{"id":18094,"date":"2020-05-12T11:12:54","date_gmt":"2020-05-12T09:12:54","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=18094"},"modified":"2020-05-12T11:12:54","modified_gmt":"2020-05-12T09:12:54","slug":"rethinking-communication-2","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/repensar-la-comunicacion\/","title":{"rendered":"Rethinking communication"},"content":{"rendered":"

In these days of obligatory downtime, which provide time to read more calmly and to stop and think, I am left with the following reflection by the British philosopher John Gray: \"One advantage of quarantine is that it can be used to renew ideas. Cleansing our minds and thinking about how to live in an altered world is the task before us now. For those of us who are not serving on the front line, this should suffice for the duration of confinement\".<\/p>\n

And I apply this to my own field by asking myself: does business communication make sense? Over the course of many webinars<\/em> to what I have been able to attend to in the last few days, I note that communication and journalistic work are becoming more important and more valuable than ever before<\/strong>. With this affirmative answer, the next question that arises is: what will change?<\/p>\n

It is more than likely that the globalisation of the last decades will come to an end and that, at least for a while, our way of life linked to permanent and unrestricted mobility will be greatly reduced.<\/strong>. This same globalisation has made us realise that all businesses, large and small, are interdependent.<\/p>\n

We will now have less physical contact but our virtual contact has grown exponentially. Technology is helping us and will help us more to live in these confined conditions. The internet is saving us from isolation and allowing us to get on with our lives. The pandemic will reinforce the sense of group and community. In fact, it has already done so. Until now, when we felt invulnerable, it seems that personal autonomy was the most sacred good, but the coronavirus has made security and feeling part of a group the most important thing.<\/p>\n

And how does this apply to business communication? The most important thing will be to communicate the corporate purpose well<\/strong>. This crisis, in contrast to that of 2008, has a mixture of fears: economic and existential; in this explosive mix, the most important element for communication will be the employees themselves. They will have to participate in defining or approving this corporate purpose. Now internal communication is gaining ground and if this part does not work perfectly, everything that is done externally will be merely cosmetic and, therefore, an exercise in futility.<\/p>\n

Building a company's public image starts from the inside by having a well-defined purpose and employees who support that corporate purpose.<\/strong><\/p>\n

Is there a mechanism to control the business and communication crisis that a tsunami like Covid provokes? The answer is \"no\". Our companies will now have problems of all kinds, but with a clear purpose and well-aligned employees, the crisis will be less. The coronavirus should lead us to rethink many things as companies and as citizens. In the face of a crisis, companies have a lot to lose: employees, image, credibility, customers... companies must react immediately and ensure that the messages they send out are clear, understandable and coherent with the company's purpose.<\/strong>. Now that we are spending less time in meetings, we need to spend time planning, thinking and crafting our messages. According to the RAE the word \"crisis\" defines \"the decisive moment of a business, serious and with important consequences\". We are now living through very complicated times as a society and from a business point of view in which we must reflect on our mission, vision and values. We will have to confirm or reformulate them, but now more than ever, communication makes us more human and therefore better professionals.<\/p>\n

This article has been published in the Daily Insurance Bulletin (DIB)<\/a> from INESE<\/a>.<\/strong><\/h4>\n
\n

Luc\u00eda Casanueva<\/a><\/strong><\/p>\n

Managing Partner of PROA Comunicaci\u00f3n<\/p>","protected":false},"excerpt":{"rendered":"

En estos d\u00edas de parada obligatoria, que dan para leer con m\u00e1s calma y para pararse a pensar, me quedo con la siguiente reflexi\u00f3n del fil\u00f3sofo brit\u00e1nico John Gray: \u201cuna ventaja de la cuarentena es que se puede utilizar para renovar las ideas. Hacer limpieza mental y pensar c\u00f3mo vivir en un mundo alterado es […]<\/p>\n","protected":false},"author":28,"featured_media":18097,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[176],"tags":[343,67,344,286,298,331,25,39,7],"class_list":["post-18094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-companias","tag-comunicacion","tag-comunicacion-empresarial","tag-coronavirus","tag-covid19-en","tag-empresas","tag-lucia-casanueva","tag-periodismo","tag-proa-comunicacion"],"yoast_head":"\nRepensar la comunicaci\u00f3n - PROA Comunicaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/rethinking-communication-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Repensar la comunicaci\u00f3n - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"En estos d\u00edas de parada obligatoria, que dan para leer con m\u00e1s calma y para pararse a pensar, me quedo con la siguiente reflexi\u00f3n del fil\u00f3sofo brit\u00e1nico John Gray: \u201cuna ventaja de la cuarentena es que se puede utilizar para renovar las ideas. Hacer limpieza mental y pensar c\u00f3mo vivir en un mundo alterado es […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/rethinking-communication-2\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-12T09:12:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"Repensar la comunicaci\u00f3n\",\"datePublished\":\"2020-05-12T09:12:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/\"},\"wordCount\":662,\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"compa\u00f1\u00edas\",\"comunicacion\",\"comunicaci\u00f3n empresarial\",\"coronavirus\",\"COVID19\",\"empresas\",\"Luc\u00eda Casanueva\",\"periodismo\",\"Proa Comunicaci\u00f3n\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/\",\"url\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/\",\"name\":\"Repensar la comunicaci\u00f3n - PROA Comunicaci\u00f3n\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2020-05-12T09:12:54+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/proacomunicacion.es\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Repensar la comunicaci\u00f3n\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/proacomunicacion.es\/#website\",\"url\":\"https:\/\/proacomunicacion.es\/\",\"name\":\"PROA Comunicaci\u00f3n\",\"description\":\"Agencia de Comunicaci\u00f3n Corporativa en Madrid, Barcelona y Galicia.\",\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"alternateName\":\"PROA Comunicaci\u00f3n\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/proacomunicacion.es\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/proacomunicacion.es\/#organization\",\"name\":\"PROA Comunicaci\u00f3n\",\"alternateName\":\"PROA Comunicaci\u00f3n\",\"url\":\"https:\/\/proacomunicacion.es\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg\",\"contentUrl\":\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg\",\"width\":136,\"height\":33,\"caption\":\"PROA Comunicaci\u00f3n\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/proacomunica\",\"https:\/\/es.linkedin.com\/company\/proa-comunicacion_2\",\"https:\/\/www.instagram.com\/proacomunica\/\",\"https:\/\/www.youtube.com\/@proacomunicacion\",\"https:\/\/es.wikipedia.org\/wiki\/PROA_Comunicacin\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\",\"name\":\"PROA Comunicaci\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g\",\"caption\":\"PROA Comunicaci\u00f3n\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Rethinking communication - PROA Comunicaci\u00f3n","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/proacomunicacion.es\/en\/rethinking-communication-2\/","og_locale":"en_GB","og_type":"article","og_title":"Repensar la comunicaci\u00f3n - PROA Comunicaci\u00f3n","og_description":"En estos d\u00edas de parada obligatoria, que dan para leer con m\u00e1s calma y para pararse a pensar, me quedo con la siguiente reflexi\u00f3n del fil\u00f3sofo brit\u00e1nico John Gray: \u201cuna ventaja de la cuarentena es que se puede utilizar para renovar las ideas. Hacer limpieza mental y pensar c\u00f3mo vivir en un mundo alterado es […]","og_url":"https:\/\/proacomunicacion.es\/en\/rethinking-communication-2\/","og_site_name":"PROA Comunicaci\u00f3n","article_published_time":"2020-05-12T09:12:54+00:00","og_image":[{"width":2560,"height":1414,"url":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg","type":"image\/jpeg"}],"author":"PROA Comunicaci\u00f3n","twitter_card":"summary_large_image","twitter_creator":"@proacomunica","twitter_site":"@proacomunica","twitter_misc":{"Written by":"PROA Comunicaci\u00f3n","Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#article","isPartOf":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/"},"author":{"name":"PROA Comunicaci\u00f3n","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60"},"headline":"Repensar la comunicaci\u00f3n","datePublished":"2020-05-12T09:12:54+00:00","mainEntityOfPage":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/"},"wordCount":662,"publisher":{"@id":"https:\/\/proacomunicacion.es\/#organization"},"image":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage"},"thumbnailUrl":"","keywords":["compa\u00f1\u00edas","comunicacion","comunicaci\u00f3n empresarial","coronavirus","COVID19","empresas","Luc\u00eda Casanueva","periodismo","Proa Comunicaci\u00f3n"],"articleSection":["Blog"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/","url":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/","name":"Rethinking communication - PROA Comunicaci\u00f3n","isPartOf":{"@id":"https:\/\/proacomunicacion.es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage"},"image":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage"},"thumbnailUrl":"","datePublished":"2020-05-12T09:12:54+00:00","breadcrumb":{"@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/proacomunicacion.es\/repensar-la-comunicacion\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/proacomunicacion.es\/"},{"@type":"ListItem","position":2,"name":"Repensar la comunicaci\u00f3n"}]},{"@type":"WebSite","@id":"https:\/\/proacomunicacion.es\/#website","url":"https:\/\/proacomunicacion.es\/","name":"PROA Communication","description":"Corporate Communications Agency in Madrid, Barcelona and Galicia.","publisher":{"@id":"https:\/\/proacomunicacion.es\/#organization"},"alternateName":"PROA Comunicaci\u00f3n","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/proacomunicacion.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/proacomunicacion.es\/#organization","name":"PROA Communication","alternateName":"PROA Comunicaci\u00f3n","url":"https:\/\/proacomunicacion.es\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/","url":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg","contentUrl":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg","width":136,"height":33,"caption":"PROA Comunicaci\u00f3n"},"image":{"@id":"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/proacomunica","https:\/\/es.linkedin.com\/company\/proa-comunicacion_2","https:\/\/www.instagram.com\/proacomunica\/","https:\/\/www.youtube.com\/@proacomunicacion","https:\/\/es.wikipedia.org\/wiki\/PROA_Comunicacin"]},{"@type":"Person","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60","name":"PROA Communication","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g","caption":"PROA Comunicaci\u00f3n"}}]}},"_links":{"self":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts\/18094","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/comments?post=18094"}],"version-history":[{"count":0,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts\/18094\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/media?parent=18094"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/categories?post=18094"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/tags?post=18094"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}