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What value does lobbying bring to a company and to our society?

Rafael Cabarcos y Carlos Sánchez, expertos en lobby y diplomacia corporativa, detallan qué valor aporta el lobby a una empresa y a nuestra sociedad. Tal y como explican, el lobby es una acción diseñada, planificada y dirigida a los decisores públicos para aportar información de forma responsable y transparente sobre cuestiones que afectan a la actividad de los distintos actores sociales. La convergencia entre intereses públicos e intereses privados hoy más que nunca es una realidad. Esta convergencia, esta confluencia de intereses debe acomodar los intereses de unos y de otros para lograr la prosperidad de nuestra sociedad.

Branded content and brand journalism: companies with their own voice in the digital agora

Not so long ago, talk of new forms of disintermediated communication by companies was a fast track to being declared anathema by the guardians of journalistic and communicational essences. How could companies dare to propose the occupation of spaces traditionally reserved for the media...?

"Silence is not profitable in communication".

Enrique Alcat, director of the Business Management and Communication Management Programme at the Instituto de Empresa, participated in the 10th edition of the Proa Communication Observatory, along with twelve other executives. An expert in crisis communication, Alcat explained that, in a crisis, "the important thing is to inform, to...

Top Communication -- PROA makes the brand film "UNE. Shared Progress".

The specialised digital media Top Comunicación has echoed the brand film "UNE. Progreso Compartido", which PROA has produced for the Spanish Association for Standardisation, UNE. In the words of Javier García, general director of UNE and vice-president of ISO, "the video perfectly reflects the essence of standardisation: the...

Challenges for sports sponsorship in the face of digital transformation

Sponsorship, like the rest of the Marketing-Mix tools, is also facing powerful challenges in the face of the digital transformation in which we are immersed. Due to the great changes we are experiencing in terms of the way we communicate and inform ourselves about sporting events, sponsorship is perhaps facing a...

Pilar Urbano at the Proa Observatory: "In the Nóos Case, the ethics of the Royal Household and the impartiality of Justice are under suspicion, only the judge is saved".

"Having the last word does not mean having the truth," said Pilar Urbano, presenting her book 'La Pieza 25', key to understanding the ins and outs of the 'Nóos case', but with a certain irony she recommended "not reading the last three pages to avoid falling in melancholy. These are...

Irene Garrido: "At least two more years of economic growth are needed to recover pre-crisis employment levels".

The Secretary of State for Economy and Business Support, Irene Garrido, participated yesterday morning in an informative breakfast organised by Executive Forum, with the sponsorship of the Excellence in Management Club and Ibercaja. During the meeting, held at the Palace Hotel in Madrid, Garrido analysed the...

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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.

What value does lobbying bring to a company and to our society?

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

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More conversations, more ideas, more PROA.
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