News

Professional and public figure -- Confidential

HOW TO REBUILD A REPUTATION DAMAGED BY LEGAL ACTION

Service: Litigation communication

Sector: Finance, Healthcare

Manager(s) Lucia Casanueva, Valvanuz Serna, Rocío Hidalgo, Fernando Montero

Challenge:

In 2013, a case came into the communication spotlight that put two people of recognised standing against one another: one with considerable economic and social influence and power; and another anonymous but with great professional prestige. When the case came to PROA, five years had passed in which the media had only revealed one party's version, with the other's reputation left in tatters. Our client asked us to help make known their version, thereby rebuilding their personal and professional reputation.

Two priorities were set:

To prepare a reputation report establishing parameters we needed to measure, along with intangible factors we needed to analyse and assess.
To develop a communication strategy and an action plan to rebuild the reputation of the damaged party and anticipate future harmful situations.

Solution

A strategy was drawn up to show our client's version, regain the confidence of stakeholders and generate credibility without, under any circumstances, reigniting the controversy or attacking the other party.

Building a confidence triangle and a joint strategy between lawyer-client-PROA professional in litigation communication.
Briefing for personal contacts with opinion journalists from all the media to make known our client's version. Pedagogical and confidence building work.
Meetings with opinion leaders and media editors.
The litigation communication professional organised the rotations and who should attend each meeting, as well as the topics to be discussed at each meeting.

Results

The first piece with objective and favourable content for our client was published within 48 hours. Over the following months, objective and favourable milestones were published in all media. In some cases, articles were published in the same media channel by different journalists to show both versions. Results in the legal process proceeded positively. Our client did not lose any of their clients and successfully rebuilt their reputational image.

Proa Comunicación Joins the APD

Proa Comunicación has become a full partner of the Assosiation for Management Progress, an association with the main goal of promoting the exchange of ideas, knowledge, and experiences across business management media in Spain. Outside of any political approach representing the defense of corporate and professional interests, APD has managed,...

Proa Comunicación participates in the meeting of Fuencisla Clemares in FEDEPE

The managing partners of Proa Comunicación have participated in the FEDEPE Meetings-Colloquium Cycle. On this occasion, Fuencisla Clemares, general director for Google Spain and Portugal was presented with the FEDEPE Leadership Award for Female Directors 2017. "The beginning is the most important part of any task" said Ana Bujaldón, president of FEDEPE....

Antonio Belmonte, new CNMV's Dircom

Antonio Belmonte is the new Director of Communications of the 1 hour cash advance Comisión Nacional del Mercado de Valores (CNMV) as prnoticias has learned.with his appointment, the CNMV aims to strengthen its communication policy and ensure the objective of providing the widest possible dissemination of the information of the CNMV.....

The drug of power

Our political leaders are giving us the soup. The media drama that hijacks us daily as hostages to squeeze their negotiations makes the last few weeks since the election seem like years. But what happens to these guys when they are in the grip of power? This week saw the launch of the new book by...

Valvanuz Serna Ruiz -- Communication, a powerful weapon for the aerospace and defence industry

In the fast-moving 21st century, the aerospace and defence industry has become a fundamental pillar for the development and security of nations. Its technological innovations and major projects have a direct impact on the progress of mankind, from space exploration to the protection of the environment...

ASTI Mobile Robotics

LAUNCH OF THE ZENZOE ROBOT Technology Sector, Healthcare Responsible Lucia Casanueva, Valvanuz Serna, Bárbara Yuste, Fernando Pérez-Montero Challenge In order to guarantee COVID-19-free spaces, ASTI Mobile Robotics developed during the containment stage a COVID-19 viral load neutralising robot equipped with ultraviolet lamps created by...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.