Yago de la Cierva, director of Crisis Communication at PROA Comunicación, is Senior Lecturer D. in Philosophy from the University of Navarra and a degree in Law from the University of Santiago de Compostela. He has dedicated his entire professional life to four areas of communication: journalism, corporate communication, university teaching and crisis consultancy.
His main area of professional interest is crisis management and communication and in this role we sat down to talk to him about the controversy that has been generated by the publication of Gareth Gore's book "Opus" and the figure around Luis Valls-Taberner (1926-2006).
Yago de la Cierva has taken over as spokesman for Fundación Hispánica, Patronato Universitario and Fomento de Fundaciones, entities created by Luis Valls-Taberner more than 50 years ago.
Does the controversy generated by Gareth Gore's book "Opus", before its publication, have something to do with the current state of journalism, not only in Spain, but also worldwide... of telling half stories and keeping the version that generates the most clicks?
Gareth Gore's lack of professional ethics is not a reason to generalise a negative judgement on journalists or the media. Today there are very good journalists and very rigorous media, each with their own identitarian approaches but respectful of reality. What's more, today more than ever, free and independent media are needed to tell the truth to the powerful, and even to encourage a critical spirit: to discuss everything, with a wide range of points of view. In my opinion, the danger today is not excessive criticism but rather censorship or self-censorship.
It is quite another thing to organise campaigns against people and institutions, misrepresenting reality. But everyone knows that some media are not credible when they talk about the Catholic Church, so it doesn't matter too much. Communication that works is based on credibility, and some have lost it a long time ago. That's why they don't pretend any more: they are not journalism, they are activists. I'm sure there are serious journalists in those editorial offices who are ashamed of themselves.
What is the communicational conflict behind the controversy surrounding the figure of Luis Valls-Taberner?
From a communicational point of view, the unjustified and unjustifiable attack by the author of the book against Luis Valls and the foundations that continue his philanthropic legacy occurs with some frequency. Someone, out of economic interest, revenge or for any other reason, attacks a prestigious institution, which is faced with the dilemma of going to court to defend its good name, or using communication to clarify the truth to its stakeholders.
With a little bit of storytelling and narrative technique, anyone today can create a story by quoting only and exclusively the inevitable critics that every public figure suffers, ignoring all the information and witnesses that contradict one's own prejudices. It is a threat that any person or organisation can face.
Despite my legal training, I am a convinced communicator. I believe that it is more effective to clarify the truth with transparency and availability to all interested parties than to go to court. The legal route is slow, it is expensive and it also allows an unscrupulous opponent to repeat his falsehoods for years, which are not erased by a short news item giving you the reason at the end of an eternal process. You can win the legal battle but lose the battle of public perception.
In this case, moreover, we are talking about a very powerful publisher, based in the United States. Suing it for libel would not only be slow, but would force the foundations to divert resources that should be used for social aid to pay for lawyers in the US, who are not exactly cheap. It would be wasteful. It has not been ruled out, but....
Is this the reason why the Fundación Hispánica, the University Board of Trustees and Fomento de Fundaciones decided that you should represent them and be their spokesperson?
I think this is normal. It is not uncommon in our country for NGOs, foundations and other non-profit institutions to try to save on overheads and to reduce as much as possible anything that is not destined to the foundational purpose: helping refugees or mothers in vulnerable situations, financing a school or vocational training centre in a developing country, etc. That is why, when a reputational storm arises, they turn to external advisors. Many companies that do not have internal communications departments do the same. Consultants and agencies are a good solution in crisis situations.
In my case, a personal reason led me to accept the commission: in the 90s of the last century I had the privilege of dealing with Luis Valls. He helped me in some personal projects, and I felt indebted to him. Specifically, in the setting up of a small television studio for the students of an Italian communications faculty that trains those who will become communicators and spokespersons for dioceses, religious orders, etc. I told him about the project, explained that we had almost all the money we needed but lacked a 20%, and he helped us with three used TV cameras and two editing computers.
In addition to that personal appreciation, I often talked with him about corporate communication, and I learned many things that have served me well in my work as a consultant and also in my corporate communication classes at IESE, my main job. In my opinion, he was ahead of his time on issues that we consider obvious today, but which were not thirty years ago: the value of transparency and accountability, the primacy of internal communication over any other stakeholder, the importance of listening, innovative ways of using customer complaints to improve service... Here too, I owe him a great deal.
What communication tools can be used to combat misinformation or a biased narrative? Is it applicable to other cases or situations?
The foundations created by Luis Valls may not have a well-equipped and experienced communications department, but they do have an invaluable asset: clear accounts, published from the beginning, and a lot of friends who knew and treated Luis Valls, and who are happy to share their personal experiences. With this we have been able to put together web pages of testimonies, and publish the data that we gave Gareth Gore at the time and which he either did not understand or did not want to understand.
Let me give you an example. When he came to see us we told him that the foundations managed, in the 50 years of their existence, 765 million euros, and we broke it down into credits (two thirds of that amount), which were lent out again as they were repaid, and non-refundable aid (one third). It is clear that your imagination is difficult to bridle because you first wrote "billions", and lately you seem to have taken away a zero but you are still talking about illusory figures. The truth is simpler and more stubborn: it is 765 million, not one more and not one less.
In my opinion, the only thing that can be done against a biased account is total transparency. Answer all who ask questions, whatever questions they ask. The most complex challenge in a situation of this kind is not to contradict the data (which, when they are authentic, is because we have given them to them) but the biased interpretations. The book is full of them: the scheme is to tell something that may be true, and to interpret it in a malicious way. That's where we are...
Is this a clear example of how any organisation or entity is susceptible to reputational issues?
Indeed, no one is immune to the attack of a sectarian. That is why we at the foundations feel let down: when he asked us to write a biography of Luis Valls because he thought he was a fascinating character, we cooperated with full readiness to do so. Now it has been shown that from the very beginning his intention was different. It hurts, because Luis Valls did not deserve to be attacked, simply to be used against Opus Dei, which is the main objective of the book.
As we are reflecting on communication issues around this episode, it makes sense to ask: was it a good idea to collaborate with him? In cases like this, the temptation to say, "never again" is strong. And yet, I prefer to think that it was not a mistake to collaborate with him. The problem is not there, but in the treacherousness of the character. Treating everyone badly, not being transparent with everyone because of the danger that someone might cheat you, seems worse to me. But I understand that there are colleagues who think otherwise.
After the reputational damage caused by these partial narratives, how do you regain the trust of different stakeholders?
It is often said that a reputation takes a long time to build and is lost in an instant. I agree with the first part, but not with the second. Even with a blunder a reputation is not lost, if over time it has gained the trust and benevolence of the public. Even more so in this case, when the foundations, and their founder, have done absolutely nothing wrong. Their reputation - which is based on repeated personal experiences over time, not on publicity - is intact.
We are seeing that these days: dozens of messages from people who treated him and who write to the foundations or on LinkedIn about their personal memories. In other words, the book will not have much impact on the foundations' stakeholders. Undoubtedly, it will hurt because talking to people who don't know us will not start the conversation at zero, but in the negative. But there are many people open to reality, so nothing is lost.
We even hope that it will help us to connect with many and begin preparations for the centenary of his birth. Luis Valls is a figure who deserves to be known, because he was an innovator in banking, in philanthropy and, if you like, in corporate communication.
It has often been said that a crisis is an opportunity disguised as a problem. That is what we are doing: using communication to take advantage of the opportunity provided by the interest of many people in knowing more about Luis Valls.
For more details: https://www.luisvallstaberner.com/
NOTEThe full or partial interview may be quoted with PROA Comunicación as the source.