Let the institutions work
The former president of Chile, Ricardo Lagos, the first left-wing leader to come to power after Pinochet's dictatorship, coined a phrase in 2011 that could be valid for any democracy, and even more so for the Spanish one these days: “Let the institutions work”. A socialist, but above all a democrat, he has been an advocate of [...]
‘Raise your eyes’
I confess that I was moved when I heard the hymn Raise Your Eyes on the occasion of Leo XIV's apostolic journey scheduled for 6 to 12 June. Less than a month to go. This song is inspired by a quotation from the Gospel of Saint John (Jn 4,35) and is presented as an invitation to hope, to [...]
The adviser and his reputation
In the economy of intangibles, reputation is no longer a soft asset: in Spain, for 44% of directors of listed and unlisted companies, reputation is equally or more important than traditional financial criteria. A good reputation of the board acts as an inverse risk premium: it reduces the cost of capital, [...]
The day the message ceased to obey
In April 2017, a passenger was forcibly ejected from a United Airlines plane. He was dragged down the aisle while other travellers filmed the scene with their mobile phones, which, today more than yesterday but less than tomorrow, constitutes in all the world's communication manuals a potential reputational crisis of magnitude [...]
Improvisation is not a strategy
Building a brand from scratch is not a question of aesthetics. It is, above all, a strategic exercise that requires rigour, time and active listening that goes far beyond the management offices. This is what Julia Montoro, director of PROA Comunicación, a strategic consultancy specialising in reputation, communication and public affairs, argues. For her, [...]
In defence, legitimacy also counts
Defence, like other strategic sectors, today moves in a space where industry, innovation, public policy and social sensitivity converge and sectors in which growth does not depend solely on investing more, innovating better or gaining size. It also depends on something less tangible, but increasingly decisive: being understood, being legitimate and occupying [...]
Defence as a country brand
Spain now has an opportunity that should not be missed Defence in Spain has occupied a political and institutional space that is often uncomfortable, often reactive and frequently reduced to budgetary talk. This framework is no longer valid. Europe has entered a new phase, and with it changes the place that defence has [...]
Brave New World
We live at a time in history when change is moving faster than our brains can process. AI is beginning to control everything: politics, the economy and our daily lives to unsuspected limits. On the basis of an algorithm, a medical treatment is decided, the [...]
Lucía Casanueva, PROA Comunicación: «Initial silence is almost always the best ally of the parallel trial».»
The first 72 hours decide almost everything. By the time the acquittal comes years later, Google has already indexed the fake news, LinkedIn has repeated the narrative and the reputational damage is very difficult to repair. And yet, many clients and lawyers continue to opt for silence as their first response. Lucía Casanueva, partner-director of PROA Comunicación, [...]
Lucía Casanueva (PROA Comunicación): "Spain needs a strong civil society and harmony in order to progress".
Founder of PROA Comunicación, in almost sixteen years Lucía Casanueva has built a unique agency in Spain: focused on excellence, strategy and dialogue as the driving force for progress. Her story is that of a woman who turned a vital challenge into a business project with a vocation to transform society. “Proa is a company [...]
The leadership we learned from our parents
This summer I had to say goodbye to my father. He left quietly, as he liked, after a long and full life. And although his absence hurts and will hurt, I am left with the feeling of pride for having had such a father, and of privilege for having been his daughter. [...]
"Communication is no longer optional, someone else can't tell your story for you".
The Cantabrian Lucía Casanueva (Santander, 1975) decided to found her company, PROA Comunicación, in 2008, at the height of the Lehman Brothers collapse. The critical situation that arose did not deter her because the businesswoman, who is also a mountaineer and is used to climbing, wanted to take on the challenge. I decided to set up my project when I arrived in the countryside [...]«.