in the best or worst digital adaptation, where any incoherence is spotted instantly".
Finally, participants highlighted the value of joint action between the department involved in communication and the rest of the company (or between the agency and the company). "If the client is not involved in the communication strategy, it is very difficult to move forward. We talk about "drip irrigation" in order to create a brand, reputation and positive results for the client's business. We provide clients with annual communication plans even though we measure results quarterly, Valvanuz Serna stressed.