"Homo comunicativus" or the evolution of corporate communication was the central theme of the debate at this meeting, which was attended by leading figures from the business and economic world, as well as from the media.
PROA Communicationa consultancy firm specialising in designing, managing and consolidating the communication and corporate reputation of institutions and companies, as well as of senior executives, has held a new edition of its Current Affairs Dialogues with the participation of Fede SegarraDamm, communications director of Damm, Spain's leading brewery group with a presence in more than 130 countries.
Segarra addressed the challenges of corporate communication in the face of the development of new technologies, channels and the multiplication of audiences, always with a vision focused on contributing to the company's profit and loss account. "The communication departments must be capable of transforming our activity into business, as well as being able to quantify our work. This is our great challenge", he said. In this sense, he added: "Communication must add value to the profit and loss account".
At the presentation of the Current Affairs DialogueThe meeting is small and guided by rules of confidentiality, Valvanuz Serna RuizThe partner-director of PROA Comunicación, stressed the importance of the "search for excellence", but also of "curiosity" in order to analyse the issues on the news agenda with the best professionals.
During his speech, Segarra emphasised the need to work on sectoral reputation with the collaboration of the companies that operate in each industry, as it is essential for the success of individual communication. He stressed that "the reputation of the Spanish beer sector is an example for the world". "The image of beer is very positive and friendly, synonymous with the generation of employment and wealth, support for sport, positioning of the country, etc. In Spain, the promotion of non-alcoholic beer has been a pioneer in the world", he added.
On the basis of its long history, the dircom of Damm has unpacked the keys to good business communication, taking up fundamental ideas that are still valid even in a digital environment in which the creation of content with artificial intelligence is already integrated. To begin with, he referred to the importance of developing a narrative of the organisation, telling a story that allows "the emotional distance of the brand to be as minimal as possible with the public".
For Segarra, other fundamental elements are establishing clear communication objectives, supporting the company's management, surrounding oneself with a strong team of professionals, integrating internal and external communication, prioritising reputation and taking the initiative, since in communication "it doesn't work to put your head under the wing, but to set the pace".
Furthermore, during the colloquium with private sector executives, representatives of the media and business associations, Segarra recalled the origin of the successful "Mediterráneamente" campaign, which was a milestone in Spanish advertising, and which arose in response to the need to retake the brand's narrative and its passion for the territory.
The Current Affairs Dialogues PROA Comunicación brings together key figures from the economic, political, media and cultural spheres with business people, executives and opinion leaders to contribute to a deeper knowledge of reality, and to foster an in-depth understanding of the issues that lead the news agenda.
